Cheap sugary drinks and alcohol are contributing to a rise in preventable diseases, the World Health Organisation says. ALSO READ: Higher taxes on beer and cigarettes: A win for public health, not just revenue In two reports released on January 13, the agency said low and poorly designed taxes are keeping these products widely affordable, worsening obesity, diabetes, heart disease, cancers, and alcohol-related harm while straining health systems. Raising taxes on sugary drinks and alcoholic beverages could reduce consumption and lower the risk of cardiovascular diseases, Dr. Gerard Urimubenshi, professor in stroke rehabilitation at University of Rwanda, said. “High taxes on sugary and alcoholic drinks mean prices will rise, which may prevent some people from buying as much. For example, someone who usually buys two bottles might only buy one, and that is a way of discouraging excessive consumption,” he said. Dr. Urimubenshi said evidence from other countries shows that higher taxes on sugary drinks and alcohol can effectively reduce consumption. He added that Rwanda could see similar benefits, though studies may be needed to identify the most effective approach locally, noting that such measures could help lower the risk of cardiovascular or heart disease. ALSO READ: Will new taxes on alcohol, tobacco subsidize cost to treat lifestyle diseases? He called for stronger public awareness campaigns to address the rise of noncommunicable diseases. He noted that many people are unaware of the risks associated with alcohol, high sugar intake, and unhealthy lifestyles, including physical inactivity, and recommended using community outreach and social media to educate the public on cardiovascular risks and preventive lifestyle measures. “Regular consumption of sugary drinks and alcohol damages blood vessels over time, creating deposits that lead to atherosclerosis (restrict blood flow), which can trigger strokes. “Alcohol can raise blood pressure and weaken arteries, increasing the risk of hemorrhagic stroke or heart disease, while high sugar and cholesterol intake combined with alcohol affects the cerebrovascular system (the network of blood vessels that supply the brain) in several ways,” Dr. Urimubenshi said. He noted that cardiovascular diseases are not limited to older adults, and while age increases risk, young people are also affected and should not assume they are spared from stroke or heart disease. “Globally, WHO recommends that countries tax sugary drinks and alcohol and also regulate container sizes. Small, cheaper containers are easily affordable, while larger, more expensive ones limit access. “We know that heavy consumption of alcohol and sugary drinks increases the risk of non-communicable diseases, and if Rwanda applies these measures, it could reduce the burden of NCDs,” said Dr. Sincere Josue Ukuri, Cardiovascular Diseases Officer at Rwanda Biomedical Centre (RBC). For the measures to work, they need a comprehensive legal framework that regulates taxes and container sizes for both locally produced and imported products. Imported items, in particular, must meet quality standards, and those that don’t should carry higher taxes to limit access, he added. Dr. Ukuri explained that regulatory bodies must enforce the law on pricing and container sizes. If prices stay low and accessible, especially for young people, it encourages unhealthy habits. He noted that excessive consumption of alcohol and sugary drinks in youth is likely to increase rates of hypertension, diabetes, cancer, and other NCDs in the future. “We need all sectors working together, the health sector, Ministry of Trade and Industry, Ministry of Youth and Arts, and those involved in education and awareness. When people understand the consequences of excessive consumption, they are more likely to follow the rules. The health sector alone cannot manage this because alcohol and sugary drinks are also businesses,” Dr. Ukuri explained. He said promoting healthy living must be a national priority, encouraging people to eat nutritious food, stay physically active, avoid tobacco, and consume alcohol and sugary drinks only in moderation. He added that adopting these habits can help slow or even reverse the expected rise in NCDs. “Increasing taxes on sugary drinks and alcohol could help make communities more aware of the health risks of these products,” said Hyguette Irambona, a nutritionist at Gardens for Health International, a Kigali-based nonprofit tackling malnutrition through farming and health education. However, she noted that this alone wouldn’t solve the problem. “Look at tobacco, even after nearly doubling taxes, a lot of people are still smoking. Taxes and policies can influence behavior, but they are only part of the solution. Public awareness is also important, companies need to be clear about how much sugar or alcohol is in their products. “Many people don’t even know how to read labels. Even if taxes are high, people will keep buying these drinks because they are convenient and well-known. Alcohol and sugary drinks are everywhere, at weddings, family visits, and parties,” she said. Irambona noted that awareness can influence behaviour, but only when people understand the risks, including obesity, diabetes, cancer, and other non-communicable diseases that are on the rise. She noted that sugary drinks are usually available and cheap, often sold on the street for as little as Rwf200 to Rwf300, with options found almost everywhere. Irambona added that limiting advertising and promotional campaigns would help in reducing exposure. “Raising taxes on alcohol will not solve the problem, someone who wants a drink or a drug will always find a way to get it. What we really need is to educate people to drink alcohol responsibly, said George Jean Claude Murekeyimana, founder of Iwacu Recovery Centre in Nyamata, a non-governmental organization that offers counseling services for alcohol and drug addiction. He said the focus of regulations should be on raising the legal drinking age. In Rwanda, it is currently 18, but Murekeyimana noted it should be at least 25, explaining that the brain continues developing until the mid-twenties, and most alcohol-related problems begin in the teenage years, between 15 and 18. Allowing people to start drinking only when they are more mature could reduce the risk of addiction, Murekeyimana added. Murekeyimana said psychosocial education needs to be prioritised, adding that alcohol producers should go beyond printing “drink responsibly” on bottles and take a more active role in follow-up efforts that promote responsible use. “We should have systems to monitor alcohol consumption, like in some European countries. Bars could keep track of how much someone buys in a week or a month, so people can see when they are drinking too much. Just as we track how much meat Rwandans consume, this would help people make smarter and more responsible choices with alcohol,” he said.
