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A Call for Regulation of Nigerian Media Monitoring and Intelligence Industry
By Philip Odiakose
The Nigerian media monitoring and intelligence industry has witnessed significant growth and development in recent years. With the proliferation of digital media platforms, monitoring and analysing media content has become increasingly important. However, alongside this growth, concerns have arisen regarding the lack of regulation within the industry. This article explores the need for comprehensive regulations to ensure transparency, accountability, and ethical standards within the Nigerian media monitoring and intelligence sector.
Understanding Media Monitoring and Intelligence
Media monitoring and intelligence involve the systematic collection, analysis, and interpretation of media content, including print (newspapers and magazines), broadcast (TV and radio), OOH (out-of-home), and digital media (websites and social media). It serves as a valuable tool for individuals, organizations, and governments to track public sentiment, manage reputation, and gain insights into media coverage. Media monitoring and intelligence agencies utilize advanced technologies, including natural language processing and machine learning algorithms, to scan and analyze vast amounts of media data.
The Unregulated Landscape
Nigeria’s media monitoring and intelligence industry operates without clear guidelines or oversight. This lack of regulation has led to several concerning issues. Firstly, the absence of standardized practices and methodologies raises questions about the accuracy and reliability of monitoring results. Without established benchmarks, there is a risk of misleading or incomplete analysis, potentially compromising decision-making processes.
Secondly, the unregulated industry has allowed for the emergence of unethical practices. The absence of a code of conduct or professional standards leaves room for unethical manipulation of media data, such as cherry-picking information or distorting results to fit certain agendas. This undermines the integrity of media monitoring and intelligence and jeopardizes the credibility of the entire media landscape.
Thirdly, the unregulated nature of the industry has contributed to a lack of transparency and accountability. Currently, no mechanisms are in place to ensure that media monitoring and intelligence agencies handle data responsibly or protect individual privacy rights. This situation raises concerns about data breaches, unauthorized access, and potential misuse of personal information.
The Case for Regulation
Regulating the Nigerian media monitoring and intelligence industry is crucial for several reasons. Firstly, it would ensure the accuracy and reliability of media monitoring and intelligence services. Implementing standardized methodologies and quality control, measures would enhance the industry’s credibility and increase confidence in the results provided. In recent years, some organizations, such as P+ Measurement Services, have joined global associations like AMEC, FIBEP, and others due to the absence of local regulators and associations.
Secondly, the regulation would promote ethical practices and integrity within the sector. By establishing a code of conduct and professional standards, media monitoring and intelligence agencies would be accountable for their actions, reducing the risk of biased or misleading information being disseminated. This would foster a more transparent and trustworthy media monitoring environment.
Furthermore, the regulation would safeguard individual privacy rights and protect personal data. Data protection laws and guidelines could be put in place to govern the collection, storage, and use of media data. This would prevent unauthorized access and ensure individuals’ personal information is handled responsibly.
The Way Forward
To achieve effective regulation, collaboration among relevant stakeholders is crucial. Media monitoring and intelligence agencies, industry associations, government bodies, and civil society organizations should come together to develop a comprehensive regulatory framework. This framework should address standardization, ethics, data protection, and privacy issues.
Establishing an independent regulatory authority could play a pivotal role in overseeing and enforcing compliance within the industry. This authority would set guidelines, issue licenses, conduct audits, and address complaints. It would also provide a platform for stakeholders to voice concerns, seek clarification, and contribute to ongoing discussions on industry practices.
Conclusion
The Nigerian media monitoring and intelligence industry has immense potential for promoting transparency, accountability, and informed decision-making. However, there is a risk of compromising these essential objectives without adequate regulation. The urgent need for comprehensive regulations cannot be overstated. By implementing standardized practices, ethical guidelines, and data protection measures, Nigeria can ensure that media monitoring and intelligence services are reliable and responsible tools for individuals, organizations, and the government. Through collaborative efforts and establishing an independent regulatory authority, the industry can thrive while upholding the highest standards of professionalism and integrity.
Philip Odiakose is the Chief Analyst at P+ Measurement Services, a Media Intelligence Consultancy in Lagos State, Nigeria
Brands/Products
Airtel Engages Customers on Concerns Around Data Usage, Others
By Modupe Gbadeyanka
On Tuesday, April 14, 2026, customers of Airtel Nigeria felt more involved and loved when the telecommunications company gathered them together at the Lagos Travel Inn Hotel in Ikeja to discuss some of their concerns, especially around data usage, transparency and their experience with its services.
It was the first-ever Customer Forum of Airtel Nigeria in Lagos, where regulators, high-volume data subscribers, 5G customers, and other key stakeholders learned ways to tackle the issue of data depletion.
The event, themed Understanding Your Data: How to Take Control, also highlighted Airtel Nigeria’s ongoing investments in customer experience, including enhanced digital tools, clearer usage dashboards, and expanded retail and support networks aimed at improving transparency and accessibility.
“This is our very first customer forum, and it is more than an event. It is a bold statement that in today’s digital economy, the most important voice is the informed customer,” the Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, said.
He emphasised that while data has become central to everyday life, from business transactions to education and healthcare, concerns around data value and consumption remain valid and must be addressed transparently.
“Data is no longer a luxury; it is a necessity as essential as electricity and water. However, as usage grows, customers are asking an important question: “Am I truly getting value for the data I purchase? This is not just a technical issue; it is a matter of trust,” Mr Adeshina added.
He further explained that evolving usage patterns, including high-definition video streaming, cloud-based applications, and background app activity, have significantly increased data consumption compared to previous years. According to him, the forum was designed as both a listening platform and an educational session to help customers better understand how their data is used.
