Author: Emeka Dumbili, Assistant Professor and Ad Astra Fellow, University College Dublin

Nigeria has a high rate of heavy drinking among young people. One study found that 55.8% of teenagers between 15 and 19 years old had engaged in binge drinking in the past month. The World Health Organization has shown that strictly limiting alcohol advertising and reducing alcohol availability are among the most effective measures to prevent heavy alcohol consumption. But Nigeria has few regulatory measures to govern brand advertising of alcohol. I am a medical and public health sociologist with many years’ experience of studying alcohol marketing and its effects on young males and females. In a chapter from my…