Federal Government Of Nigeria Takes Over Regulation Of Social Media Advertising.
In a significant development for Nigeria’s digital landscape, the Federal Government has announced it will assume direct oversight of social media advertising, marking a bold step to regulate the rapidly growing online marketing sector. The move, revealed today, aims to address concerns over misleading advertisements, consumer protection, and compliance with national standards, while fostering a more accountable digital advertising ecosystem.
The decision follows a recent ruling by the Federal High Court in Lagos, which upheld the Advertising Regulatory Council of Nigeria’s (ARCON) authority to regulate advertising across all platforms, including social media and digital channels. The court’s judgement, delivered in May 2025, clarified that ARCON’s mandate extends to all forms of advertising, regardless of whether advertisers are formally registered, reinforcing the agency’s role in ensuring ethical practices in Nigeria’s digital space.
Under the new framework, all social media advertisements will be subject to ARCON’s oversight, requiring pre-approval to ensure compliance with the Advertising Regulatory Council of Nigeria Act and its Code of Advertising Practice. The regulations stipulate that advertising content must be truthful, non-deceptive, and appropriate, particularly when targeting vulnerable groups such as minors. Additionally, the Federal Competition and Consumer Protection Commission (FCCPC) will work alongside ARCON to safeguard consumer rights, ensuring transparency in pricing and preventing false or exaggerated claims.
The government’s move comes amid growing concerns about the proliferation of unregulated online advertisements, including those promoting potentially harmful products. The National Agency for Food and Drug Administration and Control (NAFDAC) has previously penalised companies for unapproved social media adverts, such as a 2020 case involving a pharmaceutical firm and another in 2019 targeting an unsafe chemical peel procedure. These incidents underscored the challenges of enforcing regulations in the digital realm, prompting calls for stronger oversight.
Information Minister Mohammed Idris described the takeover as a “necessary step to protect consumers and ensure a level playing field for businesses.” He emphasised that the regulations would not stifle creativity or innovation but would promote accountability among influencers, content creators, and brands. “Social media is a powerful tool for businesses, but it must be used responsibly to avoid misleading consumers or promoting harmful products,” Idris said.
The announcement has sparked mixed reactions. Some industry stakeholders welcome the move, citing the need to curb misleading advertisements and protect consumers. However, others, including digital marketing professionals, have expressed concerns about potential over-regulation. Human rights lawyer Inibehe Effiong cautioned that while regulation is necessary to address abuses, it must not infringe on freedom of expression. “The government must strike a balance to avoid stifling the digital economy or silencing legitimate voices,” he said.
The new regulations will also align with the Nigeria Data Protection Act 2023, requiring social media platforms and advertisers to obtain explicit consumer consent for data collection and ensure robust security measures to protect user information. Non-compliance could result in hefty fines or legal action, as outlined in the Act.
As Nigeria ranks among the top nations globally for social media usage, the government’s intervention is seen as a response to the growing influence of platforms like Instagram, X, and TikTok in shaping consumer behaviour. Posts on X today reflected public awareness of the announcement, with some users expressing optimism about improved advertising standards, while others called for clarity on how the rules will be enforced.
Businesses and influencers are now urged to familiarise themselves with ARCON’s guidelines and ensure compliance to avoid penalties. The government has promised to engage with industry stakeholders to streamline the transition and address concerns, with further details expected in the coming weeks. For more information, advertisers can visit ARCON’s official website or consult the Nigeria Data Protection Act guidelines.
This development positions Nigeria as a leader in Africa for regulating digital advertising, aiming to balance consumer protection with the opportunities presented by the digital economy.