“We are here to listen, to explain clearly, and to provide evidence. When customers understand how their data is consumed, it shifts the experience from uncertainty to control and from frustration to confidence,” he further disclosed.
On her part, the Director of Customer Affairs Bureau at the Nigerian Communications Commission (NCC), Ms Freda Ruth Bruce-Bennett, reaffirmed the regulator’s commitment to protecting consumer interests and ensuring service quality across the industry, noting that data consumption has become deeply integrated into daily life, making any perceived loss of data a significant concern for users.
“We understand that data is central to how people live and work today, which is why concerns around data depletion are taken seriously. The NCC has put mechanisms in place to ensure that consumers receive the quality of service they deserve and that their voices are heard,” she said.
Ms Bruce-Bennett encouraged customers to take advantage of the NCC’s consumer portal, which provides guidance on data management and a platform for lodging complaints.
“There is an A to Z of data management tips available on the NCC portal, and we encourage consumers to use it. We also continue to work closely with operators like Airtel to ensure that complaints are addressed promptly and transparently,” she added.
On customer engagement and service delivery, the Customer Experience Director at Airtel Nigeria, Mr Oladokun Oye, highlighted the company’s multi-channel approach to supporting customers across the country.
“At Airtel Nigeria, customer experience is not just a function; it is embedded across everything we do. From our network design to how we communicate and resolve issues, the customer remains at the centre,” he said.
He noted that Airtel maintains one of the most extensive customer touchpoint networks in Nigeria, including over 1,000 exclusive shops, a dedicated contact centre accessible via 300, and multiple digital platforms such as the MyAirtel App, web channels, and AI-powered chatbots.
“These channels are designed to provide not just service, but clarity and understanding. We are also continuously improving our digital platforms to ensure customers can track and manage their usage in real time,” Oye added.
He further advised customers to engage only with authorised Airtel outlets to ensure service quality and protect personal information.
The Airtel Customer Forum forms part of a broader industry effort, in collaboration with the NCC, to promote data awareness, transparency in billing, and improved customer education.
By creating a platform for open dialogue, Airtel Nigeria is reinforcing its shift from a transactional relationship with customers to a more collaborative and informed partnership.
The company noted that insights from the forum will inform future improvements in service delivery, customer communication, and digital tools, as it continues to support Nigeria’s journey towards a more inclusive and transparent digital economy.
Brands/Products
NAFDAC Warns Consumers Against Fake Colgate Brand in Circulation
By Adedapo Adesanya
The National Agency for Food and Drug Administration and Control (NAFDAC) has alerted the public to the distribution of unregistered and suspected counterfeit Colgate toothpaste brand in Nigeria.
In a public notice shared on X (formerly Twitter), the agency said its Post-Marketing Surveillance Directorate received a complaint regarding the sale of the products in Kaduna State by a shop owner.
Following an investigation, officials of the food and drugs surveillance organisation visited the outlet and discovered two suspected counterfeit products branded as Coglaet ActivGel 100g and Coglaet Herbal 100g. The spellings were not only the indicator, but the production standards.
According to the agency, the shop owner disclosed that the items were sourced from a door-to-door sales representative but could not provide proof of purchase.
NAFDAC stated that the products failed to meet regulatory standards for registration and quality assurance, warning that they pose potential risks to public health and safety. It also added that the stated manufacturer could be traced to Baiyun District, Guangzhou, China.
The agency confirmed that the items have been removed from circulation, while efforts are ongoing to trace those responsible for their distribution.
NAFDAC urged consumers to remain vigilant and report any suspected sale of substandard or counterfeit regulated products to the nearest office, via its hotline or official email channels.
In a statement, NAFDAC said, “All NAFDAC zonal directors and state coordinators have been instructed to conduct surveillance and mop up the unregistered and counterfeited products if found within their zones and states.
“Distributors, retailers, and consumers are hereby advised to exercise caution and vigilance within the supply chain to avoid the distribution, sale, and use of counterfeit products. The products’ authenticity and physical condition should be carefully checked.”
Consumers are advised to report any suspicion of the sale of substandard, falsified, or counterfeit regulated products to the nearest NAFDAC office, call NAFDAC on 0800-162-3322, or via email: [email protected]. For complaints, the Reforms Unit can be reached: 09097630506, 09097630507, or email: [email protected]
Brands/Products
Airtel Nigeria Suspends Airtime, Data Lending Services
By Modupe Gbadeyanka
Barely 24 hours after MTN Nigeria announced the suspension of its data and airtime lending services, another operator, Airtel Nigeria, has followed suit.
In a statement on Friday by its Director of Corporate Communications & CSR, Mr Femi Adeniran, Airtel Nigeria said it would not no longer offer the airtime and data credit services for now.
However, the company noted that customers will continue to enjoy uninterrupted access to airtime and data purchases through its existing channels.
The Federal Competition and Consumer Protection Commission (FCCPC) introduced new rules on lending services in the country, and in compliance with this, telecommunications companies had to suspend rendering the services.
The affected services allowed eligible prepaid customers to borrow airtime or data and repay on their next recharge.
The Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, in the statement, noted the suspension of the services was to “align our operations with evolving requirements.”
“Airtel Nigeria remains committed to the highest standards of compliance, transparency, and consumer protection, while continuing to innovate responsibly within Nigeria’s digital ecosystem,” he added.
The telco noted that the temporary suspension is not expected to have a material impact on its service standards across the country, promising to provide updates on the status of the service in due course.
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