The Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr Lekan Fadolapo, has charged professionals within the integrated marketing communication sector to address the ethical implications of Artificial Intelligence (AI).
Speaking on the technological shifts reshaping the industry, Fadolapo emphasised that while AI provides tools for increased efficiency and creative output, it also introduces complex challenges that could compromise the integrity of advertising in Nigeria.
The DG made these observations while urging practitioners in the nation’s integrated marketing communication space to prioritise accountability and transparency when deploying AI-driven technologies.
The rise of generative AI—which can produce hyper-realistic images, voice clones, and text—has created a new frontier for advertisers. However, these advancements bring risks such as the creation of deepfakes, the spread of misinformation, and potential violations of consumer privacy and intellectual property rights.
For ARCON, the primary concern lies in maintaining the standards of truthfulness and decency that govern the Nigerian advertising landscape. If AI is used to create misleading representations of products or to fabricate endorsements, it could undermine consumer trust and violate the existing advertising code.
Regulatory challenges in the AI era
The integration of AI into marketing workflows extends beyond content creation to include data analytics and consumer targeting. While these tools allow for more personalised advertising, they also raise questions about algorithmic bias and the ethical handling of consumer data.
Industry experts suggest that without clear guidelines, the use of AI could lead to a surge in deceptive practices that are difficult to trace. The ability of AI to mimic human likeness and speech makes it increasingly challenging for regulators to distinguish between authentic content and synthetic media.
Fadolapo’s directive arrives as the global regulatory community begins to grapple with the rapid pace of AI development. In Nigeria, the focus is now on how the regulatory framework of ARCON can adapt to ensure that technological progress does not come at the expense of ethical advertising standards.
The council is expected to engage with industry stakeholders to develop specific protocols for the disclosure and use of AI-generated content in advertisements. This move aims to ensure that Nigerian consumers are aware when they are interacting with synthetic media.
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