The National Commissioner/CEO of the Nigeria Data Protection Commission (NDPC), Dr Vincent Olatunji, has called on stakeholders in Nigeria’s advertising industry to strengthen their approach to data protection and privacy as the sector becomes increasingly driven by data and artificial intelligence.
Dr Olatunji made the call while delivering the keynote address at an Advertising Regulatory Council of Nigeria (ARCON) webinar focused on “Understanding Data Protection and Its Regulatory Framework: Applicability to the Nigerian Advertising Industry.” ARCON Director-General, Dr Olalekan Fadolapo, delivered the welcome address at the session.
Speaking on the evolution of advertising, Dr Olatunji noted that the industry has moved from traditional media into a digital environment where data plays a central role in advertising decisions. He highlighted the growing use of AI and other data-driven technologies, making responsible handling of personal information increasingly important for advertisers.
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The NDPC chief urged advertising professionals and agencies to put appropriate measures in place to protect personal data in their custody. He also outlined key data protection principles and obligations under the Nigeria Data Protection Act (NDP Act) 2023, stressing the need for organisations to understand data subjects’ rights and the potential consequences of failing to comply with the law.
Dr Olatunji raised concerns about the sector’s current level of compliance, revealing that only 12.3% of advertising agencies are presently compliant with applicable data protection requirements. He therefore called for greater compliance across the industry, alongside stronger collaboration and continued engagement between the NDPC and ARCON.
The webinar provided industry stakeholders with insights into the growing relationship between advertising, artificial intelligence and data protection. It also reinforced the need for responsible data processing, stronger privacy practices and regulatory compliance as Nigeria’s advertising industry continues its digital transformation.
