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South Africa: How SA Influencers Help the Tobacco Industry to Spread Confusing Messages
Sbusiso Leope, better known as DJ Sbu, is part of a social media campaign that's been pushing back on parts of the tobacco Bill that is in front of Parliament. He's just one of many influencers who say they are defending informal traders, but public health advocates and researchers warn this selective, emotive picture is one often presented by the tobacco industry.
In fact, in an August presentation to Parliament, University of Pretoria public health expert Lekan Ayo-Yusuf, said nearly half of smokers in South Africa buy single stick cigarettes. Tisa paid for billboards, newspaper adverts and influencers — including former journalist Yusuf Abramjee, who has over 900 000 followers on X — to share social media posts calling on government to deal with "illegal cigarettes" before introducing new regulations. According to Ayo-Yusuf, illicit trade is often driven by legitimate manufacturers who find ways to avoid paying proper taxes while producing branded cigarettes — the same companies who use it as an argument to slow regulation.
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