Stakeholders urges media to drive SSB increase tax implementation

Stanley Ihedigbo

In a bid to curb the alarming rise of diabetes, obesity, and other diet-related diseases, stakeholders urged journalists to intensified their efforts in advocating for a tax increase on Sugar Sweetened Beverages (SSBs) in Nigeria.

Speaking at a journalism training on effective SSB tax and industry monitoring, organised Corporate Accountability and Public Participation Africa (CAPPA), yesterday in Lagos, experts emphasized the critical role Journalists play in shaping public opinion and influencing policy decisions.

Executive Director, CAPPA, Mr. Akinbode Oluwafemi, said they need the support of the Journalists and commitment to make policymakers understand the urgency of increasing taxes on SSBs.

He noted: ” The habitual consumption of sugar-sweetened beverages (SSBs), is one that does not only affect us as individuals and our communities but also the health and well-being of our nation as a whole.

“In Nigeria, studies have shown that close to 30% of annual deaths are due to Non-Communicable Diseases (NCDs), which are primarily linked to unhealthy diets, particularly the consumption of sugar-sweetened beverages (SSBs), also known as “soft drinks”.

“The high rates of obesity, diabetes, hypertension, and other cardiovascular diseases highlight a health crisis in Nigeria, with over 11 million Nigerians currently living with diabetes. Nigeria’s status as the fourth-largest consumer of soft drinks globally is concerning and is a looming health epidemic if not addressed promptly. The adverse effects of these preventable diseases on productivity, revenue loss, and human lives underscore the urgency for effective policy solutions”, he explained.

According to him, in response, the government initiated an Excise Duty of N10 per litre tax on all carbonated sugar-sweetened beverages (SSBs) through the 2021 Finance Act and began its implementation in June 2022, which  objective was a measure to reduce the excessive consumption of sugary drinks.

“However, though the initiative is a step in the right direction, it falls short of the global recommendation of at least a 20% increase in the final retail price of SSBs.
Besides very low tax regime on SSB products, their manufacturers have continued to use deceptive marketing, lack of content disclosure, non-existence of Front of Pack labeling and false nutrition benefit to recruit consumers and sustain profits at the expense of health.

“As journalists, you have a unique platform and responsibility to shed light on critical issues facing our society and promote public health policy interventions. The effective implementation of an excise on sugar-sweetened beverages is a vital public health measure aimed at curbing the rising tide of NCDs.

“With in-depth and factual reports, we believe the media can assist in exposing sharp practices by SSB companies. You can also focus on regulatory loopholes, and advocate for policies that prioritize public health over corporate profit. The true cost of consuming SSBs is in the burden of diseases, productivity loss, and poor national health outcomes.

“Also, public health advocacy goes beyond just reporting the facts, it requires storytelling that resonates with the public, highlighting the human angle of the effects of SSB consumption and the urgency of action. By amplifying the voices of health experts, community leaders, and individuals affected by NCDs, we can galvanize public support for this critical healthy food policy,” he stressed.

The CAPPA boss urged Journalists  to use their platform to advocate for the effective implementation of SSB Tax, adding that it is essential to collaborate to ensure that the communities have access to accurate information, that policymakers are held accountable for national policy framework, and that public health remains a top priority in our communities and country.

Public Health Consultant, University College Hospital, University of Ibadan, Dr. Francis Fagbule, noted that cancer is responsible for over 72,000 deaths in
Nigeria annually, with an accounted
102,000 new cases of cancer annually.

“In 2016, Non Communicable Diseases (NCDs) were estimated to account for 24% – 29% of all deaths in Nigeria. NCDs account for 24% of total deaths and cardiovascular diseases take a lead of
11% (over 7%) of deaths attributable to
NCDs. Cancers (3%), diabetes (2%), and
chronic respiratory diseases (1%). The probability of dying prematurely from
NCDs in Nigeria is over 20%  according to the World Health Organisation (WHO).

“The median out-of-pocket cost of NCDs was ₦ 10,193 – ₦10,750 monthly. The estimations showed that about 30% of households with NCDs experienced catastrophic health expenditures in 2018 and Nigeria’s National Health Accounts show that ₦384.4 billion was spent on NCDs in Nigeria in 2017,” he explained.

The Medical Doctor further explained that SSBs include any liquids, powders, or other concentrated forms that contain natural or added sweeteners, not limited to and including various forms of sugars like brown sugar, corn sweetener, corn syrup, dextrose, fructose, glucose, high-fructose corn syrup, honey, lactose, malt syrup, maltose, molasses, raw sugar, and sucrose.

“This may include soft drinks (i.e., cola), juices (even 100% juices), nectars, sweetened coffee, sugar cane juice, sweetened tea, energy drinks, and flavored dairy. Free sugars include monosaccharides and disaccharides added to foods and beverages
by the manufacturer, cook, or consumer, and sugars naturally present in honey, syrups, fruit juices, and fruit juice concentrates.

“SSBs are among the leading sources of free sugars, and they contain little-to-no
added nutritional value. Individuals who consume SSBs do not compensate for the added calories by eating less food, which leads to weight gain and obesity and studies show that SSBs may pose greater health risks, including the risk of
metabolic syndrome, compared to sugar-containing solid foods.

“In supporting the health sector, the Journalists should tell the stories about things that impact health in interesting way. Allow the public to debate and talk about health issues. Report on health and and health emergence in a way that is responsible and honest,” he emphasized.

In his topic, Communicating public health policies: the roles of Nigerian Journalists, Programme Director, Development Communication Network, Mr. Akin Jimoh, lamented that quite a number of Nigerians do not have an idea of how much sugar is hidden in their favorite beverages and the manner in which that contributes to health problems in the long run.

