How we earned WHO recognition over anti-smoking policy in films — NFVCB boss

 

By Onyeka Ezike

The Executive Director of the Nigerian Film and Video Censors Board (NFVCB), Dr. Shaibu Husseini, has revealed how Nigeria emerged as the first African country and only the third globally to receive special recognition from the World Health Organisation (WHO) for regulating tobacco imagery in films.

Husseini said the recognition followed deliberate efforts by the NFVCB to discourage the glamorisation of smoking in Nigerian movies and align the country’s creative industry with global public health standards.

Speaking during Villa Square, a special segment of Cr8tive Naija aired on Mainland 98.3 FM Lagos and anchored by tourism journalist Frank Meke alongside Bunmi Bade Adeniji, the NFVCB boss explained that the board introduced stricter regulatory measures after discovering that the Nigerian film industry had become a platform for indirectly promoting smoking, especially among young viewers.

According to him, despite Nigeria adopting a tobacco control policy as far back as 2014, implementation within the entertainment sector remained weak until his administration took decisive action.

“When I assumed office, I realised that although other sectors had already implemented tobacco control regulations, the film industry was still being used to promote smoking,” he said.

“Globally, there had already been concerns about the impact of smoking scenes in movies, especially on young people who are highly impressionable. We felt it was important to ensure that smoking is not glamorised in Nigerian films.”

He explained that under the revised policy framework, smoking scenes are only allowed where they are strictly necessary for educational, historical, or corrective storytelling purposes, and must carry appropriate health warnings and disclaimers.

Husseini disclosed that the anti-smoking campaign in films attracted international attention from the WHO Regional Office for Africa, eventually leading to Nigeria’s recognition for its progress in curbing tobacco promotion through entertainment content.

The NFVCB Director-General noted that the development has further positioned Nigeria as a leading voice in responsible filmmaking on the African continent.

Beyond censorship and regulation, Husseini stressed the need for stronger institutional support to reposition Nollywood as a globally competitive industry capable of creating jobs and driving economic growth.

He described the Nigerian creative industry as a major contributor to the nation’s Gross Domestic Product (GDP), noting that film production provides direct and indirect employment opportunities for thousands of Nigerians.
“The creative and film industry contributes immensely to the nation’s GDP,” he said.

“On an average film production set, you can find between 20 and 30 people working. Beyond that, films shown in cinemas generate taxes and revenue for government. The industry remains a critical driver of the economy.”

However, he insisted that what filmmakers need most is not direct financial intervention from government, but policies and infrastructure that can help the industry thrive sustainably.
“The government does not necessarily need to provide money for filmmakers,” he stated.

“What the industry truly needs is structure — an enabling environment that supports production and distribution. Filmmakers can often source funding independently, but distribution remains one of the biggest challenges after production.”

He explained that inadequate distribution channels continue to limit the commercial success and reach of many Nigerian films, despite the growing global acceptance of Nollywood productions.

Husseini commended the Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musa Musawa, for supporting initiatives aimed at expanding film distribution across the country.

According to him, the Minister approved proposals by the NFVCB to establish community cinemas and introduce licensing waivers designed to encourage wider participation and grassroots access to films.

He also advocated stronger collaboration between the tourism and creative sectors through the preservation and promotion of iconic movie locations as tourism assets capable of generating additional revenue for the country.

The NFVCB boss further revealed his desire to establish a dedicated research centre for Nigeria’s film industry to bridge the gap between academia and practitioners while improving access to reliable industry data.

“One major challenge we currently face is the absence of reliable industry data and a dedicated research centre for the film industry,” he said.

The WHO’s anti-tobacco movie policy is tied to Article 13 of the WHO Framework Convention on Tobacco Control (FCTC), which identifies tobacco imagery in films and entertainment as a form of indirect advertising capable of influencing smoking behaviour, particularly among young audiences.

For Husseini, responsible storytelling, stronger regulation, and improved industry structures remain critical to the future growth and global competitiveness of Nollywood.