By Benjamin Njoku 

The National Film and Video Censors Board, NFVCB, has received the World Health Organization’s Director-General’s Special Award for the African Region in recognition of its work on tobacco control and responsible media content in Nigeria.

NFVCB was the only Nigerian institution among five African recipients honoured as part of activities marking World No Tobacco Day.

 The award, presented by WHO Director-General Dr. Tedros Adhanom Ghebreyesus, acknowledges the Board’s leadership in regulating how tobacco and nicotine products are depicted in Nigerian films, music videos, skits, and other audiovisual content, especially those accessible to young audiences.

The WHO Director-General’s Awards are given annually ahead of World No Tobacco Day on May 31 to individuals and organizations across WHO’s six regions for outstanding contributions to implementing the WHO Framework Convention on Tobacco Control ,FCTC.

NFVCB earned the recognition for its 2024 regulations that prohibit the promotion and glamourization of tobacco and nicotine products in entertainment content. Under the rules, any necessary depiction of tobacco use must carry health warnings, receive an 18+ classification, and be restricted to adult audiences. Producers are also required to include disclaimers and disclose any ties to the tobacco and nicotine industry, while brand display and product placement are banned.

The policy aligns with Article 13 of the WHO FCTC on tobacco depiction in entertainment media. With these regulations, Nigeria became the first country in Africa and only the second globally to introduce such comprehensive safeguards against the on-screen glamorization of tobacco use.

Research and WHO guidance show that portraying tobacco use in entertainment media normalizes smoking and increases uptake among young people. By setting clear standards, NFVCB is reducing exposure to pro-tobacco imagery and encouraging socially responsible storytelling in Nigeria’s creative industry.

The award also supports the 8-Point Agenda of the Minister of Art, Culture, Tourism and the Creative Economy, Barrister Hannatu Musa Musawa, which aims to strengthen policy frameworks, promote responsible content, preserve cultural values, and position Nigeria as Africa’s creative capital by 2030.

Reacting to the award, NFVCB Executive Director and CEO Dr. Shaibu Husseini said it validates the Board’s efforts to promote responsible storytelling and protect public interest through effective content regulation.

“This award validates the work we have done with the Nigerian creative industry to promote responsible storytelling,” Husseini said. “Our goal has never been to censor art, but to ensure that our films do not inadvertently market products harmful to public health.”

He reaffirmed the Board’s commitment to protecting children and vulnerable audiences and strengthening the positive influence of Nigeria’s entertainment industry globally. Husseini also thanked the Federal Ministry of Art, Culture, Tourism and the Creative Economy, filmmakers, producers, and advocacy partners including Corporate Accountability and Public Participation Africa [CAPPA], National Tobacco Control Alliance [NTCA], and Campaign for Tobacco-Free Kids [CTFK] for their collaboration.

NFVCB said it will continue to enforce the regulations, expand public education and stakeholder engagement, and deepen collaboration with WHO, the WHO FCTC Secretariat, and other partners to promote responsible entertainment content and public health protection.