AI-Driven De-Marketing Strategies and Consumer Smoking Behaviour: Implications for Public Health Safety in Nigeria

Abstract

Smoking remains a widespread habit worldwide, and Nigeria is no exception amidst its increasing sustenance due to behavioural addictions and information asymmetries, despite well-documented health and economic risks. Cigarette consumption contributes significantly to lung damage, premature mortality, reduced productivity, and adverse implications for national economic performance. Against this background, this study examines the role of AI-driven de-marketing strategies in influencing consumer smoking behaviour and enhancing public health safety in Ogbomosho, Oyo State, Nigeria. Adopting a cross-sectional research design, the study targeted active smokers within the area, with 289 structured questionnaires administered using a purposive sampling technique and analysed using descriptive and inferential statistical methods. The findings reveal that AI-enabled de-marketing interventions of predictive taxation enforcement, intelligent plain-packaging simulations, algorithm-driven awareness messaging, digital enforcement of smoking bans, and the AI-supported promotion of recreational alternatives exerts a significant influence on smoking behaviour. The study finds that using artificial intelligence in de-marketing strategies makes it much easier to cut down on smoking and protect public health safety among the members of the society. The study recommends that stakeholders should deploy AI-based awareness campaigns to highlight the physical and psychological benefits of healthy lifestyles, strengthen data-driven enforcement of anti-smoking regulations, and implement comprehensive cigarette bans supported by intelligent regulatory and monitoring systems nationwide sustainably.