The Advertising Regulatory Council of Nigeria (ARCON) has warned Nigerians to be wary of the circulating AI-generated ad using the image and voice of Federal Minister of Health and Social Welfare, Prof. Mohammed Ali Pate on social media platform, TikTok, to sell prostate and weak erection medications.
The warning was contained in press statement issued earlier today and signed by ARCON’s Director-General, Dr Olalekan Fadolapo.
The apex advertising regulatory body said the advertisement, which appeared on TikTok, was designed to make members of the public believe that the minister had personally endorsed a product advertised for the treatment of prostate cancer, weak erection and other men’s health conditions.
According to ARCON, a preliminary investigation found that the minister’s image and voice had been generated or manipulated using artificial intelligence to create a false impression of his endorsement.
“The advertisement is presented in a manner capable of misleading members of the public into believing that Prof. Mohammed Alli Pate has personally endorsed or recommended the product,” the statement said.
ARCON warned that the advertisement could mislead consumers and expose unsuspecting Nigerians to deceptive health claims and potential fraud.
The council also disclosed that it had monitored similar advertisements promoting unapproved traditional and herbal remedies on TikTok and other social media platforms.
In response to the growing concern, the Director-General said ARCON had mandated a special monitoring and enforcement task force to identify and flag advertisements that violate advertising regulations across digital and social media platforms.
The council said the task force would strengthen its ability to detect misleading promotional content and take action against those responsible for publishing or distributing it.
It also warned advertisers, advertising agencies and platform owners against using people’s images, voices or identities to promote products without proper authorisation.
“ARCON would like to reiterate that the use of image, voice or identity of anyone to promote a product without proper authorization is not only unacceptable, but a crime punishable under the law,” the statement said.
The council added that it would pursue all necessary measures, including legal action, against parties found to be involved in exposing the public to unethical advertisements.
The latest warning follows a series of public statements and enforcement warnings by ARCON in recent months over deceptive advertising, unapproved online promotions and the use of digital platforms to reach Nigerian consumers.
ARCON also issued a warning on unapproved political advertisements ahead of the 2027 general elections. In a statement dated August 31, 2026, the council cautioned politicians, political parties, campaign organisations, advertising agencies and media owners against publishing political advertisements without prior approval from its Advertising Standards Panel.
The council said some political advertisements brought to its attention had violated religious and ethnic guidelines and provisions of the Nigerian Code of Advertising. It warned that enforcement action would be taken against those responsible for exposing advertisements without the required approval.
These statements reflect the regulator’s continuing emphasis on advertising content, including material published online. At a media briefing in September, ARCON also reiterated that it monitors digital advertisements for compliance and can take action against violations, including referring cases to the Advertising Offences Tribunal.
ARCON’s latest warning places social media platforms and advertisers on notice as concerns grow over the use of manipulated digital content to give products false credibility, particularly in the health and wellness market.
The council has maintained that its regulatory concern is the nature and purpose of advertising content, rather than simply the medium through which it is published. Its position is that advertisements targeting Nigerian consumers must comply with applicable advertising requirements, including the relevant vetting and approval process.
ARCON’s enforcement position has also featured in recent legal disputes over the regulation of online advertising. Recall in June 2026 that the Federal High Court in Lagos dismissed an application by Watercress Hotel International Limited and Samuel Ayinde seeking to restrain ARCON from taking regulatory or enforcement action against them while their substantive case remained pending. The court’s ruling concerned an interlocutory application, not the final determination of the underlying dispute.
Against this background, ARCON’s threat of legal action over the alleged fake health advertisement adds to its recent efforts to address deceptive advertising across online platforms.
ARCON has called on Nigerians to support its monitoring efforts by reporting advertisements that appear deceptive, unethical or illegal, as well as promotions that make unrealistic claims or promises.
The council stressed that misleading advertisements could undermine consumer confidence and expose people to products promoted through false claims or endorsements.
The use of a public official’s identity in an advertisement can also give a product an appearance of legitimacy, potentially influencing consumers who believe the endorsement is genuine.
In this case, ARCON said the apparent use of the minister’s image and voice was intended to mislead the public and defraud unsuspecting Nigerians.
The council’s warning comes amid wider concerns about the misuse of artificial intelligence to create convincing images, voices and videos of public figures. Such content can make it increasingly difficult for consumers to distinguish genuine endorsements from fabricated promotional material.
Reaffirming its commitment to consumer protection, the council urged advertisers and marketing communication practitioners to uphold the principles of truthful, legal, decent and responsible advertising.
Fadolapo declared that the regulator would not tolerate misleading advertising practices, warning that the industry must prioritise public interest and accountability.
“The era of false and misleading advertising, advertisement and marketing communication is over,” the Director General said.
ARCON’s position signals a tougher approach to deceptive digital promotions, particularly those that exploit the identities of public figures or make questionable claims about products intended to treat health conditions.
The council urged members of the public to remain vigilant and report suspicious advertisements rather than accept online endorsements at face value.
