As Africa most populous country, it is quite absurd that Nigeria authority fails to pay attention to issue of alcohol consumption particularly among vulnerable youths.
Industry players would always want to maximize profit and increase the customer base and their main target are young people that constitute higher demography.
Evidence from the 2016 Global Burden of disease study revealed that Nigeria was one of the countries with highest prevalence of alcohol use among adults between 15 years and older in Sub- Saharan Africa (SSA), 40-59.9% at population level, for both male and female. And according to studies, unregulated marketing practice of alcohol manufacturers is largely responsible for these figures.
Different innovations have been deviced by these green bottles merchants to keep our young population in stupor. Prominently, they present alcohol consumption has an ordinary article that can be purchased at ease like every other items. No wonder, every corner in Nigeria is occupied by sachets of hot drink or containers.
Bus stop beggers see nothing wrong with the selling of alcohol. Media presentation of alcohol is another bone of contention. National Television stations have more adverts of beers than another commodity. Between hours of 8-10 pm, alcohol promotional images are just too over-whelming to Nigerian audience.
Use of models, icons, and musical superstars to market alcohol is a serious crime in other countries in the name of endorsement. And selling of alcohol in sachets, and smaller containers are meant to increase sales and profits in inimical to public health.
Uncontrolled mounting of Billboards across cities is meant to normalise alcohol drinking in Nigeria, likewise moving vans images.Promotion of hard drinks in name of sports endorsemen t is another way of drawing more youth to that space likewise staging of musical shows and other entertainment arenas.
Without instituting strigent control measures, Nigeria is bound to lose more vibrant segments of our population to the lord of bottles. This is the time to develop an effective national policy on alcohol marketing in Nigeria. We cannot afford to play with future generations because of alcohol taxes. Devil gives with left hand and collect in many folds with right hand forcefully.
This is a big wake up call for public health units of Federal Ministry of Health, state health Ministries, legislatures at federal and state levels and other stakeholders to protect Nigerian young generation from green bottles hawks.
Written by Musa Aliyu,
Health Promotion Expert, from Ilorin
08038521253
