PERSONAL DATA PRIVACY IN THE ERA OF UNSOLICITED ADVERTISEMENTS: THE LEGAL AND ETHICAL IMPLICATIONS IN NIGERIA

Abstract

Rise in unsolicited advertising and associated effects on personal data currently calls for proactive measures in the legal and regulatory approach in Nigeria. Increase in digital advertising and the borderless nature of the cyberspace makes for ease of dissemination of advertising information many of which are sent without the consent and authorization of the recipient. This paper examines the applicable legal and regulatory framework for advertising in Nigeria, highlighting their strengths and shortcomings as well as the implications of the shortcomings on personal data privacy and protection. It finds that lack of a comprehensive legal framework in regulating online advertisements in Nigeria coupled with the lack of regulatory will by the enforcement agents has a far reaching implication on personal data protection. The paper concluded that there is an urgent need for a comprehensive law on online advertisement and recommended regulatory agencies to take proactive measures for personal data protection in Nigeria.