Digital Marketing and Global Shift Toward Ethical Advertising

Abdulmajeed Adewale JATTO; Abdulazeez Olamide ABDULQUADRI; Oluwatosin Sidiquat ZUBAIR

Abdulmajeed Adewale JATTO University of Ilorin, Ilorin, Nigeria
Abdulazeez Olamide ABDULQUADRI Abazol Digital, Lagos, Nigeria,
Oluwatosin Sidiquat ZUBAIR MTN Nigeria Communications Plc

Keywords: Ethical Advertising, Digital Marketing, Consumer Trust, Regulatory Compliance, Nigeria, Corporate Accountability

Abstract

Ethical advertising has become a crucial aspect of modern marketing, particularly in the digital era where corporate social responsibility, consumer trust, and regulatory compliance play vital roles. This study examines the integration of ethical advertising practices in Nigeria, identifying key strategies for aligning Nigerian digital marketing with global ethical standards while highlighting existing gaps and challenges. The research explores how businesses navigate the ethical landscape of digital marketing, focusing on consumer privacy, advertising transparency, and corporate accountability. Through a detailed literature review with focus on database research articles published within 2020 to 2024, accessible on Google Scholar, ResearchGate, and MDPI, this study investigates the current state of Nigeria’s advertising industry, focusing on regulatory mechanisms, industry challenges, and the effectiveness of existing ethical guidelines. Findings reveal that while institutions such as the Advertising Regulatory Council of Nigeria (ARCON) and the Nigerian Broadcasting Commission (NBC) attempt to regulate advertising practices, enforcement remains inconsistent. Additionally, the growing prevalence of influencer marketing and digital advertisements has introduced further ethical concerns regarding transparency, misleading claims, and unauthorized data usage. The study underscores the urgent need for Nigerian businesses and regulators to adopt comprehensive ethical advertising frameworks that align with international best practices.