By Quadri Moyosore Adelanwa
In recent years, social media influencers have become a powerful force in shaping consumer behaviour, with millions of followers hanging on their every post. However, a darker side of this phenomenon has emerged, with some influencers promoting counterfeit or unreliable products to their unsuspecting audiences. In Nigeria, this trend has alarming consequences, as consumers may be exposed to substandard or even dangerous products or services.
In a bid to curtail the extent to which social media users are exposed to harmful products and services, this article examines the legal liability of social media influencers in Nigeria who promote counterfeit and unreliable products or services within the purview of the existing legal framework.
2.0 Legal Framework
It is important to note that the Act requires registration for every individual, business, or organization that plans to engage in or will continue to engage in marketing and advertising communications within Nigeria, whether online or in brick-and-mortar stores[2]. However, based on Section 40 of the Federal Republic of Nigeria’s Constitution, which guarantees the right to freedom of association, it is this writer’s contention that social media influencers cannot be forced to register with the Advertising Council. Attempting to do so would be tantamount to pushing forward by forcing people who are not willing to be members to become members. See Advertising Practitioners Council of Nigeria (APCON) v. The Registered Trustees of the International Covenant Ministerial Council (ICMC) & ORS (2010) LPELR-3630(CA). The provision of section 40 was reiterated by Habeeb Adewale Olumuyiwa Abiru, JCA, in Abdullahi v. Sabuwa & ORS (2015) LPELR-25954(CA), when the court held thus:
“The right to assemble freely and associate with other persons entrenched in Section 40 of the 1999 Constitution gives every citizen a right to choose the association to which he wants to belong and he cannot be mandated to belong to any Association against his choice. (Pp 29–29, Paras B – E)
One may be curious to ask: do the activities of social media influencers towards promoting a certain product or service translate to advertising or marketing within the purview of the Advertising Regulatory Council of Nigeria Act? The answer is in the affirmative. The reason being that advertisement, as defined in the Act[3] means:
a notice, announcement, exposure, publication, broadcast, statement, announcorial, informercial, commercial, hype, display, town cry, show, event, logo, payoff or trademark to promote, advocate, solicit, showcase, endorse, vote for, or support a product, service, cause, idea, person or organisation with the intention to influence, sway, actuate, impress, arouse, patronise, entice or attract a person, people or organisation by an identified sponsor irrespective of media, medium or platform;
Furthermore, advertiser for the purpose of the application of the ARCON Act is not restricted to an individual who has registered with the Council but means:
a person, private or public organisation that causes, requests, directs, or pays for an advertisement, advertising or marketing communications ideas to be created, developed, produced, executed, or exposed that takes advantage of advertisement, advertising, and marketing communication services;
From the forgoing and from the use of ‘irrespective of media, medium, or platform’ in the definition of advertisement, the definition covers social media platforms, in addition to the more traditional mass media like radio and television, and the activities of social media influencers in marketing a product involve hype, display, solicitation, showcase, of a product, and services with the intent to entice or attract people online towards patronizing the producer or retailer of the product.
Without a doubt, Mr. Macacaroni’s video advertisement for 1xBet on his Instagram wall is essentially an announcement and request meant to persuade or draw in social media users towards patronizing 1xBet.
Unlike the Advertising Practitioner’s (Registration, etc.) Act, which has now been repealed by the Advertising Regulatory Council of Nigeria Act, 2022, the Act does not only regulate the activities of advertising practitioners but rather the advertising and marketing activities of individuals who are not advertising practitioners. The repealed Act is restricted in its application; from the long title of the repealed Act, it stated that the Act “Make Provisions for the Regulation and Control of Advertising, Ensure the Protection of the General Public and Consumers, Promote Local Content, and Entrench the Best International Practices; and for Related Matters.” Also, in MIC Royal Ltd v. APCON (2018) LPELR-45314(CA) and Advertising Practitioners Council of Nigeria (APCON) v. The Registered Trustees of International Covenant Ministerial Council (ICMC) & ORS (Supra), the court held that the repealed APCON Act is only applicable to advertising practitioners’; this will not be the case in the new enactment, based on its overreaching or encompassing provision.
If any social media influencer did any advertisement or shout-out (so to speak) for any platform that intends to commit computer-related fraud or did commit computer-related fraud, such influencer is liable for aiding and abetting[7]. Though intention is crucial to establish if indeed the influencer intend to aid the principal offender.
3.0 Obligations of Influencers
4.0 Legal Consequences
5.0 Enforcement and Challenges
The Advertising Tribunal (‘The Tribunal’) established by the Advertising Regulation Act has jurisdiction over people who commit offenses under the Act.[11]; the Tribunal has the power to issue a search warrant, and where the circumstances warrant it[12], apply the provisions of the Administration of Criminal Justice Act[13]. Anyone aggrieved by the action or inaction of any influencer that is in contravention of the provisions of the Advertising Act may either report to the police or to the tribunal, who will then investigate the matter and deliver the necessary judgment, and the judgment can be appealed. An appeal against the judgment of the tribunal goes to the Court of Appeal[14]. Additionally, the Act makes provision for dispute resolution between disputing parties[15]. The enforcement procedure is similar to that contained in the FCCPC Act.
Challenges
“It is pertinent to say at this point that the word intention is subjective and is within the mind of the very individual possessing it. It is often said that even the devil does not know the state of a person’s mind, as it is the state of his heart, completely within his own knowledge to the exclusion of all else. The Collins Learner’s Dictionary Concise Edition has defined intention thus: “An intention that you have is an idea or plan of what you are going to do.” The word intention, being subjective in nature, can therefore be inferred from the conduct of a person by manifesting through his action.”
6.0 Conclusion
From the findings above, non-regulatory compliance and a lack of due diligence are major factors fueling the promotion of products or services in cyberspace by social media influencers, which expose consumers to the vulnerability of promoted products or services. Associated risks emanating from the actions of social media influencers include exposing consumers to data breaches, financial risks, and health risks, among others. In recent times, a particular influencer promoted Jenny’s Glow, a skincare brand that has been considered harmful to consumers. Therefore, social media influencers in Nigeria must be aware of their legal responsibilities when promoting products. Adhering to consumer protection laws and conducting due diligence can mitigate the risk of legal liability for promoting counterfeit or deceitful products.
[1] S. 8 Advertising Regulatory Council of Nigeria Act, 2022
[2] S. 21 ARCON Act
[3] S. 63 ARCON Act
[4] S. 17(x) FCCPA
[5] S. 17 (z) FCCPA
[6] S. 14(2) Cyber-crime Act.
[7] S. 27(1) Cyber-crime Act.
[8] S. 125 FCCPC Act
[9] S.
[10] S. 27(1) Cyber-crime Act.
[11] S. 37 & 41 ARCN Act
[12] S. 45 ARCN Act
[13] S. 46 ARCN Act
[14] S. 47 FCCPC Act
Source: @thenigerialawyer
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