Nigeria is facing a concerning issue with heavy drinking among young people, particularly teenagers between the ages of 15 and 19. A study found that 55.8% of teenagers in this age group had engaged in binge drinking in the past month. This high rate of heavy alcohol consumption among young individuals is alarming and requires immediate attention.
The World Health Organization has identified limiting alcohol advertising and reducing alcohol availability as effective measures to prevent heavy alcohol consumption. However, Nigeria lacks regulatory measures to govern brand advertising of alcohol. This lack of oversight has allowed alcohol companies to engage in reckless branding practices that promote irresponsible drinking behaviors.
As a medical and public health sociologist with expertise in studying alcohol marketing, I have observed the harmful effects of alcohol advertising on young males and females in Nigeria. In my research, I have found that alcohol companies openly advertise their drinks as aphrodisiacs and sex-enhancers, targeting young drinkers with highly sexualized branding.
Historical accounts in Nigeria reveal that alcohol consumption was traditionally seen as a sign of being an elder, and young people were discouraged from drinking alcohol. However, societal norms have shifted, and alcohol is now readily available 24 hours a day without regulations on opening and closing hours for bars and pubs.
The lax oversight in Nigeria has allowed the alcohol industry to promote sexist and sexually explicit branding that encourages sexual violence against women. Brand names and descriptions on labels often depict male domination and sexual violence, perpetuating harmful stereotypes and behaviors.
Some young Nigerians have reported using alcoholic bitters for sex enhancement, with a significant percentage consuming these drinks before their last sexual encounter. The easy accessibility and affordability of alcoholic bitters in sachets and small bottles make them popular among young drinkers, contributing to the normalization of alcohol consumption for sexual purposes.
Irresponsible marketing tactics, such as drinking games in public, further promote excessive alcohol consumption and risky behaviors among young people. These games incentivize participants to drink quickly and compete for more alcohol, leading to public drunkenness and alcohol overdose.
To address the issue of irresponsible alcohol branding in Nigeria, the government must implement comprehensive policies and regulations to control alcohol sales, consumption, and advertising. International best practices should guide these efforts to curb heavy drinking among young people and protect public health.
Despite the urgent need for action, Nigeria’s government has shown little initiative in addressing the problem of heavy drinking. The suspension of a proposed ban on alcoholic beverages sold in small sachets or bottles reflects a lack of commitment to tackling the harmful effects of alcohol consumption on society.
In conclusion, Nigeria must prioritize the regulation of alcohol advertising and branding to prevent the normalization of heavy drinking among young people. By implementing effective policies and enforcement measures, the country can promote responsible alcohol consumption and protect the health and well-being of its citizens.