In March 2025, the Nigeria Data Protection Commission (NDPC) officially published the General Implementation Guidelines 2025, the implementing subsidiary rules for the Nigeria Data Protection Act (NDPA) 2023. It requires enterprises engaging in direct‑marketing to obtain explicit, voluntary and specific consent from end‑users.
In March 2025, the Nigeria Data Protection Commission (NDPC) officially released the General Implementation Guidelines 2025 as supporting implementing regulations for the Nigeria Data Protection Act (NDPA) 2023.
The guidelines place direct marketing (including marketing‑oriented A2P SMS and automated voice outbound calls) under the regulatory scope of personal‑data‑processing operations. Businesses must secure explicit, voluntary and specific consent before conducting direct‑marketing campaigns. Data subjects hold the right to reject marketing‑related data processing at any time; service providers shall stop sending messages forthwith upon receiving opt‑out notices. Scope of application is extended to foreign entities that intentionally target Nigerian data subjects. GAID 2025 enters into force on 19 September 2025.
Nigeria’s regulatory landscape for advertising and data protection has grown increasingly stringent. The 2022 ARCON Act expands supervision beyond advertising practitioners to advertisers, brands, digital platforms and influencers, requiring pre‑approval from the ARCON Standards Panel for all advertisements destined for the Nigerian market. Meanwhile, the 2018 Federal Competition and Consumer Protection Act (FCCPA) prohibits false, misleading or deceptive statements in advertisements. The 2023 Nigeria Data Protection Act (NDPA) establishes the foundational data‑protection framework. GAID 2025 further operationalises NDPA provisions and delivers clear compliance guidance for direct‑marketing and other data‑processing activities. Entities running marketing A2P SMS and automated voice outbound calls must strictly follow GAID 2025 consent rules to fully safeguard data subjects’ right to information and right to opt‑out.
