When, during the 1920s, the American public began to identify smoking as the cause of their persistent cough, throat irritation, and other related diseases, tobacco companies – fearing a threat to their profits – began a devious media blitz. Using mostly models who posed as doctors, they falsely claimed that cigarettes were harmless or that some cigarette brands were less harmful than others.

Almost 90 years after, the tobacco and allied industries, especially Big Tobacco – the world’s four largest transnational tobacco companies and their subsidiaries that keep the tobacco epidemic going – are still neck deep in the business of duping people that their products are “less harmful.” Conscious that smoking’s deadly effects have been exposed, but driven by the stupendous profits they make from producing and selling products of death and diseases, Big Tobacco is relentlessly devising new means to remain in their noxious business.

Top among the addictive novel products the industry now admits are harmful, but “safer alternatives”– whatever that means – are electronic cigarettes. (e-cigarettes), sometimes called e-cigs, vapes, vape pens, and electronic nicotine delivery systems (ENDS).

If the industry has its way, it will have the world believe these toxic products are not harmful and should be consumed, whether as an alternative or in addition to cigarettes and other traditional tobacco poisons that the industry still manufactures, advertises and sells in billions every year.

In furtherance of this dangerous scam, the industry is attempting to hoodwink the public into embracing what it calls ‘World Vape Day’, which it claims is to be celebrated on May 30.

This push comes as Nigeria finds itself waging war on a growing nicotine epidemic. Nicotine is a highly addictive chemical compound primarily found in tobacco plants, cigarettes, cigars, smokeless tobacco and nearly all e-cigarettes. According to the American Lung Association, nicotine is as addictive as heroin or cocaine,

Vaping is the act of inhaling and exhaling aerosols, often referred to as vapour, which is produced by an e-cigarette or similar device. The term is used because e-cigarettes do not produce tobacco smoke, but rather an aerosol, often mistaken for water vapour, that consists of fine particles. Many of these particles contain varying amounts of toxic chemicals, which have been linked to heart and respiratory diseases and cancer.

While the industry claims it promotes vaping as part of its so-called tobacco harm-reduction (THR) strategy for persons wishing to quit smoking, vaping marketing, appeal, and impact tell another story—one of addiction, health risks, and a dangerous gateway to smoking for youths in Nigeria and globally. In other words, Big Tobacco’s promotion of vaping as a THR is all smoke and mirrors, the latest trick in a long line of decades-long deception that has now been repackaged to impress unsuspecting publics.

Vaping: A Gateway to Cigarettes

The reality is that for most people, vaping is a gateway to smoking. Evidence abounds that vaping isn’t a neutral alternative—it paves the way to cigarette smoking and addiction.

Furthermore, studies show that vaping among children leads to later cigarette use and that adolescents who vape are significantly more likely to start smoking combustible tobacco. The Australian, for instance, cites a report showing that men aged 18–24 who vape had a 59 percent higher chance of transitioning to smoking and 33 percent more likely to try illicit drugs. Even without overt vaping, youth nicotine dependence can alter brain wiring during development—heightening susceptibility to other substances.

Nigeria’s Emerging Vape Crisis

Several studies, as well as anecdotal evidence, show that vaping is gaining traction in Lagos and beyond. A Nigerian study reports a lifetime prevalence of vaping between 5.8 percent and 19.8 percent, with 11.8 percent current users. Another Lagos-focused survey found 7.9 percent had tried e-cigarettes.

Alarmingly, most users are youths and young adults aged 15–35. Determinants include peer influence, alcohol use, and poly-substance habits. Market gaps and lack of regulation – especially on flavours and sales to minors – fan this rise.

Youth at Risk: Addiction & Health Hazards

Nicotine addiction is especially potent among adolescents. Even minimal exposure during brain development can induce lifelong dependency. Teenagers are more sensitive to nicotine and can become dependent faster than adults.

Beyond addiction, vaping damage extends to respiratory problems, mental health harm, and exposure to other substances. Early vaping has been linked with poor lung function, depression, anxiety, and behavioural issues in youths worldwide.

