RESPONSIBLE ADVERTISING AND CONSUMER PROTECTION

Research Problem: Advertising is a powerful persuasive tool, but its expansion through digital and influencer-driven platforms has raised ethical concerns about deception and consumer vulnerability. Despite existing regulations, unethical advertising practices persist in developing markets like Nigeria, questioning the effectiveness of regulatory enforcement. Methods/Theory:A qualitative design was used, analysing print, broadcast, and digital adverts from ethically sensitive sectors, along with regulatory documents, advertising codes, and consumer complaints. Data were analysed through an inductive-deductive thematic approach to identify patterns of ethical compliance, violations, and regulatory responses. The study is guided by Stakeholder Theory and Persuasion Knowledge Theory. Results:The findings show that responsible advertising builds consumer trust and supports informed decision-making. In contrast, practices like exaggerated claims, omitting important information, and targeting vulnerable groups undermine confidence in advertising. Conclusion:While regulatory bodies like the Advertising Regulatory Council of Nigeria and the Federal Competition and Consumer Protection Commission oversee advertising, enforcement remains mainly reactive. The study concludes that effective consumer protection requires embedding ethical responsibility into advertising communication during the persuasive process. Key Contribution to Knowledge: The study contributes to advertising ethics and consumer protection by proposing a message-centered framework for strengthening ethical advertising practices in Nigeria and similar markets globally. Recommendation:To improve consumer protection, ethical responsibility should be embedded within advertising communication at the point of persuasion, ensuring that advertising practices are responsible by design, not just through reactive regulation.