The NDPC says the growing use of AI, deepfakes and digital influence makes privacy safeguards and responsible data practices increasingly important.
The Nigeria Data Protection Commission has urged social-media influencers, technology developers and users to adopt responsible artificial-intelligence practices, warning that the misuse of personal information and digital identities can create legal and reputational risks.
The warning was reported by Voice of Nigeria on October 25 following a message delivered at the seventh Kano Social Influencers Summit, organised by the Centre for Information Technology and Development. The summit examined the relationship between governance, innovation and citizen engagement.
The commission’s National Commissioner and Chief Executive Officer, Dr Vincent Olatunji, said technological innovation must be balanced with the protection of human rights, privacy and digital identities. The warning reflects growing concern about the use of generative AI to create misleading information, deepfakes and manipulated digital content.
Why The Issue Matters to Businesses
Businesses increasingly use AI to produce marketing content, analyse customer data, automate service interactions and support decisions. These applications can improve productivity, but they can also create risks when systems use personal information without appropriate safeguards or generate content that misrepresents people or products.
For brands, the consequences can extend beyond regulatory penalties. A campaign that uses a person’s image or voice without appropriate authorisation may damage trust and create disputes over consent and ownership. Similarly, an influencer who encourages followers to disclose sensitive information to an untrusted platform may expose those individuals to privacy risks and undermine the credibility of associated brands. The NDPC’s warning therefore has direct implications for marketing departments, PR agencies, content creators and technology providers.
The Importance of Data Protection
According to Voice of Nigeria, the commission referred to the Nigeria Data Protection Act 2023 and its General Application and Implementation Directive as the legal framework governing personal information and its processing.
The commission emphasised the importance of incorporating privacy safeguards into systems from the outset, collecting only necessary information and using personal data for disclosed and lawful purposes. For businesses, this means data protection should be considered during the planning of digital campaigns and technology projects rather than only after a problem occurs. Marketing teams should understand what information they collect, why it is required, how it is stored and who can access it. They should also ensure that third-party providers and campaign partners follow appropriate data-handling procedures.
AI-Generated Content and Reputational Risk
Generative AI makes it easier to produce convincing images, audio and video. That capability can support creative work, but it can also make misleading content easier to create and distribute.
Businesses should therefore establish review procedures for AI-generated content, particularly where it depicts identifiable people, makes factual claims or communicates sensitive information. Influencer partnerships require similar care. Contracts should address disclosure, consent, content approval, usage rights and the handling of personal data.
The objective is not to discourage responsible innovation. It is to ensure that the speed and scale of AI adoption do not outpace the safeguards required to protect consumers.
BrandiQ Analysis: The NDPC’s warning highlights a central challenge of the AI economy: organisations can use technology to scale communications, but mistakes and abuses can scale just as quickly. Data governance and responsible content practices are therefore essential components of corporate risk management.
BrandiQ Takeaway: Nigerian businesses should treat privacy and responsible AI as operational responsibilities, not merely legal formalities. Clear data policies, human review, appropriate consent and transparent communication can help organisations innovate while protecting the trust on which their brands depend.
