Deceptive online advertising: An exploratory study of TikTok advertisements in Nigeria

Abstract

The study investigated the deceptiveness of online advertisements on TikTok in Nigeria, their socio-economic impact on university students in Bayelsa State, and adherence to ethical standards. The study was grounded in the Nudge Theory, supported by Persuasion Knowledge Model, and adopted quantitative and qualitative methods. The study population comprised students of Federal University Otuoke (Federal government-owned), Niger Delta University, Wilberforce Island (state government-owned), and Hensard University (privately-owned). The findings revealed that most TikTok advertisements in Nigeria are deceptive, and have a socio-economic impact on university students in Bayelsa State. Advertisers of food, medicine, cosmetics, and skin care products on TikTok often fail to adhere to advertising ethical standards. It was concluded that social media advertising in Nigeria, especially on TikTok, enables dishonest commercials that mislead consumers into purchasing undesirable goods and services. It was recommended that regulatory bodies such as the Advertising Regulatory Council of Nigeria (ARCON), National Agency for Food and Drug Administration and Control (NAFDAC) closely monitor social media advertising to prevent deceptive practices.