Persuasion and impact: alcohol marketing as a commercial determinant of health among young Nigerians

Abstract

Background and aims: Studies on the commercial determinants of health (CDoH) are rapidly growing in Western countries. Nevertheless, despite the ubiquity of transnational alcohol corporations (TNACs)-a leading harmful commodity industry-in Nigeria and across Africa, few studies have focused specifically on alcohol marketing as a CDoH. TNACs in Nigeria and other low-resource settings deploy diverse and aggressive marketing strategies to mitigate the decline in youth drinking in many Western countries. Yet, no study to date has contextualised alcohol marketing as a CDoH and its impact on young people's drinking. This study explores the awareness and impact of alcohol advertising and promotion on young people's drinking behaviours in Benin, Nigeria.

Methods: We collected data through three focus group discussions (n = 26) and 53 semi-structured interviews with 18-24-year-old adolescents and young adults. Data were analysed thematically.

Results: The findings show that participants were exposed to alcohol marketing on TV, radio, and social media and demonstrated a high awareness of various other alcohol promotional strategies. Participants acknowledged the persuasive influence of alcohol marketing in trying new products and changing brands temporarily and permanently. Celebrity advertising and endorsement through sports were also recounted as an impactful alcohol marketing strategy. Furthermore, quantity deals, discount sales, and other promotional strategies, facilitated impulse buying and heavy drinking.

Conclusions: The findings demonstrate how alcohol marketing in Nigeria is a major pervasive and harmful CDoH. Policymakers are encouraged to implement policies to mitigate the impact of alcohol marketing through prevention and intervention strategies, including marketing regulation and enforcement.

Keywords: alcohol; alcohol advertising; alcohol marketing; alcohol promotion; commercial determinants of health.