By Veronica Mrema – South Africa
Cigarette smoking and the use of other tobacco-derived products are partly driven by social inheritance or the imitation of lifestyle habits passed from one generation to another.
This behavior is also influenced by peer pressure, societal factors, and the historical cultivation of tobacco in certain regions.
When a person smokes a cigarette, they release smoke that scientists describe as highly hazardous not only to the smoker but also to those nearby.
South Africa is among the countries grappling with the growing challenge of smoked tobacco use, just like other African nations including Tanzania.
In the city of Cape Town, one of the ride-hailing drivers has been transporting passengers from place to place for many years.
Godfrey Payo transports passengers of all ages, with most of his weekday clients being workers and students from secondary schools and colleges.
He often faces difficult moments in his vehicle, openly witnessing young people, especially young men, smoking cigarettes and blowing smoke without any concern.
“Young people smoke a lot of cigarettes here in South Africa. Unfortunately, some don’t care whether there are non-smokers in the car, including myself I don’t smoke,” Payo says.
He continues, “Sometimes, the entire car reeks of cigarette smoke. I know it’s very dangerous to my health, but what can I do? I need the money to feed and support my family.”
A GROWING THREAT
Payo’s story and those of his passengers reflect a broader narrative shared by many other drivers in South Africa, and indeed, across many African communities.
Across Africa, cigarette smoking is on the rise. According to the World Health Organization [WHO], the number of smokers increased from 52 million in 2000 to 66 million in 2015.
This figure is projected to reach 84 million by 2025. The number of people smoking traditional cigarettes continues to grow significantly in Africa.
Unless bold steps are taken, this increase will represent nearly a 60% surge in just 25 years.
It’s a crisis rapidly escalating across the continent, especially in Sub-Saharan Africa, despite widespread efforts to introduce strict regulatory laws.
Scientific reports indicate that despite many African nations enacting laws to control tobacco use, significant challenges remain.
Recent findings show that tobacco smoking continues to thrive, alongside a rise in cases of Non-Communicable Diseases [NCDs].
These diseases are largely linked to the health effects of direct and second-hand smoke from tobacco products, including cigarettes.
THREE-POINT
“If don't smoke, don’t start. If you start, quit. But if you don't quit, change by considering switching to smoke-free alternatives to protect yourself and others".
That was the central message of the TECHNOVATION Smoke-Free 2025 summit, which focused on three key pillars that brought together scientists, journalists, and PMI researchers.
Scientific reports state that Africa continues to bear the heavy burden of tobacco-related harm, despite ongoing public awareness campaigns.
There is a clear need to do more to find practical, scalable solutions that can curb the rising number of people smoking traditional cigarettes.
This is especially urgent given the growing burden of NCDs driven by tobacco use.
So how can Africa break free from the grip of this smoke-related epidemic to save millions of its people?
“It’s time for African nations to shift the direction of their tobacco control strategies and embrace change through alternative solutions,”
These are the words of Themba Mathebula, Director of External Affairs South Africa [PMI], in an exclusive interview with M24 TANZANIA MEDIA.
According to Themba, the company believes that using smoke-free alternatives such as electronic cigarettes [vapes],
heated tobacco products, and nicotine pouches could help reduce health risks for adult smokers who are unable to quit traditional cigarettes.
He emphasizes that it's not easy for someone who has long used tobacco to quit suddenly.
This presents a major health threat looming over Africa, and it’s this challenge that drove PMI to launch extensive research to find ways to help combat the epidemic.
For decades, humanity has invented various tools to simplify and improve life. Innovation has been the backbone of human progress from one era to the next.
Technology has evolved rapidly, growing exponentially over the years.
PMI views technology through a transformative lens as a solution that could bring relief to Africa.
Tommaso Di Giovanni, Vice President, Communications & Engagement - PMI, says the world has made significant progress through the adoption of technology in various sectors.
“Africa has also embraced technology and achieved major milestones. Today we have Wi-Fi, smartphones, mobile banking.
“We have solar energy and access to healthcare via telemedicine. Have you ever wondered what life would be like without the technology we have today?”
Smoke-free product technologies are a critical driver for rapid change.”
REAL PICTURE
Philip Morris International [PMI] is one of the leading companies investing in the innovation of smoke-free products, including the IQOS system.
These smoke-free technological products now account for more than 40% of its global revenue.
This reflects the global trend toward reducing the use of traditional combustible cigarettes that emit harmful smoke affecting the health of large populations.
Tommaso emphasizes, “In efforts to reduce tobacco harm, Sweden has successfully lowered smoking rates to below 5%.
“It is now recognized as the first ‘Smoke-Free’ nation in Europe. The UK promotes the use of e-cigarettes as a solution for smokers struggling to quit.
“In the United States, the FDA has approved some alternative products as safer options for adult smokers,” he says.
WHERE DOES AFRICA STAND?
Despite these successes, many African countries, including Tanzania, have yet to authorize or develop specific policies regarding smoke-free alternative products.
