Recently, the Corporate Accountability and Public Participation Africa (CAPPA) launched its documentary on the humongous dangers of consuming Sugar Sweetened Beverages (SSBs) in Nigeria. SSBs are commonly called soft drinks in Nigeria. However, the impact of soft drinks on the health of consumers is a mockery of its common name. This documentary, ‘Sweet Poison’, is a tool for advocacy, sensitization, and a record of the efforts of the growing coalition demanding for healthy food policies in Nigeria. It also revealed the lies that we live as a nation and further established the false narratives that have been forced down the throats of the people.
Myths about SSBs
In a simple manner, many people are aware of dangers that abound in many things they do, including consumption of ultra-processed foods but they don’t see the extent of damage. My preferred example in this case is the finding of one of CAPPA’s vox pop in a popular neighborhood market in Abuja. Many of the respondents admitted that excessive salt is bad because it makes their palms sweaty – they didn’t see its linkage with heart diseases particularly hypertension, which sets the tone for other cardiovascular diseases. Of course, the village people get the blame for that.
This gap, usually referred to as information asymmetry in policy/economic discussions, refers to the divide in information where the consumer is not fully aware of the dangers of what they are consuming. Due to this gap, big food businesses have intentionally driven a lot of myths and misconceptions about food. In the opening minutes of the ‘Sweet Poison’ documentary, a beautiful university student mentioned that her ‘menses’ will take care of her excess sugar – as it is going to flow out with her period. After all, the monthly flow takes out the dirt in our body (emphasis is mine). In a similar way, an aged woman in the video admitted that there is no benefit to consuming sodas, but ‘it is to make oneself happy’. One would truly wonder, what is the real cost of this placebo happiness?
In 2023, when the CAPPA team was in Kaduna to engage stakeholders in the North West, we had a similar story. Men in the north consume excessive sugar because they spend a lot of time in the sun, and those who do menial jobs believe that their long, stressful days drain sugar through their sweat. You must have heard a similar story during COVID.
The Addiction Problem
When it comes to the dangers of sugary drinks, we are always at a crossroad with how to deliver the message. In public spaces, many see it as food – a pathway to fleeting luxury especially in a country like ours with high level of multidimensional poverty. In many circles, they think of it as an economic pillar – a promoter of productivity through job creation and ease of work (for those who drink them to take off the pains of a strenuous daily job). Unfortunately, all these are engineered feelings that don’t stand the test of facts. In 2025, Nairametrics released a data on employment in Nigeria. I encourage you to find it. For better context, you can compare with the latest data on companies listed on the Nigerian Stock Exchange. You will see clear contradictions between what you know of the employers in Nigeria and what truly obtains.
The mounting evidence in science continues to show that there is no nutritional value in consuming SSBs, in fact, they are the easiest way to get excessive added sugar into your body – which causes blood sugar spikes, pushing your blood vessels to overwork. In the short term, this overwork increases your risk factor of non-communicable diseases and in the long term, a lifetime of managing chronic disease.
Let’s try this: replace SSBs with Tobacco. Did you notice your ‘God forbid attitude’? Exactly! The moral fight against tobacco has made it easier for health campaigners and government to act against tobacco and tobacco products. What many don’t know is that the effects of added sugar – through SSBs – on your health are in the same category as tobacco. The addiction is mind-boggling, so is the impact on mental health.
The unrestricted access to sugary drinks through targeted sales and advertising exposes consumers to heavy dependence on products with refined sugars, causing the release of dopamine. Dopamine activates the reward pathway in the brain, driving the demand for more of that ‘exciting’ reward. This can be worse in sugary drinks that also contain caffeine. But what do we feel when we come in contact with the first bottle?
The unhealthy long exposure to false advertisement, misleading claims, and the description of the good life that accompanies the marketing of sugary drinks and other junks. Evidence of this abounds but we are running away from that truth. Funniest part? This has been known since the 1970s but someone buried it.
Cost of Health Care
When COVID struck, many saw a glimpse of how effective the Nigerian healthcare system could be. Fast, responsive, detailed, and human-centered. There was information flow across multiple channels, which contributed to trust in the government’s approach and the entire sector. Today, one would wonder if we took lessons from those gory days. If we did, are we applying them as we should, to improve delivery or even uptake? When you consider these many questions and the unholy race between communicable and non-communicable diseases in Nigeria, you will be weary of the dangers of a weak, non-responsive, ill-equipped health system and what it means for individuals and the country.
In 2024, the NOI Polls reported that more than 80% of Nigerians pay out of pocket for their healthcare. It means 8 out of 10 people must make direct payment from daily earnings/savings. In many cases, the remaining 2 don’t have insurance packages that cover all possible health costs. When you think about this, the now popular but still emerging crowdfunding spree on social media platforms, and the number of financial commitments to people living with Non-Communicable Diseases within different families, you’d begin to get a clearer picture of the real cost of healthcare.
It must be noted that communicable disease is still growing in Nigeria while non-communicable diseases are also catching up. With a workforce plagued by Japa, less motivated personnel, not so conducive work environment, and the uncertainty of being a Nigerian (we can debate this, but I heard you praying silently that may Nigeria not happen to you), chronic diseases management is not an easy ride in Nigeria. Of course, it is not easy anywhere around the world.
…and the lies go on!
What is more appalling is the nonchalant attitude of the producers of sugar-sweetened beverages and other ultra-processed foods. They go on like the dangers are not real while blaming consumers for making their choices. These are consumers that have been blatantly lied to through misleading adverts and bombarded with false nutritional information that tells half-truth.
They make claims that are not substantiated, fund alternative research, and use the media against the public. They sit at policy tables to arm-twist the government through their well-planned Deny, Dilute, and Delay tactics. When it fails, they rally innocent citizens against the government. Their lies of paying taxes to help the economy do not reflect the pain of consumers who bear the cost of paying these taxes and their health problems. Double Wahala – in this case, for living body (I hope Fela won’t be suing for copyright). They turn the heat on the public when they support the government for policies that promote public health and use the vulnerable to expand their own wealth machine.
These tales of lies go on and on, reinventing products with names that entice the consumer without spelling out the dangers.
It’s not all gloomy
The government is trying as much as possible to avert a potential doomsday, but I think the train is not moving fast enough. I also agree that there are a lot of things to unpack, including legislative framework, regulatory processes, and more importantly policy directions to harness needed change, speed up processes and reposition the food environment.
In 2023, Nigeria approved and gazette its trans-fat regulations – the law that protects Nigerians from consuming industrial produced trans fatty acids or partially hydrogenated oils. Prior to that, the country imposed a #10/litre tax on sugar-sweetened beverages, while ongoing policy engagements are targeting different regulations. All these works are building up behind the scenes with one aim – to protect Nigerians from the dangers of unhealthy diets and improve our quality of life, but the government must change gears.
As we wait for government to speed it up, individuals must take charge too. Go beyond the pack of the road, read the food label. Beyond false claims in advertising, listen to experts. Beyond the fizzy drinks, prioritise healthy eating.
