Regulating child‐related advertising in Nigeria

Abstract

Purpose

This paper aims to examine the Nigerian advertising environment with children as the target audience in relation to its regulatory system.

Design/methodology/approach

A comprehensive review of the extant relevant literature was conducted to provide the needed framework for exploring the state of ethics in advertising to children in Nigeria.

Findings

While it is shown that Nigeria like most other countries of the world has regulations on advertising to children in place, some examples from the industry indicate that some of the advertisers/marketers are not embracing these fully, hence the recommendation for a robust strengthening of how these rules are being implemented.

Social implications

The regulations will ensure a society which enjoys an ethically acceptable advertising with respect to children and their upbringing and safety, and will consequently be beneficial to all the stakeholders including the international community.

Originality/value

The paper reiterates the complexity inherent in the nature of the relevance of adverting to the life of children. Thus, it acknowledges its roles both as a beneficial tool which informs, educates, and offers social benefits; and the downside which revolves around its major criticism of being adopted unethically largely based on the irregularities in the way some marketers use it in the studied context.

Citation

Gbadamosi, A. (2010), "Regulating child‐related advertising in Nigeria", Young Consumers, Vol. 11 No. 3, pp. 204-214. https://doi.org/10.1108/17473611011074278