CAPPA Calls for Tighter Regulations on Ads for Sugar-Laden Processed Foods

The Corporate Accountability and Public Participation Africa (CAPPA) has made a call to the federal government for enhanced regulations governing the marketing of sugar-laden drinks and ultra-processed products aimed at children. The organization highlighted festive seasons as critical periods for heightened advertising that could jeopardize public health.

Akinbode Oluwafemi, Executive Director of CAPPA, emphasized the necessity for decisive action in Nigeria’s food sector to protect public interest during a presentation of their latest report in Lagos.

CAPPA’s report, titled ‘Unhealthy Food Hijack of Festive Periods in Nigeria,’ focused on the marketing practices observed during the 2025 Christmas season and the 2026 New Year celebrations. It pointed out that major food and beverage brands had heavily populated public spaces and online platforms with promotions that connected high-sugar and high-salt products to festive joy and community spirit.

According to the report, the atmosphere surrounding these festive periods was exploited for aggressive brand promotion, effectively intertwining unhealthy products with a sense of social meaning and driving large-scale consumption.

Oluwafemi also noted that exposure to such marketing tactics was pervasive and nearly unavoidable, particularly for children who encountered these advertisements in malls, parks, schools, and on social media.

The analysis revealed that children, young individuals, and low-income demographics are the most susceptible to such marketing influences, often bearing the brunt of health and financial repercussions stemming from diet- related illnesses.

CAPPA also identified clear trends in the festive advertising landscape, including an overwhelming presence of holiday-themed ads that featured caricatures of Santa Claus, concerts, and product giveaways targeted specifically at younger audiences. The report criticized the rising trend of utilizing AI-generated content to amplify the emotional resonance of marketing campaigns.

The organization accused food and beverage companies of leveraging corporate social responsibility efforts as covert advertising methods, arguing that charitable donations tied to brand visibility serve as indirect promotional strategies that exploit trust and mixed cultural sentiments while perpetuating unhealthy consumption practices.

The organization drew a connection between these aggressive marketing tactics and Nigeria’s growing epidemic of non-communicable diseases (NCDs) such as hypertension, diabetes, and heart disease. Oluwafemi issued a cautionary statement regarding the intensifying crisis of non-communicable illnesses in the nation, warning that the increased intake of ultra-processed foods might exacerbate ongoing health and economic challenges faced by families and the healthcare system.

CAPPA's suggested policy reforms include legally enforceable bans on the advertising, promotion, and sponsorship of unhealthy food products, especially during festive seasons. The organization also pointed to the critical need for a strengthened sugar tax of 50% on the retail price, using generated revenues to bolster public health efforts and NCD prevention strategies.

Additional recommendations featured the imposition of front-pack warning labels on unhealthy products, restrictions on advertising density in less affluent areas, and a prohibition on marketing strategies employing influencers and celebrities aimed at children.

Oluwafemi reinforced that advertising regulations must be accompanied by rigorous enforcement; violators should face strict penalties, including fines and potential license suspensions.

In its research methodology, CAPPA noted the monitoring of marketing strategies from 25 November 2025 to 5 January 2026, employing both purposive and snowball sampling across several cities including Lagos, Abuja, Ibadan, Onitsha, and Kaduna. The organization specifically investigated marketing efforts by food and beverage companies during the festive period, aiming to scrutinize the pervasive nature of these campaigns.

While awaiting responses from the food industry representatives concerning these allegations, CAPPA is hopeful this report will drive policymakers to prioritize public health in their decision-making process, thereby establishing better protections against exploitative marketing practices targeting children.