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PURPOSE OF REVIEW: The goal of this review is to summarize the potential causes of anaphylaxis in the different holiday contexts, providing practical suggestions aimed to mitigate the stress challenged by allergic patients because of unfamiliar situations. RECENT FINDINGS: A regard was reserved to potential food triggers, particularly uncommon ones and typical of certain destinations, and to arthropods responsible for anaphylaxis. SUMMARY: This review highlights the potential risk of anaphylaxis due to the unusual contexts more experienced during holidays (i.e., travels, outdoor activities and eating out). Moreover, it underlines the need for a further allergological education in these cases, in order to prepare allergic patients to avoid and manage undesired situations.
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Anafilaxia , Vacaciones y Feriados , Anafilaxia/epidemiología , Anafilaxia/etiología , Humanos , Viaje , Animales , Alérgenos/inmunología , Alérgenos/efectos adversos , Factores de Riesgo , Riesgo , Hipersensibilidad a los Alimentos/epidemiología , Hipersensibilidad a los Alimentos/inmunología , Artrópodos/inmunologíaRESUMEN
Understanding the drivers of respiratory pathogen spread is challenging, particularly in a timely manner during an ongoing epidemic. In this work, we present insights that we obtained using daily data from the National Health Service COVID-19 app for England and Wales and that we shared with health authorities in almost real time. Our indicator of the reproduction number R(t) was available days earlier than other estimates, with an innovative capability to decompose R(t) into contact rates and probabilities of infection. When Omicron arrived, the main epidemic driver switched from contacts to transmissibility. We separated contacts and transmissions by day of exposure and setting and found pronounced variability over days of the week and during Christmas holidays and events. For example, during the Euro football tournament in 2021, days with England matches showed sharp spikes in exposures and transmissibility. Digital contact-tracing technologies can help control epidemics not only by directly preventing transmissions but also by enabling rapid analysis at scale and with unprecedented resolution.
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COVID-19 , Trazado de Contacto , SARS-CoV-2 , COVID-19/transmisión , COVID-19/epidemiología , COVID-19/prevención & control , Humanos , Trazado de Contacto/métodos , SARS-CoV-2/aislamiento & purificación , Gales/epidemiología , Inglaterra/epidemiología , Número Básico de Reproducción , Epidemias , Aplicaciones Móviles , Vacaciones y FeriadosRESUMEN
This study examines COVID-19-related messages disseminated by major health and government organizations on Twitter during the overlapping holidays of Easter and Ramadan in 2022. Recognizing the importance of tailored health communication, the research focuses on the textual and visual content of tweets to understand how messages attend to diverse cultural, religious, and ethnic groups. Qualitative analysis of 382 Tweets revealed 3 Major Themes related to COVID-19 and Easter and 4 Major Themes associated with Ramadan. Easter-related tweets emphasized celebrating safely and the importance of vaccinations using science-based messaging, slang, and playful imagery. Ramadan-related tweets prioritized safety during religious practices, incorporating traditional symbols and religious references; countering vaccine-related myths; and social responsibility. The findings highlight culturally relevant health communication and tailoring messages to specific cultural contexts. The study contributes insights for public health organizations aiming to improve communication strategies during pandemics, fostering engagement, and addressing the unique needs of diverse populations.
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COVID-19 , Vacaciones y Feriados , Investigación Cualitativa , Medios de Comunicación Sociales , Humanos , Comunicación en Salud/métodos , SARS-CoV-2 , Pandemias , IslamismoRESUMEN
BACKGROUND: Commonly heard statements such as "Christmas comes around more quickly each year" suggest that the passage of time between annual events can become distorted, leading to the sensation of time passing more quickly than normal. At present however, it is unclear how prevalent such beliefs are and, what factors are predictive of it. AIM: To explore the prevalence of beliefs that annual events such as Christmas (Study 1 UK sample) and Ramadan (Study 2 Iraqi sample) feel like they come around more quickly each year. To establish the association between distortions to the passage of time between annual events and emotional wellbeing, event specific enjoyment, memory function and self-reported attention to time. METHODS: Participants completed an online questionnaire exploring their subjective experience of time in relation to Christmas and Ramadan. In addition, measures of attention to time, memory function, quality of life and event specific emotion were also taken. FINDINGS: There was widespread agreement that Christmas and Ramadan appeared to come around more quickly each year. In both countries, this belief was associated with greater prospective memory errors, greater attention to time and greater enjoyment of the event. Furthermore, in the UK greater belief that Christmas comes around more quickly was associated with lower social quality of life and in Iraq, greater belief that Ramadan comes around more quickly each year was associated with lower age and female gender. CONCLUSIONS: Distortions to the passage of time for annual events are widespread, occur across multiple cultures and are consistently predicted by prospective function, event enjoyment and attention to time. The absence of an association between older age (above 55 years) and a faster passage of time suggests that caution should be taken when concluding that time passes more quickly with increasing age.
