Alcohol outlet density and marketing in Abeokuta, Nigeria

Transnational alcohol corporations in Nigeria as commercial determinants of health: Implications for policy

Research on commercial determinants of health (CDoH) has burgeoned in the Global North. However, despite the heavy presence of harmful commodity industries in Africa, little scholarly attention has been paid to CDoH. Transnational alcohol corporations (TNACs) in Nigeria deploy well-articulated marketing strategies and practices that negatively impact health in their quest for profit maximisation, wealth extraction and influence. Nevertheless, their tactics and practices are largely unregulated and understudied. This commentary demonstrates how TNACs in Nigeria are a key pervasive and harmful CDoH, highlighting the policy implications of their strategies and practices. Focusing on changing norms that constrain young people's drinking, TNACs promote hazardous drinking practices by using drinking games as a marketing strategy where the winners receive more alcohol and money as prizes. Alcohol corporations also encourage sexual risk-taking and associated harm by marketing alcoholic bitters as aphrodisiacs and sex enhancers. From 2014 to 2016, one TNAC organised the annual Nigerian Beer Symposium, spreading misleading information that beer consumption prevents cancer, reduces kidney stones, and improves women's skin beauty. Furthermore, through partnerships with the government, TNACs appear to use industry-led corporate social responsibility (CSR) initiatives to lobby officials, enhance corporate reputations, sustain pro-drinking framings, disinformation/misinformation and self-regulation, and silence discussions on alcohol policy implementation. While TNACs' products and practices negatively impact health/equities, decision-makers appear to enable their enormous power. The government should embrace evidence against TNACs as CDoH, implement policies to regulate them and collaborate with civil society organisations/advocates to hold them to account. Relatedly, the government should hold TNACs to account through international mechanisms because most of their practices violate laws in the Global North countries where they are headquartered.

Age verification and underage accessibility of official alcohol companies' websites and brand pages on Facebook and Instagram

BACKGROUND

Digital alcohol marketing increases alcohol consumption among underage persons. The study aimed to assess the effectiveness of age verification measures on three digital sites: official alcohol company websites and their associated brand pages on Facebook and Instagram in Nigeria.

METHODS

We created three fictitious age profiles (14, 16, and 18 years) on the three digital sites. Using a smartphone and desktop computer, we assessed the presence of age verification on 15 official alcohol companies' websites, 66 alcohol brand pages on Facebook, and 72 on Instagram. We assessed whether the fictitious underage profiles could interact with content on brand pages.

FINDINGS

Only three of 15 alcohol companies' websites included age verification. Two websites required entering the date of birth, while one required clicking a yes/no box to confirm being above 18 years old. Only one website blocked multiple attempts to gain access using an underage profile. Only 24 of 66 official alcohol brand pages on Facebook activated age verification. Underage users aged 14 and 16 could interact with posts and follow 42 alcohol brand pages on Facebook. Only 22 of 72 alcohol brand pages on Instagram had age verification. Users aged 14 and 16 could interact with posts and follow 50 alcohol brand pages on Instagram.

CONCLUSION

Underage persons can access and interact with alcohol content on alcohol companies' websites and brand pages on Facebook and Instagram in Nigeria. A regulatory framework for restricting underage access to alcohol marketing on digital platforms is required in Nigeria.

Alcohol marketing as a commercial determinant of health: daily diary insights from young women in Kampala

Alcohol marketing, as a commercial determinant of health, presents an emerging threat to global health and is of particular importance in low-resource settings. This study is composed of data from 'The Onward Project On Wellbeing and Adversity' (TOPOWA) project, a multicomponent prospective cohort study examining the mechanistic pathways of adverse mental health conditions among women aged 18 to 24 years living in the Kampala slums in Uganda. The cohort consists of 300 women recruited in 2023 from three study sites (i.e., Banda, Bwaise, and Makindye). In this study, we deployed an underutilized tool, daily diaries, for assessing the exposure to alcohol marketing and an alcohol-promoting environment among young women living in the urban slums of Kampala, Uganda to spur new research and action. At baseline, participants completed a 5-day daily diary and an interviewer-administered survey. Findings show that alcohol-related neighborhood features were most frequently reported, including bars (Mean = 3.88 days), people drinking alcohol (Mean = 3.75), alcohol selling points (Mean = 3.45) and alcohol ads on TV (Mean = 2.51). Women who were exposed to bars (PR = 1.31) and alcohol ads on billboards (PR = 1.14) in a day were more likely to report alcohol use. Similarly, those exposed to alcohol ads on billboards (PR = 1.76) and bars (PR = 2.02) every day were more likely to report alcohol use. Higher cumulative exposure to different alcohol-related features was associated with a greater likelihood of alcohol use, particularly in the group with the highest exposure level. These findings underscore a need to develop alcohol counter-marketing strategies and harm reduction approaches. Daily diaries proved to be a feasible strategy in capturing real-time exposure data, which could in turn support prevention measures and the evaluation of intervention strategies.

Alcohol industry-sponsored music festivals, alcohol marketing and drinking practices among young Nigerians: Implications for policy

INTRODUCTION

The global alcohol industry sponsors social/music events targeting young people; however, existing literature focuses on Westernised contexts. Given the decline in young people's drinking in many Western countries, it appears that multinational alcohol companies are importing the strategies they have used in high-income countries to the Global South countries like Nigeria to recoup profits. This study aims to examine the Guinness Show- a free one-month annual music festival, alcohol marketing at the festival and the extent to which the event encourages diverse drinking practices among its attendees.

METHODS

We observed the music festival before collecting data through 53 interviews and 3 focus groups (N = 26). Data were analysed to generate themes with the aid of NVivo 12 software.

FINDINGS

Over 6000 participants attend the Guinness Show daily, and participants gave detailed descriptions of the music festival, alcohol marketing activities that occur in it and the drinking practices of attendees, indicating that they were highly knowledgeable of the event. The Guinness Show attracts famous music artistes and other entertainers. Therefore, young people attend to see them perform free of charge. However, diverse alcohol promotions (e.g., quantity deals, low prices, giveaways) that happen daily, the strategic use of young women as 'beer promoters', and the pleasure the event induces by fusing music/entertainment into alcogenic environments, encourage drinking and drunkenness. All the attendees drank alcohol, and some engaged in impulse buying, while many consumed excessively due to promotions (e.g., buy-two-get-one free), which facilitated intoxication and the loss of control.

CONCLUSIONS

Guinness Nigeria organises the event for strategic brand communication, generating brand capital, and encouraging alcohol purchases and consumption among young people. Policymakers should reconsider self-regulation and implement national alcohol control policies and other public health interventions to restrain the alcohol industry from sponsoring such events.