A GNA feature by Linda Naa Deide Aryeetey
Accra, June 15, GNA – On a typical weekend night in Accra, young people gather in stylish lounges, passing around colourful shisha pipes as plumes of sweet-scented smoke fill the air.
Nearby, others discreetly puff on sleek electronic devices shaped like pens or USB drives—images that resonate with youth seeking adventure.
To many users, these products appear fashionable and harmless. Health experts, however, warn that behind the flavours, attractive designs, and social media appeal lies a growing addiction crisis.
Ms. Jemima Odonkor, Head of Tobacco and Tobacco Products at the Food and Drugs Authority (FDA), says the tobacco industry has transformed its approach as awareness grows about the dangers of conventional smoking.
Instead of traditional cigarettes, companies are promoting flavoured shisha, electronic cigarettes, nicotine salts, and other modern nicotine products designed to appeal to the younger consumers.
“The industry knows people are becoming more aware of the dangers of traditional smoking, so it creates products that look attractive, taste pleasant, and appear less harmful. Unfortunately, young people are the primary targets,” she says.
She notes that social media has become a powerful marketing space where influencers and lifestyle content creators often portray tobacco and nicotine use as symbols of fun, independence, and social status.
The World Health Organization estimates that 40 million adolescents aged 13 to 15 use tobacco products globally, while an additional 15 million use electronic cigarettes. In some countries, young people are up to nine times more likely to vape than adults.
In Ghana, the 2023 STEPS Survey found that 4.8% of adults currently smoke tobacco, with men (9.3%) significantly more likely to smoke than women (0.3%). Shisha use stands at 7.8%, particularly among younger people, with women making up about 44% of users.
The Global Youth Tobacco Survey also found that 8.8% of students aged 13 to 15 use tobacco products, while 4.9% use electronic nicotine delivery systems such as vapes and e-cigarettes.
The consequences extend beyond addiction. Tobacco use costs Ghana an estimated GH¢668 million annually in healthcare expenses and lost productivity and contributes to more than 6,000 preventable deaths each year.
One of the biggest challenges facing health authorities, Ms. Odonkor says, is the widespread belief that shisha is safer than cigarettes.
“The sweet flavours and decorative waterpipes create the impression that shisha is harmless entertainment. This is wrong. Shisha is tobacco; the flavours simply make it easier and more pleasant to inhale,” she stresses.
Research shows that a single shisha session lasting 40 to 60 minutes can expose users to harmful chemicals, toxins, and carcinogens equivalent to smoking 100 or more cigarettes.
The health effects are severe, including cancers of the lungs, mouth, and digestive tract, heart disease, chronic respiratory illnesses, reduced lung function, fertility challenges, and pregnancy complications.
Recent FDA surveillance has revealed alarming trends. During inspections over the Easter holidays, officials found children as young as nine years old sitting close to adults smoking shisha in entertainment venues.
Although the children were not smoking, they were exposed to second-hand smoke and other toxic substances. Shared shisha mouthpieces also increase the risk of infections, including tuberculosis, herpes, and hepatitis.
The rise of e-cigarettes presents another challenge. Although prohibited in Ghana, authorities continue to find them in shops, entertainment venues, and among young users, with many entering the country through illegal channels.
In some northern Ghanaian communities, tobacco remains linked to cultural practices, including marriage rites and ceremonial exchanges, creating additional challenges for public health education.
The FDA and its partners have intensified awareness campaigns in schools, religious institutions, transport terminals, markets, and communities, while increasing surveillance and enforcing provisions of the Public Health Act, 2012 (Act 851).
However, health advocates say awareness alone is not enough.
Mr. Labram M. Musah, Executive Director of Vision for Accelerated Sustainable Development Ghana (VAST Ghana), says tobacco companies must be held financially responsible for the health, economic, and environmental harm caused by their products.
“The tobacco industry continues to make enormous profits while governments, families, and health systems bear the burden of tobacco-related diseases, deaths, and environmental destruction,” he says.
Globally, tobacco use kills more than eight million people every year, including more than 600,000 deaths linked to second-hand smoke. In Ghana, tobacco-related deaths are estimated at about 6,700 annually.
Mr. Musah is advocating the application of the “polluter pays principle,” under which tobacco companies would contribute to healthcare costs, environmental clean-up, public education, and cessation services.
He also expressed concern over cigarette butt waste, noting that cellulose acetate filters release harmful substances into soil and water systems.
He called on Ghana to implement Article 19 of the WHO Framework Convention on Tobacco Control to pursue legal and financial accountability for tobacco-related harm, strengthen Article 5.3 to protect public health policies from industry interference, increase tobacco taxes, and tighten regulation of emerging nicotine products.
“The time has come for Ghana to move beyond managing tobacco harm and ensure that Big Tobacco pays for the damage it has caused to society,” he says.
GNA
Reporter: Linda Naa Deide Aryeetey
Email: [email protected]
Edited by Samuel Osei-Frempong