“Journalists can simplify complicated health data into understandable terminology to help the general public by promoting healthier lifestyles. For example, the Nigeria Health Watch has successfully used blogs, podcasts, and articles in disseminating critical public health information. Through the presentation of evidence-based facts in easily digestible formats, the Nigerian journalist can help debunk myths about SSBs and encourage Nigerians to cut their sugar intake for better health outcomes.

” Beyond informing, journalists also do some level of advocacy in ensuring that the government is accountable for policies aimed at protecting public health. In 2021, for example, the Nigerian government proposed a sugar tax to decrease SSB consumption with the hope of decreasing the increasing burden of NCDs. Without sustained public advocacy and continued press coverage, such policies risk failing to achieve full effectiveness. It also leads to media campaigns that amplify the voices of health experts, activists, and affected individuals who demand more stringent policies in ramping up sugar taxes, improved labeling regulations, and extensive public health campaigns on the risks of SSBs.

‘This has been a stellar example of how journalism can push along public health campaigns, just as the successful campaign to eradicate polio in Nigeria through radio and television broadcasts showed. This means that they would also be allowed to support campaigns that call for reduced sugar intake and recommend water as one of the healthy options. Journalists would be helping to increase health literacy in Nigeria and, consequently, enabling the people to make more independent decisions. Effective storytelling—cloaking the general public health messages, such as the rise in diabetes and obesity cases occasioned by free sugar consumption, into real stories—is bound to be catchy and more relatable. Through interviews with health experts, nutritionists, and people suffering from diseases caused by high sugar intake, journalists can write juicy human-interest stories that emotionally connect with readers or viewers,” he added.

Another expert, from Centre for the Study of the Economics of Africa (CSEA), Mr. Fidelis Obaniyi, advised that with facts, journalists can now shed light on the human impact, economic benefits, and policy implications of increasing SSB taxes.

However, in Nestle India’s  Nutrition Health and Wellness report, stated that sugar is an important taste enhancer and energy source.

According to their report, “Sugar is a carbohydrate. Our body uses it as an important energy source, to generate energy not only in the muscular system but also in the brain. If you eat a balanced, varied diet, your body will be provided with an ample supply of this energy source. The fact that so many people crave sugar is based upon our very first taste experience – our mother’s milk. Since breast milk has a sweet taste, many people maintain a lifelong preference for sweet foods.

“Breast milk tastes sweet because of the sugar (lactose) that it contains. Lactose is found in all kinds of milk including cow’s milk and all products made from it (eg yoghurt or cheese). Another type of sugar is fructose, which is also known as fruit sugar. It is found in many kinds of fruit, including apples, pears, oranges and bananas. Honey is also rich in fructose, which is the source of its intense sweet flavour.

“Whether you are baking or cooking – sugar can lend a sweet touch to many dishes and food varieties and can thereby round off their flavour. This is true, for example, for tomato dishes and Asian creations such as sweet-and-sour preparations. In addition, sugar makes for a sweet flavour experience in dishes such as rice pudding

It further said that when preserving fruit, sugar is used to bind the liquid or water it contains.

‘When the water content of a food is reduced, then mould cannot grow as quickly. So in this situation, sugar has a preservative function (for example, in candied fruits and marmalade). Many foods and alcoholic beverages, such as leavened baked goods or wine, are produced through fermentation. Sugar is required for fermentation to take place

“Sugar can change the appearance of foods. It caramelises upon heating, producing a golden brown colour. Many people love to eat sweet foods. Yet nutritional experts recommend that no more than ten percent of daily food energy should be obtained from added sugar. For adults with an average daily energy requirement of 2,000 Kcal, this means a maximum of 50g of sugar per day. You can reach this quantity very quickly. Beverages sweetened with sugar have especially high sugar content. But sugar is not only hidden in sugar-sweetened beverages.

“Foods with a particularly high sugar content include sweets, such as bonbons (5 pieces/20g contain 10g of sugar), fruit jellies (10 pieces/20g contain 8g of sugar), and milk chocolate (25g contain 12g of sugar). Especially when indulging in sugar-sweetened soft drinks, such as cola (250ml contain 26g of sugar), lemonade (250ml contain 25g of sugar) you can quickly lose perspective of the quantities of sugar involved. Healthier alternatives include plain water (250ml contain 0g of sugar), unsweetened herbal tea (250ml contain 0g of sugar) or fresh coconut water. Once in a while, there is nothing wrong with having a glass of lemonade or cola or a square of chocolate – so long as you enjoy these foods in moderation.

“People who regularly exceed the recommended daily maximum consumption of sugar may gain weight in the long run. Being overweight is one of the main risk factors in the occurrence of the following illnesses, like diabetes mellitus type 2, hypertension, coronary heart disease, back and joint pain.

“Another negative consequence of excessive sugar consumption is tooth decay. It is especially the long-term consumption of sugary beverages that ends up harming the teeth. If you are careful to brush your teeth after every sweet meal, you are helping to protect your teeth from decay.

“There is no reason to stop enjoying sugar in moderation, as part of a healthy and balanced diet. In order not to exceed the recommended maximum amounts of sugar, it is helpful to examine food packaging closely. There, the sugar content is listed per 100g of food, and usually per portion as well. The figure listed on the label not only relates to the proportion of added sugar. It also includes the amount of natural sugar in all of the ingredients, so for example, the amounts of lactose and fructose. This is regulated by law.

“Please note that sugar can be hidden within various ingredients listed on the packaging, eg sugar can be present in the form of glucose syrup, grape sugar or dextrose, or fructose,” the report stated.