By: Kanto
Kai Okanta
The Nigeria Data Protection
Commission (NDPC) has called for stronger data protection compliance across the
advertising industry, warning that only 12.3 percent of advertising agencies
are currently compliant with the country’s data protection requirements.
National Commissioner of the
NDPC, Dr Vincent O. Olatunji, disclosed the figure while delivering the keynote
address at an Advertising Regulatory Council of Nigeria (ARCON) webinar on
“Understanding Data Protection and Its Regulatory Framework: Applicability to
the Nigerian Advertising Industry.”
The webinar brought together
ARCON members and stakeholders from the advertising sector to examine the
growing importance of data protection and privacy as advertising becomes
increasingly digital and data-driven.
Olatunji said data has
become central to advertising decisions, with artificial intelligence and other
emerging technologies transforming how businesses understand, reach and engage
audiences.
He stressed that while these
technologies create significant opportunities for advertisers and agencies,
they also increase their responsibility to ensure that personal data is handled
transparently, securely and lawfully.
According to Olatunji,
compliance with the Nigeria Data Protection Act, 2023 is not merely a
regulatory obligation but a critical requirement for building trust with data
subjects and supporting the development of a responsible digital economy.
During the session, he
outlined key data protection principles and obligations applicable to the
advertising industry, the potential consequences of non-compliance and the
importance of ensuring that individuals can effectively exercise their data
protection rights.
The low level of compliance
among advertising agencies, he said, underscores the urgent need for stronger
privacy governance and more responsible data-processing practices across the
sector.
Olatunji also called for
deeper collaboration between the NDPC and ARCON through sustained engagement,
public awareness and capacity-building initiatives aimed at improving
understanding and implementation of data protection requirements within the
advertising ecosystem.
The webinar comes as the
advertising industry increasingly relies on personal data, artificial
intelligence and digital technologies to target audiences and measure
engagement.
Olatunji said innovation in
the sector must therefore be accompanied by stronger safeguards for privacy,
trust and accountability.
He said the future of
advertising should not only be more intelligent and data-driven but also
responsible, transparent and privacy-conscious.
