Imagine you’re scrolling through your social media feed and come across an ad that feels more like a friend's recommendation than a corporate pitch. If you’re active on social media, this probably happens multiple times a day.
This is the world of user-generated advertisements (UGAs), where influencers and everyday individuals shape the marketing landscape. But with this comes responsibility, and the rise of UGAs brings a slew of ethical dilemmas.
We dive into the murky waters of UGAs with Yemi Adeyemi, head of transformation change management and communication at Nigeria LNG Limited and vice chair for the IABC Africa Region, who recently completed his doctoral studies in this area of communications. His research is helping unravel the ethical complexities of this trend, from the impact on consumer behavior to challenges faced by regulators. Get his expert take on how to balance authenticity with ethical standards in today’s social media landscape.
You just completed your PhD in Communication Studies. What prompted you to focus your studies on the ethics of user-generated content in advertising?
The rapid growth of social media has transformed advertising by empowering consumers to become content creators. While this shift democratizes communication, it also raises ethical and legal concerns, particularly in Nigeria, where regulatory frameworks are still evolving.
I was particularly interested in how user-generated advertisements (UGAs) influence consumer behavior and the extent to which regulators address ethical and legal concerns — such as misinformation, deceptive practices, and privacy violations. My research was driven by the need to balance the authenticity and engagement of user-generated content with ethical advertising standards that protect consumers.
This focus aligns with the IABC Code of Ethics, which emphasizes transparency, accuracy, and the responsible use of communication to build trust with stakeholders. By exploring these issues, my goal was to contribute to industry best practices that promote ethical and effective communication in the digital space.
As part of your research, what did you study, and what did you discover?
My research examined 10,750 user-generated social media advertisements from over a nine-month period and engaged key members of Nigeria’s Advertising Regulatory Council (ARCON) to assess the governance structures in place.
The study found that UGAs significantly impact consumer decision-making, especially through testimonials, product reviews, and user-generated visuals, because they are perceived as more authentic than traditional advertisements.
One surprising discovery was the extent of misinformation and inconsistency in UGAs. Issues such as false product claims, fluctuating pricing, and misleading endorsements were common. Another unexpected finding was the regulatory gap: while ARCON has structures like the Advertising Offences Tribunal, enforcement remains weak due to the volume of digital content and jurisdictional challenges.
The study recommended increased collaboration between brands and regulators to enhance content quality and authenticity. Additionally, regulators need to boost consumer awareness to help audiences critically assess UGAs and avoid deceptive content.
Why are more brands and organizations opting to use social media to reach their audiences, despite these ethical concerns?
Social media offers brands unmatched reach, interactivity, and cost-effectiveness. Unlike traditional media, digital platforms allow organizations to engage directly with their audiences, fostering brand loyalty and real-time feedback. Additionally, user-generated content enhances credibility as people trust peer recommendations more than corporate messaging.
However, ethical concerns stem from social media's decentralized nature, where misinformation can spread rapidly. Brands must navigate these risks by ensuring that user-generated content aligns with ethical communication standards. IABC’s Global Standard for the communication profession highlights the need for consistency, context, and engagement, all of which are crucial for maintaining trust in social media advertising.
Why is social media more difficult to monitor or regulate compared to traditional media (print, broadcast, etc.)? What regulations are already in place, and how effective are they?
Traditional media operates within well-established regulatory frameworks, where content must pass through gatekeepers before publication. For instance, ARCON must vet and approve adverts before they are placed in print or broadcast media. In contrast, social media is decentralized, with millions of users generating content in real-time. This makes monitoring and enforcement far more challenging.
In Nigeria, ARCON has introduced regulations to oversee digital advertising, including UGAs. However, enforcement is difficult due to platform sovereignty — many social media platforms operate under international laws — and the sheer volume of content. While initiatives like content flagging and AI-based moderation exist, they are often reactive rather than preventative.
To enhance effectiveness, regulatory bodies need to collaborate with social media platforms, advertisers, and consumer advocacy groups. Education campaigns can also empower users to critically evaluate online advertisements and report misleading content.
What role can communicators play in ensuring user-generated social media content is accurate and reliable?
As communicators, we serve the role of ethical stewards in the digital space. We must advocate for truthfulness, transparency, and audience-centric messaging. This involves:
- Educating stakeholders on responsible content creation.
- Implementing verification processes to ensure factual accuracy in UGAs.
- Encouraging brands to engage with authentic user-generated content rather than misleading endorsements.
- Advocating for regulatory compliance and ethical digital marketing practices.
IABC’s principles of professionalism, consistency, and responsibility should guide communicators in shaping ethical user-generated advertising.
How does this affect communicators who don’t work directly with user-generated ads/content? What do they need to know?
Communicators who don’t manage UGAs must still understand their impact. UGAs influence brand reputation, customer trust, and crisis management. For instance, misinformation in UGAs can lead to reputational damage, requiring swift corrective communication.
Communicators must also be prepared to integrate ethical storytelling principles into their strategies. This includes:
- Monitoring user-generated content trends to anticipate potential risks.
- Advising leadership on proactive reputation management.
- Educating teams on best practices for engaging with user-generated content ethically.
Ultimately, the digital landscape blurs the lines between controlled and uncontrolled messaging. A solid understanding of UGAs ensures that all communicators can contribute to ethical and strategic brand storytelling.
What parting thoughts or advice do you have for fellow comms professionals?
As communication professionals, we have a responsibility to foster trust in digital spaces. Ethical advertising is not just about compliance, it is about sustaining meaningful connections with audiences. User-generated content presents an opportunity for authentic engagement, but it must be managed with integrity.
Through collaboration, education, and ethical leadership, we can ensure that user-generated social media advertisements enhance, rather than erode, consumer confidence. My research reinforces the need for industry-wide commitment to ethical communication, and I look forward to contributing to ongoing discussions that shape the future of digital advertising and storytelling.
Yemi Adeyemi is a strategic business leader with over 20 years of cross-cultural experience in communications and public relations, human resource management and industrial relations, marketing, and business development, garnered across key economic sectors: banking, consulting, manufacturing, and energy. His current role entails leading the change management and communication activities for a major corporate transformation programme of a Nigeria-based gas company and its subsidiaries, identifying opportunities that aid the continuous engagement of their key stakeholders.
Adeyemi holds a PhD in Communication Studies from the University of Port Harcourt, a Master in Business Administration (MBA) degree in Human Resource Management from Ahmadu Bello University (ABU), Zaria, an MA in Communication Arts, and a BA in English from the University of Ibadan. He is a Fellow of the Nigerian Institute of Public Relations (NIPR), the Institute of Change Management (ICM) and the Institute of Management Consultants (IMC). He is also the current vice chair for IABC’s Africa Region.