ATCA backs NFVCB on regulating tobacco in Nollywood films

By Tosin Brown

The African Tobacco Control Alliance (ATCA) has backed the National Film and Video Censors Board, (NFVCB) in the regulation of the promotion and glamourisation of tobacco and tobacco products in its film and music industry.

The ATCA, in a statement, noted that the regulation, announced by the NFVCB, is the first of its kind in Africa and the second in the world after India.

“It also is in line with the new measures to address cross-border tobacco advertising, promotion and sponsorship and the depiction of tobacco in entertainment media adopted by the parties to the World Health Organisation Framework convention on Tobacco Control (WHO FCTC) in Panama city in February 2024.

“We endorse the guidelines of the regulation by NFVCB as it is the culmination of years of the #SmokeFree Nollywood campaign by local tobacco control advocates,” the statement reads in part.

ATCA further stated its backing of the NFVCB’s regulation that states that films depicting tobacco or nicotine use must henceforth display health warning labels on screen at the beginning and end of films, in addition to warnings that will appear on screen during scenes depicting tobacco or nicotine use.

“We believe that these measures send a clear message about Nigeria’s determination to prevent the tobacco and allied industry from using Nollywood and the burgeoning Nigeria music industry, as tools to ensnare new victims for its products of death and disease. Given the global population of Nigeria music and films, we are optimistic that when fully adopted and enforced, the regulation will stamp out one of the most enduring ways tobacco companies target young people across the continent and its diaspora and much of the rest of the world.”