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Islamismo , Humanos , Femenino , Masculino , Adulto , Persona de Mediana Edad , Encuestas y Cuestionarios , Adulto Joven , Emociones/fisiología , Calidad de Vida , Vacaciones y Feriados , Irak , Reino Unido , Ayuno/fisiología , Ayuno/psicología , Adolescente , Factores de TiempoAsunto(s)
Conducta Animal , Vacaciones y Feriados , Religión , Investigadores , Serpientes , Animales , Ciencia Ciudadana , Serpientes/fisiologíaRESUMEN
BACKGROUND: Injuries caused by explosions or pyrotechnic devices can lead to severe hand injuries with potential long-term consequences for both the affected individual and the healthcare system. The implementation of a nationwide ban on fireworks during the New Year festivities was only temporarily enforced as part of the protective measures during the Covid-19 pandemic. These two exceptional years provide an opportunity for evaluation as a model experiment to demonstrate the impact of a fireworks ban on the frequency of explosion-related hand injuries. MATERIALS AND METHODS: In a multicentre study, five German hand trauma centres retrospectively collected and analysed all pyrotechnic-related injuries that occurred within seven days around the New Year celebration between 2017 and 2023. RESULTS: Severe hand injuries from explosions were significantly less frequent at New Year celebrations during the pandemic period compared with data collected in the years before and after Covid-19. After the return to regular sales laws and celebrations in December 2022, a significant increase in injuries was observed, surpassing even the pre-Covid period. Epidemiological data confirmed a high proportion of minors and male victims. The highest number of injuries was observed on New Year's Eve and the first day of January, with adults mainly being injured during the festivities, while children and adolescents were mainly injured during the first days of January. CONCLUSIONS: A national ban proved to be an effective method to prevent severe hand injuries caused by explosive devices and their lifelong consequences. The data obtained in this multicentre study can serve as a basis for informed policy action.
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Traumatismos por Explosión , COVID-19 , Traumatismos de la Mano , Humanos , COVID-19/prevención & control , COVID-19/epidemiología , Alemania , Traumatismos de la Mano/epidemiología , Traumatismos de la Mano/prevención & control , Masculino , Estudios Retrospectivos , Femenino , Adulto , Traumatismos por Explosión/prevención & control , Traumatismos por Explosión/epidemiología , Adolescente , Niño , Persona de Mediana Edad , Adulto Joven , Pandemias/prevención & control , Anciano , Explosiones , Vacaciones y Feriados , Centros Traumatológicos , Preescolar , SARS-CoV-2RESUMEN
AIM: Respiratory syncytial virus (RSV) represents a significant cause of morbidity for children worldwide, especially for newborns. As RSV vaccines are not routinely used for children yet, non-pharmaceutical interventions (NPIs) represent the main strategy for prevention. The objective of this study was to investigate the correlation between school holidays and RSV transmission. METHODS: Data were collected from the weekly reports on RSV incidence for the 2021/2022 and 2022/2023 seasons in Sweden. The 7-day cumulative incidence of RSV was compared before and after the designated school holidays (Fall, Christmas, and Winter holidays). RESULTS: Our findings reveal an immediate (-1.7%, p < 0.001, 95% CI [-3.1%, -0.4%]) and gradual (-1.4%/week, p < 0.001, 95%CI [-1.8, -1.0]) reduction in RSV incidence following the Fall holiday in 2021, especially among children under 1 year of age, both immediately (-107.6%, p < 0.05, 95% CI [-203.7, -11.5]) and gradually afterwards (-58.5%/week, p < 0.001, 95% CI [-72.7, -44.3]). Mixed results were obtained for the Fall in 2022/2023 and for the Winter and holidays in both the studied years. CONCLUSIONS: While the Fall holiday in 2021/2022 was associated with a decrease in RSV incidence in Sweden, our results do not support a universal effect of school holidays on reducing RSV transmission.