Africa has not clearly distinguished between traditional cigarettes and smoke-free alternatives. Many countries have not issued official guidelines for the use of these alternative products.
This challenge leaves smokers without safe options for Tobacco Harm Reduction.
“We need good policies that protect youth but also support adult smokers addicted to cigarettes by providing accurate information and alternatives,” Themba stresses.
This is a situation that continues to increase health risks for millions of people in Africa.
NCDs such as lung cancer, heart diseases, and respiratory problems remain a heavy burden.
Despite efforts by many countries in the region to enact tobacco control laws, this problem continues to spread, with the number of cigarette smokers rising at an alarming rate.
WHAT DOES SCIENCE SAY?
Philip Morris International [PMI] has invested over 14 billion dollars in research and development of smoke-free products.
Dr. Buhle Binta, Head of Scientific Engagement Sub-Saharan Africa - PMI, says, “These products are not for youth or children but for adult smokers who are addicted to traditional cigarettes.”
She explains that PMI has decided to reduce the nicotine content to below 12 milligrams per product [cigarette].
“This is part of social responsibility, while the maximum recommended level by Germany’s BfR is 16.6 milligrams,” she clarifies.
She adds, “It is important for our governments to stop relying on outdated policies and start following scientific evidence. We are fighting to save millions of African lives.”
Tommaso stresses it is now time for Africa to take similar decisive actions in the fight against smoking.
“We need policies that differentiate between traditional cigarettes and alternatives. Good policies, friendly taxes, and scientific education can bring significant change.”
PMI has invested over 14 billion dollars in research, production, and distribution of smoke-free products, with more than 40% of its revenue coming from these products.
While debates about the use of these products continue among health experts, efforts to find alternative solutions are increasingly supported worldwide.
Themba emphasizes, “We encourage the use of smoke-free alternatives as a way to reduce health harms.
“We want every traditional cigarette to be replaced by better alternatives such as electronic cigarettes [vaping] and heated tobacco devices.”
Themba gives a real example: “During the COVID-19 pandemic, South Africa imposed a ban on tobacco products.
“That led to an increase in illegal tobacco and product trade from 30% to 60%, putting many people’s health at even greater risk.
“This showed that bans alone are insufficient to help people quit smoking; instead, they stimulate the use of uncontrolled illegal products.”
Themba explains, “South Africa chose to be among the few countries that took early, transparent measures.
“In partnership with the private sector, it implemented policies prioritizing public health, including allowing smoke-free tobacco products,” he says.
‘POLICIES WILL HELP’
Payo says it is true that South Africa has allowed these products, but as a parent, he also advises the need to increase regulation of these new technological products, especially among young people.
“Recently, things have changed. It is true that young people no longer openly smoke combustible cigarettes, but they do use those new technological products,” he says.
He adds, “But I also see some children starting to use them, so as a parent, I warn that we must not let children get involved.
“You know, vaping is a new thing. The intention is good to save millions of people but we should not create a new addiction. Good regulations must be established to protect the next generation as well.”
He emphasizes, “The efforts health organizations have made around cigarettes took a very long time to reduce public smoking.
“It took many years, many decades. Now, people can openly vape without worry. But vaping is addictive, even though it is less harmful.”
Payo points out, “There is still not enough public awareness explaining that vaping can also be addictive.”
Buhle says PMI recognizes this and is why the company strongly urges governments to collaborate with researchers to establish better regulatory frameworks.
“If we want to help adult smokers switch, we need smart regulation policies that protect youth while allowing accurate information to reach adults,” Buhle stresses.
She explains, “In safety standards efforts, Germany’s BfR recommended a maximum nicotine level of 16.6 milligrams per stick.
“PMI decided to reduce it to below 12 milligrams as a responsible step.”
CHALLENGES REMAINS
Despite the existence of these technologies, there has been widespread misinformation against these new products, especially on social media and some media outlets.
“Adult smokers do not receive accurate information about these alternatives, which limits their ability to make informed health decisions,” says Deputy Director, Consumer Choice Center - PMI Yahel Ossowski.
He stresses that misinformation is a major barrier to reducing smoking.
“These products are not for children or youth, but for adults addicted to traditional cigarettes,” Yahel reiterates.
Yahel says they have found it important to use Artificial Intelligence [AI] to help the public distinguish between propaganda and scientific evidence.
“AI can help communities access verified, scientifically vetted information instead of relying on rumors,” he says.
“For Tanzania, this is the right time to start an open discussion about the possibility of tobacco harm reduction through alternative products,” he advises.
He adds that collaboration between government, private sector, journalists, and health experts can help create evidence-based policies rather than fear-driven ones.
“Media also have a major role in educating the public about the differences between combustible and smoke-free products.
“To protect public health without promoting illegal or inappropriate use, in a world increasingly moving toward positive change for community health.”
He concludes, “Africa cannot be left behind. As we discussed earlier today, now is the time to act.
“Adult smokers need choices. And the best choice is one that reduces their health risks.”
Chapisha Maoni