A marketing scholar at the University of Ilorin, Professor Rotimi Ayodele Gbadeyan, has called for urgent regulatory reforms to address rising concerns over unethical marketing practices in the digital age.
Delivering the 284th inaugural lecture of the university titled “Something Else Beyond Marketing”, the professor emphasised the need for ethical accountability in modern marketing, especially in an era defined by rapid technological advancement and complex consumer behaviour.
He said marketing has evolved far beyond traditional sales strategies, and therefore demands a robust ethical framework to safeguard public interest and consumer trust.
Professor Gbadeyan specifically urged professional bodies and regulatory agencies to step up enforcement of ethical marketing standards.
He noted that the absence of stringent oversight has allowed deceptive advertising, algorithm bias, and manipulative tactics such as green and pinkwashing to flourish.
He warned that without proactive intervention, these practices could deepen inequality, mislead consumers, and damage the integrity of the marketing profession.
According to him, stronger regulatory mechanisms must be developed to ensure that businesses adhere to principles of transparency, honesty, and responsibility in the design and delivery of marketing campaigns.
He stressed the need for regular reviews of ethical guidelines to keep pace with emerging challenges posed by artificial intelligence, data exploitation, and psychological targeting.
The professor also called for collaboration between academia, industry regulators, and professional associations to promote a shared culture of ethical compliance.
He argued that ethical marketing is not merely a moral obligation but a strategic imperative for long-term consumer loyalty and societal well-being.
The lecture drew scholars, students, and industry stakeholders and underscored the pressing need to reform marketing practices in line with global standards and public expectations.
The scholar urged institutions to treat marketing not only as a business tool but also as a platform for advancing justice, fairness, and the common good.
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