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Vacaciones y Feriados , Análisis de Series de Tiempo Interrumpido , Infecciones por Virus Sincitial Respiratorio , Instituciones Académicas , Humanos , Infecciones por Virus Sincitial Respiratorio/epidemiología , Infecciones por Virus Sincitial Respiratorio/transmisión , Infecciones por Virus Sincitial Respiratorio/prevención & control , Suecia/epidemiología , Lactante , Incidencia , Preescolar , Niño , Recién Nacido , Femenino , Estaciones del Año , Masculino , AdolescenteRESUMEN
The relaxation of restrictions on Chinese Spring Festival (SF) firework displays in certain regions has raised concerns due to intensive emissions exacerbating air quality deterioration. To evaluate the impacts of fireworks on air quality, a comparative investigation was conducted in a city between 2022 (restricted fireworks) and 2023 SF (unrestricted), utilizing high time-resolution field observations of particle chemical components and air quality model simulations. We observed two severe PM2.5 pollution episodes primarily triggered by firework emissions and exacerbated by static meteorology (contributing approximately 30%) during 2023 SF, contrasting with its absence in 2022. During firework displays, freshly emitted particles containing more primary inorganics (such as chloride and metals like Al, Mg, and Ba), elemental carbon, and organic compounds (including polycyclic aromatic hydrocarbons) were predominant; subsequently, aged particles with more secondary components became prevalent and continued to worsen air quality. The primary emissions from fireworks constituted 54% of the observed high PM2.5 during the displays, contributing a peak hourly PM2.5 concentration of 188 µg/m3 and representing over 70% of the ambient PM2.5. This study underscores that caution should be exercised when igniting substantial fireworks under stable meteorological conditions, considering both the primary and potential secondary effects.
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Contaminantes Atmosféricos , Contaminación del Aire , Material Particulado , Material Particulado/análisis , Contaminantes Atmosféricos/análisis , Monitoreo del Ambiente , Vacaciones y Feriados , Hidrocarburos Policíclicos Aromáticos/análisisRESUMEN
BACKGROUND: There is a deficiency in the evidence from rural and regional centres in Australia on the weekend effect following presentation with acute stroke. OBJECTIVE: To estimate the association between admission over a weekend/holiday and all-cause mortality 3-day, 7-day, 14-day, 1-month, 3-month, 6-month, and 12-month following acute stroke. METHODS: The records of stroke patients admitted to a main regional hospital in Australia from 2010 to 2020 were linked with the National Death Index. Time to death following ischaemic, haemorrhagic, and total stroke at different time points was modelled using Weibull, Exponential, or Gompertz regression based on best model fit determined by Akaike's information criterion. RESULTS: Of 1669 patients, 1273 (76.3%) were admitted on a weekday, and 396 (23.7%) on a weekend/ or holiday. After adjusting for age, sex, and Charlson Comorbidity Index, stroke type and country of birth, admissions over a weekend/holiday following total stroke were significantly associated with an increased risk of dying within three days from admission [hazard ratio (HR): 1.59, 95% confidence interval: 1.01-2.50]. In haemorrhagic stroke, increased risk of death was significantly higher at three days (HR: 2.19, 95% confidence interval: 1.17-4.08), 14 days (HR: 1.73, 95% confidence interval: 1.02-2.93), and 1 month (HR: 1.82, 95% confidence interval: 1.09-3.03) following admission on the weekend/ or holiday compared to those admitted during the weekdays. CONCLUSIONS: This study reports a short-term adverse weekend/holiday effect following admission for haemorrhagic stroke or total stroke. No significant weekend/holiday effect was found in ischaemic stroke.
