FCCPC Unveils AI Marketing Rules with Heavy Fines

The Federal Competition and Consumer Protection Commission (FCCPC) has proposed new rules to regulate marketing messages and promotional claims generated by artificial intelligence (AI). Released on September 30, 2026, the draft framework allows for administrative penalties of up to ₦100 million or 1% of a company's previous year's turnover, whichever is greater, for corporate offenders.

The proposals require businesses using AI in marketing to register with the FCCPC and ensure that AI-generated content is clearly identifiable to consumers. Companies will be held accountable for misleading claims made by automated systems, necessitating enhanced human oversight of AI-generated advertisements and communications.

The draft also emphasizes consumer control, requiring businesses to provide opt-out options and adhere to standards against manipulation and misinformation. Individual violators could face fines of up to ₦50 million, with additional penalties for specific breaches.

This initiative reflects the increasing integration of AI in Nigeria's marketing and customer service sectors.