Ethical Influence of Behaviourally Targeted Political Advertising on Young Adults in Edo State, Nigeria

This study investigated the ethical implications of behaviourally targeted political advertising among young adults in Edo State, Nigeria, within the context of the increasing use of digital platforms and personal data in political communication. It was guided by Privacy and Surveillance Theory, which explains how personal data are gathered, tracked and exploited, often at the expense of personal autonomy, privacy and democratic choice. The study adopted a survey research design, and data were collected from young adults between 18 and 35 years of age in Etsako West Local Government Area of Edo State. Using the Taro Yamane formula, a sample size of 399 was established, from which 396 valid copies of the questionnaire were retrieved and analysed using SPSS. The findings revealed that behaviourally targeted political advertisements were not effective in promoting political participation and had limited influence on political opinions. Nevertheless, significant ethical concerns were associated with this form of advertising, particularly the invasion of privacy by political actors. The study concluded that behaviourally targeted political advertising has a weak influence on the opinions of young adults but raises ethical concerns relating to privacy and the misuse of personal data. It recommended stronger data-protection and digital-campaign regulations, alongside the promotion of transparent and credible political communication