Sneaky ads, weak rules are putting Nigerians’ health at risk, new report says

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On Wednesday, May 7, a powerful new report was released in Lagos—and it’s sounding the alarm about the unhealthy foods sneaking onto people’s plates across Nigeria.

The report, titled “Junk on Our Plates: Exposing Deceptive Marketing of Unhealthy Foods Across Seven States in Nigeria”, was shared by Akinbode Oluwafemi, Executive Director of Corporate Accountability and Public Participation Africa (CAPPA). He warned that weak food regulation and tricky advertising have helped sugary drinks, salty snacks, and ultra-processed meals take over homes, schools, and even religious gatherings in Nigeria.

“Nigerians are now dealing with diseases that were once considered ‘Oyibo sickness.’ Obesity, diabetes, hypertension, and cardiovascular diseases now rank among the leading causes of death,” he said. “Together, they account for more than 30 percent of all annual deaths in Nigeria.”

These illnesses—called non-communicable diseases (NCDs)—are becoming more common as traditional diets filled with grains, beans, and veggies are replaced with fast food and sugary treats.

The World Health Organisation (WHO) says NCDs are now a major health threat in Nigeria. In fact, over 684,000 Nigerians die from them every year, according to Adewunmi Emoruwa, Lead Strategist of Gatefield. “This preventable crisis can no longer be ignored,” he said.

Tricks behind the marketing

Between April and July 2024, CAPPA volunteers investigated food marketing across 54 communities in Abuja, Imo, Kaduna, Lagos, Nasarawa, Niger, and Osun. What they found was worrying.

In Imo, yoghurt drinks loaded with sugar were falsely labelled as “not sugary.”
In Lagos and Abuja, soft drink brands like Coca-Cola and Pepsi teamed up with fast food chains during Ramadan, offering meal deals to encourage overconsumption.
In Kaduna and Nasarawa, seasoning brands used ads in Hausa and sponsored kiosks to deeply embed themselves into family cooking routines.

“No brand warned consumers about the dangers of excessive consumption,” the report said. “Instead, the industry capitalised on local traditions, youth culture, and religious events to mask health risks.”

Some action, but not enough

To slow the spread of sugary foods and drinks, Nigeria has made some policy moves:

A N10 per litre Sugar-Sweetened Beverage (SSB) Tax was introduced in 2021.
In 2023, NAFDAC set rules about trans fats and clearer food labels.
In March 2025, the National Sodium Reduction Guidelines were launched to reduce how much salt people eat.

But according to Mr. Oluwafemi, enforcement has been weak. “These companies operate like the tobacco industry once did,” he warned. “Covert marketing, targeting children, using influencers, and distorting health information.”

Even though the government collected over N100 billion in SSB taxes from 2022 to 2024, health experts say it’s unclear where that money went—and little has been spent on public health education.

Stronger rules urgently needed

The report recommends bold action, including:

Raising the SSB tax from N10 to N130 per litre.
Banning unhealthy food marketing near schools and in poor neighborhoods.
Requiring easy-to-read nutrition labels on the front of packaging.
Setting strict limits for sugar, salt, and trans fats in packaged foods.

It also warns against corporate influence in policymaking, saying food rules should be made by governments—not by companies funding school programs or health events.

A call for food fairness

Backed by the Global Health Advocacy Incubator, this research was part of CAPPA’s Healthy Food Policy Youth Vanguard project. Mr. Oluwafemi called it the start of a national food justice movement.

“This is about fairness,” he said. “Whether you live in Maitama or Makoko, you deserve access to food that nourishes your body. It’s a human right, not a luxury.”