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Vacaciones y Feriados , Accidente Cerebrovascular Isquémico , Admisión del Paciente , Accidente Cerebrovascular , Humanos , Masculino , Femenino , Anciano , Factores de Tiempo , Estudios Retrospectivos , Factores de Riesgo , Anciano de 80 o más Años , Persona de Mediana Edad , Australia/epidemiología , Medición de Riesgo , Accidente Cerebrovascular/mortalidad , Accidente Cerebrovascular/diagnóstico , Accidente Cerebrovascular/terapia , Accidente Cerebrovascular Isquémico/mortalidad , Accidente Cerebrovascular Isquémico/diagnóstico , Accidente Cerebrovascular Isquémico/terapia , Atención Posterior , Accidente Cerebrovascular Hemorrágico/mortalidad , Accidente Cerebrovascular Hemorrágico/diagnóstico , Accidente Cerebrovascular Hemorrágico/terapia , Mortalidad Hospitalaria , Causas de Muerte , PronósticoRESUMEN
OBJECTIVE: The present study focuses on residential areas of Delhi to identify the elevated levels of ambient PM10 and PM2.5 due to biomass burning followed by the coloring activity in the Holi festival celebrated at the end of the winter season. This study also focuses on the health risk assessment and mortality among different age groups due to the change in particulate matter levels during the Holi festival in Delhi, India. MATERIALS AND METHODS: Secondary data of particulate matters have been procured from the Central Pollution Control Board (CPCB), Delhi Pollution Control Committee (DPCC), and Indian Institute of Tropical Meteorology (IITM), Pune for the period of the pre-, during, and post-Holi period for the year 2018-2020 at four selected residential locations in Delhi, India. The health impacts of particle inhalation were quantified using the AirQ + models. RESULTS: The results indicated the levels of PM10 and PM2.5 rise about 3-4 times higher during the Holi festival than on normal days, resulting in health risks and causing an excess number of mortality and Asthma cases in Delhi. Such cases were also found to be higher in 2018, followed by 2019 and 2020 at all the selected locations in Delhi. CONCLUSIONS: The study linked the increasing particulate levels in the Holi festival with the increased health risk through short-term exposure of the population. The excess number of cases (ENCs) of mortality, all causes of mortality among adults (age > 30 years) associated with short-term exposure to particulate were also identified.
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Contaminantes Atmosféricos , Vacaciones y Feriados , Exposición por Inhalación , Material Particulado , Material Particulado/análisis , Humanos , India/epidemiología , Exposición por Inhalación/efectos adversos , Exposición por Inhalación/análisis , Contaminantes Atmosféricos/análisis , Contaminantes Atmosféricos/efectos adversos , Adulto , Persona de Mediana Edad , Adulto Joven , Niño , Adolescente , Masculino , Medición de Riesgo , Femenino , Asma/epidemiología , Contaminación del Aire/efectos adversos , Contaminación del Aire/análisis , Anciano , PreescolarRESUMEN
The present study focuses on the elemental analysis of road dust in Guwahati, the largest city of Assam and the largest metropolis of Northeast India during the Diwali festival. Road dust samples were collected on pre-Diwali (PD), the Day after Diwali (DaD), and one week after Diwali (WaD) from two sites (Lankeshwar; LKW and Patharquarry; PTQ). Three composite samples were collected from 3 points at each site. The elemental concentration was analyzed using inductively coupled plasma mass spectrometry (ICP-MS). The concentrations of Ba and Sr increased by 1.6 and 1.7 times, respectively, after Diwali. Among other firework-related elements (FREs), Mg, Al, K, and Cu increased at LKW following Diwali (both DaD and WaD), whereas Mg, Al, and K increased in DaD dust at PTQ. The average concentration of Traffic Related Elements (TREs) at PTQ was significantly higher than at LKW (p < 0.05; 75.40 mg/kg vs 63.96 mg/kg). Cd had the highest enrichment (EF), followed by Ni and Zn. EF for Cd, Ni, and Zn ranged from high to extremely high enrichment. Ni and Cd exhibited moderate contamination (CF). The ecological risk (ER) values for Cd at LKW and PTQ were 54.32 and 56.71, respectively, indicating a moderate ER. Pearson's correlation was performed to study the relationship between elements, while PCA analysis was used to identify the main sources of these elements. Although the health hazard indices presently do not suggest any immediate danger, hazard quotient (HQ) values for ingestion, inhalation, and dermal exposure were higher for children than adults. In children, the contribution of HQing to HI (total risk) was the highest, accounting for more than 65% of all elements. There is no apparent lifetime cancer risk due to road dust exposure through inhalation.
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Contaminantes Atmosféricos , Ciudades , Polvo , Monitoreo del Ambiente , Polvo/análisis , India , Contaminantes Atmosféricos/análisis , Humanos , Vacaciones y FeriadosRESUMEN
Later chronotypes may be associated with lower diet quality and later timing of energy intake in paediatric age. Period of data collection of these variables may affect these parameters and inter-relationship. We aimed to assess the cross-sectional association of chronotype with a diet quality score (HEI) and caloric midpoint (time of achieving 50% of total daily energy intake), considering summer holidays, using data from the National Food, Nutrition and Physical Activity Survey 2015-2016 for 578 participants (6-14 years of age). Chronotype was estimated by the midpoint of sleep and categorized as Early, Intermediate and Late, using physical activity diaries, while outcomes using two food diaries/24 h recalls. Associations of chronotype with outcomes were assessed by linear regressions adjusted for sex, age, parental education (model 1), BMI, sports practice (model 2), and summer holidays (no/yes) (model 3). In model 2, a Late vs. Early chronotype was negatively associated with HEI (ßË = -0.74; 95% CI: -1.47, -0.07) and positively with caloric midpoint (ßË = 0.35; 95% CI: 0.02, 0.69). However, associations lost significance in model 3. The association between chronotype and dietary habits may be benefit from being studied considering school terms and summer holidays. Future larger prospective studies are needed to clarify the role of summer holidays on this inter-relationship.
