Framing Responsible Drinking Messages in Nigeria: An Empirical Examination

Abstract

Nigeria ranks first for per capita consumption and heavy episodic drinking prevalence in Africa. Yet, there are no alcohol policies, standard drinks measurements, or low-risk drinking guidelines in the country. We explored the awareness and understanding/interpretations of the alcohol industry-sponsored ‘‘drink responsibly’’ message (DRM) among Nigerian youths. Data were elicited through semi-structured interviews and focus groups, and we also observed product labels and industry websites. Undergraduate participants were aware of the DRM, but some out-of-school participants with low-level education did not know it existed. This is likely because the DRM is promoted in the English language without any indigenous language alternatives. It is embedded in conventional advertisements that glamorize drinking without stand-alone public health messages encouraging low-risk drinking behaviours. Participants shared divergent but subjective interpretations of the DRM, but none associated it with abstinence. Some associated the DRM with the ability to hold one’s drink, stating that it means: ‘drinks very well, but don’t get drunk’, and ‘drink to your satisfaction, but don’t misbehave’. Other interpretations included: ‘know your limit’ and ‘drink in moderation'. Alcohol companies in Nigeria redirect consumers to Drinkaware’s and DrinkIQ’s websites in the UK but use inconspicuous fonts to inscribe the DRM on product labels. By design, alcohol companies frame the DRM to promote drinking and individual responsibility. Thus, it engendered subjective interpretations, including high-risk drinking behaviours. Policymakers should jettison self-regulation, implement alcohol policies and introduce low-risk drinking guidelines to encourage low-risk drinking. Also, Drinkaware’s and DrinkIQ’s websites should be avoided. To be effective, all RDMs should include the indigenous language versions.