Nigeria’s FCCPC proposes strict rules for AI-driven marketing, including N100m fines

The Federal Competition and Consumer Protection Commission (FCCPC) has unveiled a draft regulation that would subject businesses using artificial intelligence, machine learning and other automated technologies in marketing to tighter rules and heavy penalties.

Under the proposal, contained in a draft called the Sales Promotion Regulations, 2026, companies that deploy AI-powered tools for promotions would face additional regulatory requirements and fines of up to N100 million for breaches. Multiple reports say the commission is targeting the way businesses use automated systems in advertising and sales promotions.

What the draft would require

According to reporting by Legit.ng, the draft would require firms to register the AI tools they use for marketing, clearly label promotions that are automated, and give consumers the option to opt out of automated marketing. Nairametrics and Leadership also report that the FCCPC intends to bring AI-driven marketing under the scope of its sales-promotion rules, although details such as registration and opt-out mechanisms are described explicitly by Legit.ng.

Timing and publication

Leadership reports that the draft Sales Promotion Regulations, 2026, was released by the FCCPC on September 30, 2026. Other outlets describe the proposal as a current move by the commission to regulate AI in marketing but do not specify the publication date.

Why the move matters

The draft signals heightened scrutiny of how companies use automated technologies to target and influence consumers. By proposing maximum penalties of N100 million, the FCCPC appears to be signalling that noncompliance will carry significant financial consequences. The measures proposed — registration of tools, labeling of automated promotions and consumer opt-outs — would increase transparency for consumers and create new compliance obligations for businesses that use AI-based marketing.

Next steps and context

The documents published so far are described as a draft, which suggests the rules are not yet final. The reports do not detail the timeline for public consultation, enforcement start dates, or the process for businesses to register tools or demonstrate compliance. It also remains unclear how the FCCPC would define the scope of ‘‘automated’’ or ‘‘AI-driven’’ marketing in enforcement practice.

Observers and businesses will be watching for the final text and any accompanying guidance from the FCCPC that clarifies compliance requirements, timelines and enforcement mechanisms. For now, the draft has put the spotlight on commercial use of AI in Nigeria and the potential regulatory costs of noncompliance.