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Ritmo Circadiano , Dieta , Ingestión de Energía , Vacaciones y Feriados , Estaciones del Año , Sueño , Humanos , Niño , Femenino , Masculino , Adolescente , Ingestión de Energía/fisiología , Ritmo Circadiano/fisiología , Sueño/fisiología , Estudios Transversales , Portugal , Conducta Alimentaria/fisiología , Ejercicio Físico/fisiología , Factores de Tiempo , CronotipoRESUMEN
INTRODUCTION: Music festivals have become an increasingly popular form of mass-gathering event, drawing an increasing number of attendees across the world each year. While festivals exist to provide guests with an enjoyable experience, there have been instances of serious illness, injury, and in some cases death. Large crowds, prolonged exposure to loud music, and high rates of drug and alcohol consumption can pose a dangerous environment for guests as well as those looking after them. METHODS: A retrospective review of electronic patient records (EPRs) at the 2022 Glastonbury Festival was undertaken. All patients who attended medical services on-site during the festival and immediately after were included. Patient demographics, diagnosis, treatment received, and discharge destination were obtained and analyzed. RESULTS: A total of 2,828 patients received on-site medical care. The patient presentation rate (PPR) was 13.47 and the transport-to-hospital rate (TTHR) was 0.30 per 1,000 guests. The most common diagnoses were joint injuries, gastrointestinal conditions, and blisters. Only 164 patients (5.48%) were diagnosed as being intoxicated. Overall, 552 patients (19.52%) were prescribed a medication to take away and 268 (9.48%) had a dressing for a minor wound. One patient (0.04%) underwent a general anesthetic and no patients required cardiopulmonary resuscitation. Most patients were discharged back to the festival site (2,563; 90.66%). DISCUSSION: Minor conditions were responsible for many presentations and most patients only required mild or non-invasive interventions, after which they could be safely discharged back to the festival. Older adults were diagnosed with a different frequency of conditions compared to the overall study population, something not reported previously. Intoxicated patients only accounted for a very small amount of the medical workload.
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Vacaciones y Feriados , Música , Humanos , Estudios Retrospectivos , Masculino , Femenino , Adulto , Persona de Mediana Edad , Anciano , Adolescente , Adulto Joven , Aglomeración , Servicios Médicos de Urgencia , Niño , Anciano de 80 o más Años , PreescolarAsunto(s)
COVID-19 , COVID-19/epidemiología , Colombia , Humanos , Playas , Residuos Sanitarios/análisis , Pandemias , Vacaciones y Feriados , SARS-CoV-2RESUMEN
This article analyzes the reactions of Catholics linked to lay associations in the city of Salvador, in the period of the Spanish flu (1918) and smallpox (1919). Newspapers were the main sources used to identify the festivals and rites, both those practiced to ask for the intercession of the saints, and those that were suspended due to the need for social isolation. In spite of both diseases being transmissible and the short interval between the two epidemics, the analysis of the sources showed different reactions from the faithful regarding the measures of protection and the search for a cure.
O artigo analisa as reações dos católicos vinculados às associações leigas na cidade do Salvador, no período da gripe espanhola (1918) e da varíola (1919). Os jornais foram as principais fontes utilizadas para a identificação das festas e dos ritos, tanto dos praticados para pedir a intercessão dos santos quanto daqueles que foram suspensos em função da necessidade de isolamento social. Apesar de ambas as doenças serem transmissíveis e do curto espaço de tempo entre as duas epidemias, a análise das fontes evidenciou diferentes reações dos fiéis quanto às medidas de proteção e busca da cura.
