Unilorin Professor Urges Regulatory Reforms to Tackle Unethical Digital Marketing Practices

Professor Rotimi Ayodele Gbadeyan of the University of Ilorin urged immediate regulatory reforms to curb unethical marketing practices in the digital era during his 284th inaugural lecture, titled “Something Else Beyond Marketing.”

Speaking before an audience of scholars, students and industry representatives, Professor Gbadeyan highlighted the evolution of marketing beyond traditional sales tactics and stressed the urgency of an ethical framework capable of safeguarding consumer trust.

“As marketing tools grow more sophisticated, so too must our standards for transparency and honesty,” he said.

He warned that, in the absence of rigorous oversight, deceptive advertising, algorithmic bias and manipulative tactics—such as greenwashing and pinkwashing—have become increasingly pervasive.

“Unchecked, these practices threaten to mislead consumers, exacerbate social inequality and undermine the credibility of our profession,” the professor noted.

To address these concerns, Professor Gbadeyan called on professional bodies and regulatory agencies to strengthen enforcement of ethical marketing guidelines.

He advocated for the development of dynamic regulatory mechanisms that can adapt to challenges posed by artificial intelligence, data exploitation and psychological targeting. Regular reviews of existing codes, he suggested, would ensure they remain effective as technology advances.

Professor Gbadeyan emphasized the importance of collaboration among academia, regulators and industry associations to foster a shared commitment to ethical compliance.

“Ethical marketing is not merely a moral obligation,” he asserted, “but a strategic imperative for sustaining consumer loyalty and promoting the common good.”