REGULATING ADVERTISEMENTS TARGETING FAMILIES: LEGAL FRAMEWORK FOR PROTECTING FAMILY VALUES AND CHILDREN FROM HARMFUL CONTENT

This research critically examines the adequacy of the Nigerian legal framework in regulating advertisements that target families, with a particular focus on protecting family values and shielding children from harmful content. In an era where media and marketing profoundly shape societal perceptions and behaviours, advertisements have moved beyond mere commerce to become potent cultural forces. Nigerian families, especially children, are increasingly exposed to advertisement content that promotes materialism, distorts parental roles, encourages early sexualisation, and reinforces unhealthy stereotypes, etc — raising serious moral, psychological, and societal concerns. Despite the existence of regulatory bodies such as the Advertising Regulatory Council of Nigeria (ARCON), the National Broadcasting Commission (NBC), and protective laws like the Child Rights Act and the APCON Code of Advertising Practice, enforcement remains weak, coordination among regulators is inconsistent, and legal provisions often fall short of addressing the unique vulnerabilities of families and children in the digital age. Using a mixed-method approach, this study combines doctrinal analysis of statutes, regulatory frameworks, and case law with empirical data collected through structured interviews and questionnaires administered to parents, legal professionals, educators, and regulatory officers and societal stakeholders. The research draws on the Social Responsibility Theory of the Press and the theory of Legal Paternalism to assess the role of the law in curbing harmful advertisements. It finds that while legal instruments exist, they lack the moral, cultural, and psychological sensitivity required to address the full impact of modern advertising on Nigerian families. The study ultimately recommends legal reform, enhanced media literacy, stronger institutional collaboration, and proactive regulatory strategies aimed at reinforcing societal values, safeguarding children’s mental and moral development, and ensuring that advertising content contributes constructively to the social fabric of the nation. This work contributes to the growing scholarship on media law, family law, and child protection in Nigeria.