The Tobacco Industry and Tobacco Control Movement in Togo

Patrick Agbavon
Association Togolaise des Jeunes pour le Developpement (ATJD)

November 2001

Introduction

An important charateristic of the Togolese population is its exterme youth,in fact 70% of Togolese are under the age of 20. (1). This young and impressionable population attracts transnational tobacco companies to market theif product in Togo in search of smokers. For these youth are highly susceptible to agressive marketing tactics of the transnational tobacco companies (TNTs) seeking to create cigarette brand loyalty.

The economic problems and lack of knowledge of the health hasards of tobacco use make the people of Togo an easy prey for TNTS. Unlike other countries in West Africa such as Ghana or Senegal, Togo does not produce tobacco for manufacturing purposes. However the marketing of Tobacco products is increasing nationally and it is important that the marketing and sale of tobacco products be regulated. Currently there are only weak tobacco regulations in togo.

Advertising

Advertising and marketing continues to be conducted aggressively and in contempt of existing laws. The transnational tobacco industry has succeededin equating its products with music and sports in the
minds of the togolese. In Togo soccer is king. In cooperation with the Togolese soccer Federation,
Royals cigarettes sponsor an annual competition to identify the best soccer team in the country. 2001
National Soccer championship will be financed by the same brand (Royals). The cyclist tour of Togo ranks among its best sponsors the brand " Fine". Fine also sponsored the 2000 Togo Music Awards. Advertisements for these events are broacast by the national station broadcasting in Togo. It should be noted that the free distribution of T-shirts, lighters, cigarettes, and caps with different logos is common in Togo.
- The band FINE is known for its adversing " Fine and the rythm is in you.
- The brand BOND STREET says "Bond street for those who know".
- MARLBORO Says "the taste of adventure"
- Cigarette packs are seen as statements by teenagers that they are more hip and elegant than other people. women and girls are also targeted by advertising as billboards often show a sexy situation.

Government

The Government ispowerless to battle tobacco because these firms are one of the principal source of wealth or revenue

ACTION OF NON-GOVERNMENTAL ORGANISATION (NGOs)

Conclusion

Despite the complexity of the task, NGOs have mobilised to call for increased regulation of tabacco
marketing and products. NGO-TYAD ( Togolese Youth Association for Development) part of an anti-drug and work helps lead the fight against tabacco addiction by heightening puplic awareness of the devastating toll of tobacco through information campaigns. NGOs are also calling for a strong and enforeable framework convention on tobacco control curently being negociated by the member states of the world health organisation. The FCTC will establish global tobacco control guidlines to stem the tide of the worldwide tobacco pidemic. Togo can't fight the assault of financially powerful transnational tobacco companies alone. The globalization of tobacco will continue to increase the consumption of tobacco and subsequently death and disease due to tobacco use. This global epidemic needs a global response. The framework conven tion on tobacco control can help small countries such as Togo work more effectively to reduce tobacco use.