The African Tobacco Control Alliance (ATCA) is raising urgent concerns over the increasing promotion of smoking in virtual spaces, particularly those frequented by young people. They are calling for immediate digital regulations to protect children from manipulation by the tobacco industry's new marketing tactics in the metaverse.

• ATCA warns that 70% of Africa's population is under 30, with rapid internet penetration and low awareness of online manipulation.
• Mrs. Kouami Kossiwa, Interim Executive Secretary of ATCA, highlighted how the tobacco industry is "adapting its playbook to lure them into addiction."
• The World Conference on Tobacco Control recently shared examples of tobacco companies launching digital tokens and vape companies sponsoring online games in the metaverse.