ACMJ Article

Abstract

The advertising profession in Nigeria occupies a critical space in shaping consumer perceptions, promoting brands and influencing socio-cultural values. However, the ethical foundations of this practice have been persistently challenged by issues of unregulated conduct, deceptive messages, and weak enforcement of professional codes. This paper examines ethical standards and their role in sustaining professionalism within Nigeria’s advertising practice. Drawing insights from the role theory and Deontological theory, it analyses the relationship between ethical compliance and professional integrity among advertising practitioners, particularly within the Advertising Regulatory Council of Nigeria (ARCON) chapters in South-West Nigeria. Using a mixed-method approach that combines survey data and interviews with industry stakeholders, the study reveals that although ethical frameworks exist, adherence is inconsistent due to weak enforcement mechanisms, poor professional training, and economic pressures. The paper concludes that the quest for professionalism in advertising practice depends on a robust ethical culture, strengthened regulatory oversight, and continuous ethics-based education. It recommends integrating ethics more deeply into advertising curricula, enhancing ARCON’s enforcement capacity and cultivating a value-driven culture among practitioners.

ETHICAL STANDARDS AND THE QUEST FOR PROFESSIONALISM IN NIGERIAN ADVERTISING PRACTICE, 2026, Vol. 3, No. 1, pp. 123-131. PDF