Uduak L. Ekpenyong

This study examined the ethical concerns surrounding targeted advertising and data privacy among students of the Department of Mass Communication, University of Benin. Anchored on the Social Contract, Utilitarianism, and Stakeholder theories, the study explored consumers’ awareness of how their data is collected and used, the ethical implications of targeted advertising, and the effectiveness of existing data privacy regulations. Using a survey design, data were collected through structured questionnaires distributed online, with 114 valid responses analyzed using simple percentages. Findings revealed that most respondents were aware that advertisers use their personal data to tailor advertisements, though many expressed discomfort over the lack of transparency and consent. While awareness of Nigeria’s Data Protection Regulation (NDPR) was moderate, respondents believed its enforcement was weak. The study concluded that targeted advertising, though beneficial for personalization, raises serious ethical issues relating to privacy, manipulation, and consent. It recommended stricter enforcement of data protection laws, increased public awareness of data rights, and adoption of transparent and ethical advertising practices.