British American Tobacco faces $110 million fine for abuse of dominance in Nigeria, after settlement with up-and-coming antitrust enforcement agency

By Nicola Taljaard and Nicole Araujo 

About three years ago, in the summer of 2020, British American Tobacco Nigeria Limited and associated companies (collectively “BAT”) became the subject of an investigation by Nigeria’s then-brand-new Federal Competition and Consumer Protection Commission (“FCCPC”). The FCCPC was looking into the potential violation of the Federal Competition and Consumer Protection Act (“FCCPA”) and Administrative Penalties Regulations, 2020 (“Regulations”). After three years of investigating BAT’s business practices (including “dawn raids” on the company’s various office locations), the FCCPC found BAT guilty of having engaged in unfair business practices under section 155 of the Act by abusing its market dominance in Nigeria and violating public health regulations.  For the former, notably, BAT had penalized retailers for fostering an equitable and competitive market for its rival’s products in-store.

As a result of the finding, the FCCPC and BAT entered a consent order in December 2023. As part of this settlement pact, BAT agreed to engage in tobacco health advocacy, provide written assurances to the FCCPC and to be monitored by the FCCPC for the ensuing two years to ensure that BAT modified its behavioral and business practices to accord with relevant antitrust and tobacco control laws and efforts. BAT also agreed to pay a hefty fine of $110 million to the FCCPC in accordance with Clause 11 of the Regulations.  Notes Andreas Stargard, competition partner at specialist firm Primerio Ltd., “[t]he penalty agreed upon by the parties constitutes the largest fine imposed by the FCCPC thus far. It is also the first known instance in which the Regulations — which were intended to clarify the methodology for calculating administrative penalties — were applied and where the FCCPC has used the discretion conferred on it under Clause 11 to ‘consider administrative penalties on a case-by-case basis as the circumstances require’. Notably, BAT cannot appeal this fine, as it is part of a mutually agreed ‘consent order’ between the parties.”

In accordance with the terms and nature of the consent agreement, respectively, the FCCPCwithdrew the pending criminal charges against BAT and the agreement is not subject to appeal. Moreover, in compliance with applicable legislation, BAT and the relevant associated companies must advocate for both tobacco control and public health. 

The investigation and consent agreement have certainly come at a precarious time for BAT, which recently published that the value of its cigarette brands had diminished considerably in the past year and is known to have entered into a separate agreement with the US authorities surrounding investigations into the violation of a prohibition on tobacco sales to North Korea. 

The fine agreed to between the FCCPC and BAT follows the fairly recent publication of the FCCPC’s Regulations which delineate the legislative framework for the administration and imposition of administrative penalties according to the Act. The FCCPC reiterated its commitment to enforcing the law, making sure companies follow the relevant regulations, fair markets are fostered by all, and the protection of consumer interests are at the core of competitive actions and regulations. Ultimately, a fine to this extent sends a clear signal to other companies about the importance of fair, competitive behaviour and antitrust compliance.