The African Tobacco Control Alliance (ATCA) has sounded the alarm on what it calls a “dangerous evolution in tobacco marketing,” urging global action to protect children from manipulation in the rapidly expanding virtual Tobacco ads in the metaverse.
In a statement issued by ATCA’s Interim Executive Secretary Mrs. Kouami Kossiwa, the Alliance expressed “deep concern” over the tobacco industry’s digital tactics revealed by The Guardian on July 22, 2025.
According to the statement, “The use of smoking avatars and branded content in the metaverse signals a dangerous evolution in tobacco marketing, one that directly targets young users in largely unregulated digital spaces.”
The metaverse—an evolving blend of gaming, social interaction, and immersive technologies—is fast becoming part of everyday digital life, especially in Africa. The continent is witnessing an unprecedented boom in internet use and virtual platforms, with young people making up the majority of users.
“Africa is experiencing a remarkable surge in digital innovation,” said Kossiwa. “Young people constitute an important base of the digital space… as they become increasingly active in virtual spaces including gaming, social media, and immersive platforms, the tobacco industry is adapting its playbook to lure them into addiction.”
The ATCA statement warned that “this trend is especially dangerous in Africa, where 70% of the population is under 30, internet penetration has doubled since 2015, and digital literacy is rising—but critical awareness of online manipulation remains low.”
ATCA did not mince words in characterizing the industry’s actions. “This is not innovation; it is manipulation, and it must be confronted urgently with swift regulatory actions.”
Calling the metaverse and virtual tobacco ads a new front in the global fight against tobacco, Kossiwa declared: “The tobacco industry’s encroachment into the metaverse is not just a marketing shift. It is a calculated move to reshape social norms and recruit a new generation of users through digital seduction.”
To address this emerging threat, ATCA called for bold, coordinated action from governments, civil society, technology companies, and international bodies.
The Alliance is urging the implementation of digital regulations that explicitly ban tobacco promotion in virtual platforms, particularly those frequented by young users. These measures should include strong enforcement mechanisms across jurisdictions.
They are also calling on platform developers to integrate anti-tobacco content guidelines, including proper age-verification tools and stronger content moderation to prevent exposure of minors to harmful content.
ATCA further advocates for the strengthening of global surveillance systems to monitor and report on tobacco industry activities in the digital sphere. “We must not wait for regulation to catch up—we must lead the regulation process,” the statement declared as it slammed virtual tobacco ads.
Beyond regulatory enforcement, ATCA emphasizes the importance of investing in youth education and family awareness. “Empowering families to navigate virtual worlds safely and resist harmful influences,” the statement says, must be part of any long-term public health strategy.
The Alliance is calling on parties to reaffirm their commitment to the WHO Framework Convention on Tobacco Control (WHO FCTC) by updating its scope to cover emerging digital technologies and cross-border marketing tactics.
“This fight transcends borders, industries, and platforms, and we cannot stand by as addiction is repackaged and disguised as entertainment,” said Kossiwa. “Together, we must ensure that the metaverse becomes a space for imagination, not a breeding ground for tobacco addiction.”
Reaffirming ATCA’s mission, she concluded: “We pledge to expose, confront, and dismantle these emerging threats. The future of our children, and the integrity of Africa’s digital promise, depends on it.”
