A news report has revealed how aggressive and misleading marketing by food and beverage companies is worsening Nigeria’s public health crisis, especially in poor and rural communities.
The report, titled “Junk on Our Plates,” was launched on Wednesday at a media briefing in Lagos by Corporate Accountability and Public Participation Africa (CAPPA). It shows that more Nigerians are consuming ultra-processed foods loaded with sugar, salt, and unhealthy fats—often promoted as “healthy” through clever advertising and branding.
Based on field research from April to July 2024 across Lagos, Abuja, Imo, Kaduna, Nasarawa, Niger, and Osun states, the report highlights how companies push sugar-sweetened beverages (SSBs), seasoning cubes, and processed snacks through emotionally targeted campaigns.
How Companies Target Vulnerable Groups
CAPPA found that manufacturers use local languages and cultural references to build trust. In many cases, they team up with celebrities or distribute free branded items to retailers—often without warning them of the health risks.
In northern Nigeria, companies heavily market seasoning cubes with high levels of sodium and MSG. Hausa-language ads falsely frame these products as part of traditional meals. Meanwhile, SSB brands sponsor events in schools, markets, and festivals—leading to increased sugar intake and higher rates of non-communicable diseases (NCDs).
Rising Health Risks and Industry Tactics
Akinbode Oluwafemi, CAPPA’s executive director, warned that these tactics are worsening conditions like hypertension, diabetes, obesity, and heart disease. NCDs now account for over 30% of deaths in Nigeria.
“This is a public health emergency,” he said. “The food industry is taking advantage of weak regulations to target low-income families and children. Our diets are being hijacked.”
Youth advocate Adebayo Adenike from ETH Vanguard added that junk food has become normal in rural areas. “Companies use music, dance, and freebies to attract families. People even believe these sugary drinks are healthy—but they’re silent killers,” she said.
Policy Recommendations
CAPPA project officer Opeyemi Ibitoye outlined key solutions, including:
- Banning junk food ads near schools
- Increasing the SSB tax (currently ₦10 per liter)
- Reinvesting tax revenues into health education
- Setting sodium limits for seasoning products
- Requiring warning labels on food packaging
- Launching a national campaign to educate consumers
While Nigeria has started regulating unhealthy foods through taxes and sodium guidelines, CAPPA says enforcement remains weak and industry influence is strong.
“The government must stop treating food regulation as optional,” Ibitoye said. “Without stronger laws and real enforcement, public health will continue to suffer. This report is a wake-up call.”
