'Deceptive tobacco tactics jeopardise Uganda’s gains against NCDs'
“Tobacco is now being marketed as a sexy pastime. Influencers glamorise it, and young women are increasingly the target. It’s very subtle, very deceptive — and very dangerous."
Some of the tobacco products currently on the market. According to Baguma, new items such as “lipstick tobacco” — attractively packaged and flavored — are being openly sold and deceptively marketed as harmless, despite having the same or even more severe health effects than traditional cigarettes. (Photos by John Masaba)
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Deceptive marketing tactics by the tobacco industry, coupled with weak enforcement of tobacco control policies, could be reversing Uganda’s progress in fighting non-communicable diseases (NCDs), the Government has been told.
Richard Tinkasiimire Baguma, the coordinator of the Uganda Health Communication Alliance (UHCA), said that while diseases such as cancer, heart disease, and diabetes — which are mostly irreversible — are now among the leading causes of death in Uganda, they continue to receive insufficient public and policy attention.
“Health is often taken for granted until it breaks down,” Baguma said at a health communication workshop held at the UHCA offices in Ntinda on Friday (September 26).
“We have to force these conversations because non-communicable diseases don’t make headlines, yet they are quietly claiming lives every day."
Evolving tactics
Baguma particularly singled out the tobacco industry for reportedly repackaging its products to appeal to the youth, especially young women, through social media and influencer marketing.
“Tobacco is now being marketed as a sexy pastime. Influencers glamorise it, and young women are increasingly the target. It’s very subtle, very deceptive — and very dangerous."
He noted that while Uganda made significant progress through laws such as the Tobacco Control Act — including provisions for plain packaging and bans on advertising — these gains are being eroded by new tobacco products, such as e-cigarettes and flavoured varieties, often marketed under the guise of modernity and sophistication.
'Taxation works'
Baguma called for increased taxation on tobacco products as a proven method of reducing consumption, especially among youth.
“Taxation works. If you raise the price, you reduce access. We are advocating for a 70 percent tax on tobacco products. But the industry is working hard to avoid taxation, exploiting gaps in enforcement — even customs officers often don’t recognise these new products being smuggled in.”
He accused the tobacco industry of aggressive lobbying, including commissioning misleading research, influencing public officials, and manipulating data to weaken public health policies.
“There was a recent survey presented to the President with suspicious data. When we compared it with independent findings, the numbers didn’t add up — but because the media wasn’t alert, it passed without scrutiny,” Baguma said, urging journalists and civil society to remain vigilant and counter misinformation through evidence-based advocacy and watchdog reporting.
Baguma also highlighted the economic and social burden of NCDs, saying most patients only seek medical help when their condition is already in advanced stages.
“We’re seeing an incredible increase in heart disease and cancer. Families are spending up to 45 percent of their income on healthcare — not including the costs of herbalists and traditional healers,” he added.
He noted that Uganda lacks widespread diagnostic services and screening, further compounding the issue.
Gains at risk
Baguma cited findings from the 2023 Global Adult Tobacco Survey, which showed a 1.2 percent reduction in tobacco use in Uganda and a decline in secondhand smoke exposure, especially among the youth.
“That drop was encouraging, as it showed young people are delaying initiation. But enforcement has since weakened. We’re now seeing more open sales and new products like ‘lipstick tobacco’ — flavored and attractively packaged — marketed as harmless. If we don’t act quickly, we risk reversing our gains,” he warned.
He reiterated the need for Uganda to fully align with World Health Organisation (WHO) standards to protect young people, reduce disease burden, and boost national health outcomes.
National, global context
According to WHO, NCDs were responsible for 63 percent of global deaths in 2008, with 80 percent of these occurring in low- and middle-income countries.
The UN health agency projects that by 2030, NCDs will account for 46 percent of deaths in Africa, with nine million people globally dying before the age 60 due to NCDs.
NCDs are characterised by long duration, high prevalence, costly treatment, and high rates of disability and premature death.
Uganda is no exception. According to Dr. Nicholas Thadeus Kamara, Member of Parliament for Kabale Municipality and a member of the Parliamentary Health Committee, NCDs are now a major public health threat in the country.
For example, data from the Health Management Information System (HMIS) shows that new diabetes cases rose from 58,523 to 74,354 between 2005 and 2010 — a 27 percent increase.
In 2013, the Uganda Diabetes Association reported over 200,000 children with diabetes, noting that the actual number could be much higher due to underreporting and poor access to diagnosis.
WHO’s 2014 NCD country profile for Uganda estimated that NCDs accounted for 27 percent of the 353,000 total deaths in the country, and that the probability of dying between ages 30 and 70 from the four main NCDs — cardiovascular diseases, cancer, diabetes, and chronic respiratory diseases — stood at 21 percent.
“NCDs are not only taking lives — they are also impoverishing families and draining national health resources,” said Kamara.
On his part, Baguma called for coordinated action, stronger law enforcement, public awareness campaigns, and increased investment in health communication to protect Uganda’s future generations.
“Despite the challenges, we remain hopeful. With collaboration across government, civil society, and the media, we can protect our young population and reclaim momentum in our fight against NCDs,” he said.