A recent study released in Zambia has revealed that multinational tobacco companies, including British American Tobacco, continue to target youth by aggressively marketing and selling cigarettes near schools and playgrounds. The study, Big Tobacco, Tiny Targets Zambia, found that almost all shops and kiosks within 100 meters of primary and secondary schools, playgrounds, and arcades sell tobacco products, exposing children to tobacco marketing and promotional tactics.
Tobacco companies have long known that cigarette advertising at points of sale is associated with youth smoking initiation, often leading young people to become lifelong smokers. Data collectors in the study visited points of sale in Lusaka, Zambia’s capital, and in Chongwe, a rural area. The findings revealed that 93% of retailers near schools, playgrounds, and arcades sell single cigarette sticks, making smoking more accessible to youth. Additionally, 80% of points of sale employed promotional tactics to entice children, such as displaying cigarettes at children’s eye level, using branded displays, placing cigarettes within easy reach, and positioning tobacco products next to candy, snacks, and toys.
Tobacco advertising, including posters and banners, was observed at 52% of points of sale. British American Tobacco brands were the most prominently sold and frequently advertised, with many retailers offering their products as single sticks. The evidence underscores how tobacco companies push their products at locations frequented by children, knowing that such strategies work to attract young consumers and sustain their business by creating lifelong smokers.
Despite repeated claims by major tobacco companies that they do not market cigarettes to children and that they support efforts to reduce smoking, evidence from Zambia and dozens of other countries suggests otherwise. British American Tobacco and other major firms continue to exploit vulnerable populations to sustain their cigarette business.
Zambia is a signatory to the World Health Organization Framework Convention on Tobacco Control (WHO FCTC), which calls on countries to prohibit the sale of single cigarette sticks and small packets that make tobacco products more affordable to minors. The findings of this study highlight the urgent need for stronger tobacco control policies to protect youth. These policies should include comprehensive bans on tobacco advertising, promotion, and sponsorship, as well as the prohibition of single cigarette sales.
A viable solution is available for Zambian policymakers, who have the opportunity to take decisive action by supporting the tobacco control bill currently in Parliament. By implementing stricter regulations, Zambia can safeguard its youth and broader population from the harmful effects of tobacco use and prevent further exploitation by the tobacco industry.