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Epidemias , Influenza Pandémica, 1918-1919 , Catolicismo , Vacaciones y Feriados , Brasil/epidemiologíaRESUMEN
There is a lack of studies that concurrently differentiate the effect of the holiday season from the weekend effect on mortality risk in patients with acute myocardial infarction (AMI). We evaluated the mortality risk among patients admitted with AMI who underwent percutaneous coronary intervention, using data from the Taiwan National Health Insurance Research Database. Adult AMI patients admitted during January and February between 2013 and 2020 were enrolled and classified into the holiday season (using the Chinese New Year holiday seasons as an indicator) (n = 1729), weekend (n = 4725), and weekday (n = 14,583) groups according to the first day of admission. A multivariable logistic regression model was used to assess the risk. With the weekday group or the weekend group as the reference, the holiday season group did not have increased risks of in-hospital mortality (adjusted odds ratio [aOR] 1.15; 95% confidence intervals [CI] 0.93-1.42 or aOR 1.23; 95% CI 0.96-1.56) and 7-day mortality (aOR 1.20; 95% CI 0.90-1.58 or aOR 1.24; 95% CI 0.90-1.70). Stratified and subgroup analyses showed similar trends. We conclude that holiday season-initiated admissions were not associated with higher mortality risks in AMI admission cases than weekday or weekend admissions.
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Infarto del Miocardio , Intervención Coronaria Percutánea , Adulto , Humanos , Vacaciones y Feriados , Taiwán , Factores de Tiempo , Factores de Riesgo , Mortalidad Hospitalaria , Admisión del Paciente , Estudios RetrospectivosRESUMEN
BACKGROUND: Chronic use of cannabis is associated with an increased risk of psychosocial, mental and physical health impairments. Sociohealth institutions reach a very limited proportion of cannabis users in need of treatment. Using data collected from festival attendees, this study aimed to estimate the prevalence of dependent cannabis users and to characterize cannabis dependence. METHODS: We used data from the cross-sectional OCTOPUS survey carried out at 13 music events in the French department of Loire-Atlantique between July 2017 and July 2018. 383 participants aged 18 or older underwent a face-to-face interview about their basic sociodemographics, tobacco use, alcohol use and past-year substance use. Using the Diagnostic and Statistical Manual of Mental Disorders, 4th Edition (DSM-IV) criteria, we estimated the prevalence of dependent cannabis users and characterized their dependence. RESULTS: More than two-thirds of participants reported that they had used cannabis in the past 12 months. Among 194 regular cannabis users (at least monthly), 63.4% were dependent. At least 40% of regular users reported health and/or social consequences of cannabis use. Compared to nondependent cannabis users, dependent cannabis users were more likely to be stimulant users and hallucinogen users. CONCLUSIONS: Dependent cannabis use is common among festival attendees, especially among stimulant or hallucinogen users. Festival settings may be important arenas for i) implementing efficient harm reduction measures to prevent dependence and ii) providing information on care structures and promoting the use of care to dependent users. In addition, healthcare professionals should be aware of trends in polysubstance use among dependent cannabis users.
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Cannabis , Alucinógenos , Abuso de Marihuana , Trastornos Relacionados con Sustancias , Humanos , Estudios Transversales , Vacaciones y Feriados , Trastornos Relacionados con Sustancias/psicología , Abuso de Marihuana/epidemiologíaRESUMEN
INTRODUCTION: The global alcohol industry sponsors social/music events targeting young people; however, existing literature focuses on Westernised contexts. Given the decline in young people's drinking in many Western countries, it appears that multinational alcohol companies are importing the strategies they have used in high-income countries to the Global South countries like Nigeria to recoup profits. This study aims to examine the Guinness Show- a free one-month annual music festival, alcohol marketing at the festival and the extent to which the event encourages diverse drinking practices among its attendees. METHODS: We observed the music festival before collecting data through 53 interviews and 3 focus groups (N = 26). Data were analysed to generate themes with the aid of NVivo 12 software. FINDINGS: Over 6000 participants attend the Guinness Show daily, and participants gave detailed descriptions of the music festival, alcohol marketing activities that occur in it and the drinking practices of attendees, indicating that they were highly knowledgeable of the event. The Guinness Show attracts famous music artistes and other entertainers. Therefore, young people attend to see them perform free of charge. However, diverse alcohol promotions (e.g., quantity deals, low prices, giveaways) that happen daily, the strategic use of young women as 'beer promoters', and the pleasure the event induces by fusing music/entertainment into alcogenic environments, encourage drinking and drunkenness. All the attendees drank alcohol, and some engaged in impulse buying, while many consumed excessively due to promotions (e.g., buy-two-get-one free), which facilitated intoxication and the loss of control. CONCLUSIONS: Guinness Nigeria organises the event for strategic brand communication, generating brand capital, and encouraging alcohol purchases and consumption among young people. Policymakers should reconsider self-regulation and implement national alcohol control policies and other public health interventions to restrain the alcohol industry from sponsoring such events.