A UK study presents a stark warning: kids spending over seven hours daily on social media are four times more likely to vape, with youth exposure to vape marketing via influencers and ads a key driver.

In Nigeria, flavoured vapes and sleek devices easily attract teenagers who see vaping as harmless and trendy.

Weak Regulations, Big Consequences

Nigeria currently allows the sale and use of vape products almost without age restrictions, even in indoor public places. Flavoured pods and disposables flood the market. Laws designed to protect minors—like smoking bans—don’t explicitly cover vaping. This regulatory vacuum is fuelling a youth nicotine crisis.

A Global Problem

Globally, youth are 7 times more likely to start smoking within a year if they’ve ever used e-cigarettes.

Disposable vapes – sleek, colourful, inexpensive – are notoriously youth-friendly globally. In the UK, nearly 20 percent of kids have tried them, with disposables dominating the market.

In the US, flavoured products are driving youth vaping. Nearly 90 percent of youth e-cigarette users use flavoured products, with fruit, candy/desserts/other sweets, mint and menthol reported as the most popular flavours. Worse yet, many of the kids are using these products most days or every day, a sign of addiction.

This environmental and health concern has prompted bans in Australia, and New Zealand, and discussions in Canada and Ireland.

What Nigerians Can Do

Nigeria stands at a critical crossroads. There is a pressing need for a comprehensive response to protect youth.

Beginning with policy and regulation, Nigeria can enforce age limits (18+), ban flavoured and disposable vapes aimed at youth, close legal loopholes allowing indoor vaping and introduce excise taxes to make youth vaping less affordable.

Importantly, Nigeria’s suspended excise as well as ad valorem taxes on tobacco products must be reinstated as a deliberate measure to strengthen tobacco control.

In 2022, Nigeria introduced a progressive tax regime, raising the ad valorem rate from 20 to 30 percent and introducing a specific excise tax on tobacco and vaping products, scheduled to increase gradually from 2022 to 2024. Alongside the ad valorem hike, the specific excise rate on cigarettes was set to rise from ₦58 to ₦84 per pack of 20 sticks in 2022, then to ₦94 in 2023, and ₦104 in 2024.

However, under industry pressure and claims of economic hardship, the government suspended the implementation of these taxes in 2023 and reduced them to their 2022 levels, a move that weakened deterrence and emboldened tobacco and vape companies to further flood the market, especially targeting young people. Restoring and fully implementing these taxes is critical to reducing affordability, curbing consumption, and signaling Nigeria’s commitment to protecting public health over corporate profits.

There is also a lot of work to be done on public awareness and education. The country ought to launch or fund media advocacy warning on nicotine addiction, youth brain damage, respiratory harm, and gateway risks. Parents and educators should also be equipped to identify vapes and initiate discussions with children.

Research and Monitoring should also be strengthened. This will involve strengthening data collection on youth vaping, including usage patterns, products, and health outcomes. Collaboration should also be initiated internationally to access best practices and policy evidence.

Lastly, youth support and cessation services are critical. This requires the funding of accessible nicotine‑dependence programs for young people, while counselling services—including digital — should be made available to help people quit vaping.

A Call to Action: Nigeria’s Future at Stake

Every percentage point increase in youth vaping represents thousands of lives at risk. The adolescent brain, vulnerable and developing, deserves protection – not exploitation via hidden marketing and weak policy.

If vaping companies succeed, Nigeria could witness a nation of nicotine-dependent youth – disillusioned by empty promises of safety, trapped in addiction, and diverted from the fight against cigarette smoking.

But there is hope. With decisive action – effective regulation, public education, and youth support – Nigeria can safeguard its youth from nicotine addiction, prevent vaping from becoming a gateway to smoking and other substance abuse and foster a future where healthy minds and lungs outshine short-lived vapour clouds.

By Robert Egbe, tobacco control advocate at Corporate Accountability and Public Participation Africa (CAPPA)