Abstract:

This study examined ethical and legal concerns in User-Generated social media advertisement in
Nigeria. The objectives of the study were among others to determine the ethical issues prevalent
in user-generated advertising in social media advertisement copies in Nigeria. The theoretical
framework of the study was drawn from the Ethical Theory. The research method adopted was
content analysis. The study was made up of population comprising a total of 10,750 User-
generated social media advertisement copies a census of the 10,750 advertisements was used for
content analysis. Findings revealed that ethical issues prevalent in user-generated advertisements
on social media channels in Nigeria were misleading advertising, predatory pricing and using
individual personal data without consent. The study concluded that ethical issues in user-generated
advertising within social media advertisements in Nigeria, encompassed misleading content, price
predatory tactics, stereotyping, the inclusion of harmful or offensive images, insensitivity to certain
cultures and the unauthorised use of individual personal data. The study recommended that to
mitigate ethical challenges, it is crucial for advertisers and social media platforms to institute and
enforce clear guidelines, conduct regular audits and engage in comprehensive user education
programmes to promote ethical standards and responsible behaviour in user-generated advertising
within the Nigerian social media sphere.