What is Social Contract Theory

This study was conducted to assess the adherence to advertising ethics on social media by firms and organizations in Nigeria. Anchored on the social contract theory and technological determinism theory, findings on the ethical issues associated with social media advertising in Nigeria revealed that most of the advertisements on social media platforms are full of deception; advertisements on job recruitments and product marketing are not in line with the ethical codes, and also that advertisers use deception to win the hearts of the public which ordinarily will not patronize their services. It was concluded that social media advertising in Nigeria has been a breeding home for deceptive advertisements where members of the public are tricked to patronize products and services that do not reflect their choices. It was recommended that social media advertising should be closely monitored by APCON in ensuring that the ethical codes guiding advertising in Nigeria are not violated by advertisers who have capitalized on the advantage of social media to mislead members of the public.