Navigating Digital Marketing and Data Privacy in Nigeria: Lessons from the EU General Data Protection Regulation

Oluwaseye Oluwayomi Ikubanni; Adnan Ibrahim Sarhan; Naser Al-Sherman; John Olatunde Ologunebi; Sylvester Adejoh Ogba Ogba; Aderemi Olubunmi Oyebanji; Oluwaseye Thompson Adeboye

doi:10.21107/tlr.v8i2.32997

Navigating Digital Marketing and Data Privacy in Nigeria: Lessons from the EU General Data Protection Regulation

Oluwaseye Oluwayomi Ikubanni, Adnan Ibrahim Sarhan, Naser Al-Sherman, John Olatunde Ologunebi, Sylvester Adejoh Ogba Ogba, Aderemi Olubunmi Oyebanji, Oluwaseye Thompson Adeboye

Abstract

Nigeria has witnessed exponential growth in digital marketing driven by increased internet penetration and smartphone adoption. Businesses increasingly depend on digital marketing and targeted advertising that relies on consumer data collection and processing. While this data-driven approach creates unique opportunities for businesses to target and engage consumers, it raises significant concerns about consumer data privacy rights and protection. This need to protect these rights has prompted countries worldwide, including Nigeria, to establish legal frameworks for consumer data privacy protection. This study examined the complex relationship between digital marketing practices and data privacy regulations within Nigeria's legal framework, using the European Union's General Data Protection Regulation (GDPR) as a benchmark for comprehensive data protection legislation. The research employed a mixed-methods approach, distributing online survey questionnaires to 787 randomly selected Nigerian respondents. The study used descriptive and analytical statistics to analyze responses. The study revealed that while Nigeria has made significant progress in developing data protection standards, improvements are needed in areas such as specific authorization requirements for marketing activities, enforcement of data subject rights, and sanctions frameworks for non-compliance. Additionally, while Nigerians are aware of digital marketing operations, including targeted advertising, they largely lack awareness of existing data protection laws and privacy policies. The study recommended enhancing public awareness of data protection rights, implementing robust cybersecurity measures against data breaches, and strengthening existing regulatory frameworks for data protection.

Keywords

Data Privacy; Digital Marketing; Data Protection; Law and Technology; Artificial Intelligence

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DOI: https://doi.org/10.21107/tlr.v8i2.32997