Legal Regulation of Advertising Standards in Nigeria: Protecting Consumers from Misleading Claims

Misleading advertising poses significant risks to consumer welfare, particularly in markets characterised by information asymmetry and limited regulatory oversight. In Nigeria, consumers are regularly exposed to false or exaggerated product claims in print, broadcast, and digital media. This research examines the legal regulation of advertising standards in Nigeria, focusing on the Advertising Regulatory Council of Nigeria Act 2022 and the enforcement mechanisms available to protect consumers from misleading claims. A mixed-methods design was employed, combining analysis of ARCON enforcement actions from 2022 to 2024 with a structured survey administered to 200 consumers in Abuja and Kaduna. Secondary sources include ARCON annual reports, Consumer Protection Council publications, and comparative advertising law studies. The findings indicate that while the establishment of ARCON represents a significant regulatory upgrade, awareness of its mandate among both consumers and advertisers is limited. Enforcement actions have concentrated on broadcast media while digital and social media advertising, which increasingly reaches the widest audience, remains inadequately regulated. The study identifies particular concerns about unsubstantiated health and financial product claims in advertising directed at low-income consumers. Recommendations include expanding ARCON's digital advertising oversight mandate, imposing substantiation requirements on all performance claims, and establishing a consumer complaints portal with public reporting of outcomes. This research contributes to consumer protection and commercial law scholarship in Nigeria. Keywords: advertising regulation, consumer protection, ARCON, misleading claims, Nigeria.