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Tobacco Industry Targeting of Youth in Nigeria Since the 1990S Tobacco industry targeting of youth in Nigeria since the 1990s: An analysis of tobacco industry documents by Ukoabasi Isip M.Sc. Industrial Mathematics, University of Agriculture Makurdi, 2012 B.Sc. (Ed.), University of Agriculture Makurdi, 2005 Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Science in the Master of Science Program Faculty of Health Sciences © Ukoabasi Isip SIMON FRASER UNIVERSITY Fall 2017 Copyright in this work rests with the author. Please ensure that any reproduction or re-use is done in accordance with the relevant national copyright legislation. Approval Name: Ukoabasi Isip Degree: Master of Science Title: Tobacco industry targeting of youth in Nigeria since the 1990s: An analysis of tobacco industry documents Examining Committee: Chair: Meghan Winters Associate Professor Dr. Kelley Lee Senior Supervisor Professor Dr. John Calvert Supervisor Associate Professor Dr. Julia Smith Supervisor Research Fellow Dr. Angela Kaida External Examiner Associate Professor Date Defended/Approved: October 19, 2017 ii Ethics Statement iii Abstract This study analyses the tactics and strategies used by transnational tobacco companies (TTCs) to target youth in Nigeria since the 1990s. Nigeria is considered by the tobacco industry to be a major emerging market given its population, demographic profile, and growing wealth. The study systematically searched the Truth Tobacco Industry Documents Library, available primary and secondary sources on industry activities in Nigeria, and conducted key informant interviews. It applied the theory of triadic influence as a heuristic framework to analyse the collected data. The findings suggest that TTCs have actively targeted youth in Nigeria, seeking to change behaviour through the biological/personality, and environmental/cultural and social streams. This has taken place against a backdrop of weak tobacco control policy despite Nigeria’s adoption of the Framework Convention on Tobacco Control. The study makes recommendations to strengthening youth protections under the National Tobacco Control Bill adopted into law in 2015. Keywords Nigeria, tobacco control, theory of triadic influence, youth, transnational tobacco company, Framework Convention on Tobacco Control iv Acknowledgements Above everything else, I appreciate God for His faithfulness in keeping me sound and healthy throughout my Masters program at Simon Fraser University (SFU). I am deeply grateful to my committee, led by my senior supervisor Professor Kelley Lee, with support from Dr. John Calvert and Dr. Julia Smith, who have contributed immensely to the successful drafting of this thesis and guided me at critical points in my research in Health Sciences. I appreciate the funding received from my senior supervisor, Professor Lee. I also appreciate the generosity of the Djavad Mowafaghian Foundation which funded my fieldwork through a Mowafaghian Child Health Practice and Research Award provided through the Faculty of Health Sciences, Simon Fraser University. Special thanks to TD Canada Trust for providing bursary support during my graduate program in health sciences through the Faculty of Health Sciences TD Bank Bursary. I acknowledge the support of my Dad, Rev. J. S. Isip, siblings, my wife Ruth and two children, Josiah and Obed, who have lived apart from me in Nigeria for the past three years during my studies at SFU. Thank you to the teaching faculty in the Faculty of Health Sciences for supporting me through TAships, namely, Dr. Jeremy Snyder, Dr. Rochelle Tucker, and Dr. Tun Myint, and administrative staff, Jennifer Fang, Margaret van Soest, Bratislav Mladenovic, Jennifer van Rassel, Kellie Smith, Sheila Falconer, Luciana Rad, and Amisha Choksey for their assistance. Finally, I am deeply grateful to Mr. Philip Jakpor of Environmental Rights Action Nigeria, Hilda Ochefu of Tobacco Free Kids, Dr. Catherine Egbe and Dr. Solomon O. Nwhator for support with getting data for my thesis. v Table of Contents Approval ................................................................................................................ ii Ethics Statement .................................................................................................. iii Abstract ................................................................................................................ iv Acknowledgements ............................................................................................... v Table of Contents ................................................................................................. vi List of Tables ....................................................................................................... viii List of Figures ...................................................................................................... ix List of Acronyms .................................................................................................... x Chapter 1. Background, Rationale and Objectives .............................................. 1 1.1 Introduction ................................................................................................ 1 1.2 Research Questions ................................................................................... 5 1.3 Purpose and Objectives ............................................................................. 5 1.4 The tobacco industry in Nigeria .................................................................. 6 1.5 Tobacco consumption in Nigeria .............................................................. 11 Chapter 2. Conceptual Framework and Methodology ........................................ 15 2.1 Introduction .............................................................................................. 15 2.2 Review of the secondary literature ................................................................ 17 2.3 Tobacco Industry Documents Analysis ..................................................... 19 2.3.1 Introduction .............................................................................................. 19 2.3.2 Search and analytical strategy ................................................................. 20 2.3.3 Limitations of using tobacco industry documents ....................................... 23 2.4 Key Informant interviews .......................................................................... 24 2.5 Review of additional primary and secondary sources. .................................. 26 2.6 Theoretical Framework ............................................................................ 26 2.6.1 Theories of human behaviour ................................................................... 26 2.6.2 Theory of Triadic Influence ....................................................................... 30 2.6.3 Limitations of the theory of triadic influence .............................................. 37 2.7 Analysis of documentary findings and triangulation process .................... 37 2.8 Ethics Approval ............................................................................................. 41 Chapter 3. Literature Review ............................................................................. 42 3.1 Youth and the Global Tobacco Epidemic .................................................. 42 3.2 Industry strategies targeting youth ........................................................... 43 3.3 Corporate social responsibility (CSR) initiatives targeted at youth ........... 46 3.4 Tobacco control measures adopted in various countries to prevent industry targeting of youth ..................................................................................... 48 Chapter 4. Findings ......................................................................................... 52 4.1 Introduction .............................................................................................. 52 4.2 The industry’s strategic use of language regarding youth ........................ 52 4.3 Industry targeting of youth related to the Biological/ Personality Stream . 55 4.4 Indus try target youth related to the cultural/ environment stream ............. 65 4.5 Industry targeting of youth related to the social stream ............................ 93 4.6 Conclusion ................................................................................................. 102 Chapter 5. An assessment of tobacco control policies and measures to protect vi youth in Nigeria ...................................................................................... 104 5.1 A brief history of tobacco control in Nigeria ............................................ 104 5.2 Tobacco control policies and measures aimed at protecting youth ............. 106 5.3 Challenges for strengthening tobacco control in Nigeria ............................. 113 5.4 Conclusion ............................................................................................. 116 Chapter 6. Recommendations....................................................................... 118 6.1 Recommendations for tobacco control research .................................... 118 6.2 Recommendations for tobacco control policy ........................................ 120 References ....................................................................................................... 125 Appendix A: Consent Form .............................................................................. 150 Appendix B: Interview Guide ...........................................................................
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