Data privacy in digital marketing: implications for civic freedom in Nigeria

Abstract

The growth of Nigeria's digital economy has expanded digital marketing activities and positioned the country as the largest digital consumer market in sub-Saharan Africa. As digital marketing expanded, so did the systematic collection of personal data from millions of Nigerian internet users. However, most consumers neither fully understood how their personal data was processed nor had they explicitly consented to its use. This study investigated consumer awareness of data privacy within Nigeria's digital marketing ecosystem and the implications of prevailing data practices for civic freedom in relation to the Nigeria Data Protection Regulation (NDPR, 2019) and the Nigeria Data Protection Act (NDPA, 2023). The study employed an exploratory, quantitative research design that included structured surveys and questionnaires administered to 53 Nigerian adult digital consumers. Findings revealed that awareness of formal data protection regulation was significantly low: only 20.8% of respondents had heard of the NDPR, while only 11.3% had heard of the NDPA. About 90.6% of respondents had never read an entire privacy policy. On the issue of civil liberties, 68% of respondents expressed concern that their personal data could be used to influence their political views online. In comparison, 81.1% reported having self-censored at least one online action due to fear of surveillance. The study concluded that Nigeria's consent-based data protection framework would be unable to fulfil its protective functions, given the low awareness of data rights found within the sample. Recommendations are provided for key stakeholders, including the NDPC, digital marketers, civil society, and educational institutions.