The Federal Competition and Consumer Protection Commission (FCCPC) has proposed new rules aimed at making businesses accountable for marketing messages and consumer interactions generated or delivered through artificial intelligence and other automated technologies.
The proposed framework would require businesses using AI for marketing to identify AI-generated promotional content and ensure consumers are protected from misleading or deceptive claims. It also covers AI chatbots, virtual influencers and automated messaging systems.
Businesses would remain responsible for the content and recommendations produced by the technologies they deploy, while consumers could be given options to opt out of automated marketing. The proposals also address manipulation, misinformation and the use of consumer data.
The measures are part of the FCCPC’s broader efforts to strengthen consumer protection as AI becomes increasingly integrated into Nigeria’s digital economy. The Commission’s existing framework already requires businesses to provide accurate information and prohibits misleading or unfair marketing practices.
