Introduction
Electronic nicotine delivery systems (ENDS; e-cigarettes) products are penetrating markets in low/middle-income countries (LMICs) with limited regulations and information on industry activity.1 2 For example, the prevalence of e-cigarette ever-use is estimated at 7.9% among adolescents and young adults in Lagos, the most populous city in Nigeria.3 Although these rates are not as high as combustible cigarettes, the absence of specific regulations provides the potential for growth in ENDS use. Currently, data on these products are skewed towards high-income countries like the USA, Canada and the UK.4 There is limited research on how these products are marketed in sub-Saharan African countries like Nigeria, with significant numbers of young and upwardly mobile youth. Access to digital marketing has increased in Nigeria, as in most LMICs, in the past decade, and this has not gone unnoticed by the industry.5 For example,…