Health advocates are sounding the alarm over the aggressive marketing of ultra-processed foods (UPFs) to Nigerian children, warning of serious long-term health consequences if urgent regulatory action is not taken.
Across major cities such as Lagos, Kano, and Enugu, children are being inundated with advertisements for sugary drinks, snacks, and highly processed food products. These items are often cheap and widely available in schools, churches, and online platforms.
Humphrey Ukeaja, a healthy food advocate and Industry Monitoring Officer at Corporate Accountability and Public Participation Africa (CAPPA), maintained that UPF products are mostly promoted with flashy packaging, cartoon characters, and endorsements from celebrities and influencers.
“Behind the bright colours and sweet flavours lies a growing threat to children’s health. Children are the primary targets, and the tactics used by food companies are calculated and manipulative.”
“Ultra-processed foods are industrial products typically high in sugar, salt, unhealthy fats, and artificial additives. Examples include carbonated drinks, sugary cereals, instant noodles, and packaged snacks.
“A 2021 Global Nutrition Report revealed a sharp increase in UPF consumption in Nigeria, particularly among children. A 2023 study published in The Lancet found that children with high UPF intake are 45% more likely to develop obesity and related conditions.
“In Nigeria, the Ministry of Health and Social Welfare reported that childhood obesity has tripled in the past decade. The incidence of Type 2 diabetes among children, once considered rare, is now a growing concern.
“Food companies are exploiting children’s psychological vulnerabilities by linking their products to happiness, fun, and social belonging. Even schools and religious centres, which should be protective spaces, have become targets for corporate marketing.”
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He explained that the situation is exacerbated online; social media platforms such as Instagram and TikTok are filled with influencer-driven promotions of unhealthy foods. A recent study by researcher Ada Mac-Ozibgo found that 70% of food advertisements aimed at children on social media promote unhealthy products.
Other countries have moved to tackle the problem. Mexico and Chile have banned UPF advertising in schools and during children’s programming. Advocates argue that Nigeria must adopt similar measures to safeguard its future generation.
“The federal government must act swiftly. We need strict regulations to restrict the marketing of unhealthy foods to children and protect them from a preventable public health crisis.”
He also called on parents, caregivers, schools, and religious institutions to resist exploitative sponsorships and promote healthier food environments.
“Nigerian children deserve better than a lifetime of diet-related illnesses wrapped in glossy packaging. They need protection, accountability, and a food system that supports their healthy development.”
