The Advertising Regulatory Council of Nigeria (ARCON), led by Director-General Dr Olalekan Fadolapo, has warned Nigerians against a misleading TikTok advertisement allegedly using artificial intelligence to imitate the image and voice of the Minister of Health and Social Welfare, Professor Mohammed Alli Pate, to promote men’s health medications in Nigeria on 9 October 2026.
The regulator said the advertisement was designed to create the false impression that Pate had personally endorsed products promoted for prostate cancer, erectile dysfunction and other men’s health conditions.
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ARCON warned that the content could mislead consumers, encourage reliance on unverified medical claims and expose unsuspecting members of the public to potential fraud.
In a statement, the council said preliminary investigations indicated that the minister’s image and voice had been generated or manipulated using artificial intelligence to manufacture the apparent endorsement.
No evidence in the available reports establishes that Pate authorised the advertisement.
“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,” ARCON stated.
The council also raised concerns about similar advertisements promoting unapproved traditional and herbal remedies on TikTok and other social media platforms.
The latest warning highlights the growing risks associated with fabricated endorsements, particularly when public figures are used to lend credibility to products making health-related claims.
In response, Fadolapo said ARCON had mandated a special monitoring and enforcement task force to track digital advertisements, identify potentially non-compliant material and flag promotions that breach applicable advertising rules.
The council warned advertisers, advertising agencies and platform owners against using another person’s image, voice or identity to promote products without proper authorisation. It said it would pursue appropriate enforcement measures, including legal action, against parties found responsible for unethical advertising.
“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 council said.
Fadolapo reinforced the regulator’s position with a warning that the industry must move away from deceptive marketing practices.
“The era of false and misleading advertising, advertisement and marketing communication is over,” he declared.
The warning forms part of ARCON’s wider efforts to strengthen oversight of advertising across digital platforms.
In September 2026, the council raised concerns about a separate AI-generated Facebook investment advertisement that allegedly used the images of President Bola Tinubu, Finance Minister Taiwo Oyedele and businessman Aliko Dangote to promote an investment scheme.
The regulator cautioned the public against misleading investment promises and distinguished the advertised scheme from the Dangote Refinery initial public offering.
ARCON has also stepped up warnings over unapproved political advertisements ahead of Nigeria’s 2027 general elections.
In a notice dated 31 August 2026, the council cautioned political parties, campaign organisations, advertising agencies and media owners against publishing political advertisements without prior approval from the Advertising Standards Panel.
The warning formed part of the regulator’s broader emphasis on compliance with Nigeria’s advertising laws and professional standards.
The regulatory pressure comes as AI-generated images, videos and cloned voices become increasingly convincing, making it harder for audiences to distinguish authentic endorsements from fabricated promotional content.
When such material features a public official, the perceived authority of that individual can make a questionable product appear more credible than it is.
For health-related products, the consequences may extend beyond financial losses.
Consumers who rely on unverified claims about treatments for prostate cancer, erectile dysfunction or other medical conditions could make decisions that affect their wellbeing.
An apparent endorsement by a senior government health official may further discourage viewers from questioning the product’s claims or seeking independent medical advice.
ARCON’s position is that digital advertising remains subject to applicable advertising requirements, regardless of the platform on which the material appears.
At a media briefing in September, the council reiterated that its regulatory focus includes the content of online advertisements and their compliance with relevant standards.
The council has urged Nigerians to report advertisements that appear deceptive, unethical or illegal, particularly those making unrealistic promises or using public figures without authorisation.
It also called on advertising practitioners to uphold truthful, legal, decent and responsible marketing communication.
Although the council has announced a tougher monitoring approach, the supplied reports do not identify the individuals or organisations responsible for producing or distributing the disputed TikTok advertisement, nor do they confirm whether any arrests, prosecutions or removals have taken place.
For now, ARCON’s warning serves as a reminder that the appearance or voice of a trusted public figure should not, on its own, be treated as proof that a product is genuine or officially endorsed.
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Consumers are encouraged to verify health claims through credible sources and seek advice from qualified healthcare professionals before using medications promoted online.
