Digital PR Expert Warns Creators and PR Professionals: “Consent Is the New Currency”
Founder and Chief Strategist of The Rainbow Strategy (TRS), Dr. Franklyn Ginger‑Eke, has urged Nigeria’s public relations, advertising and creator communities to treat privacy consent as a core strategic discipline rather than a routine administrative formality. He delivered the message at the 11th Nigeria Digital PR Summit in Lagos, where he led a session titled “Consent Is the New Currency: The Data Trust Playbook for Digital PR and the Creator Economy” on Friday, 16 October 2026.
Dr. Ginger‑Eke cited recent data from the Nigeria Data Protection Commission (NDPC) showing that only 12.3 per cent of advertising agencies in Nigeria are compliant with the Nigeria Data Protection Act (NDPA) 2023, identifying the communication industry as a major compliance gap. He stressed that digital PR relies heavily on audience intelligence—follower data, engagement signals, segmentation, retargeting, social listening and influencer analytics—all of which constitute personal data processing under Nigerian law.
He said organisations that treat privacy consent as a design discipline will earn durable audience trust, adding that consent should be viewed as a strategic asset rather than a regulatory burden.
The session outlined the legal foundation for consent, beginning with Section 37 of the Constitution, which guarantees privacy. The NDPA 2023 operationalises that right, while the NDPC’s General Application and Implementation Directive (GAID)—effective since 19 September 2025—requires consent for direct marketing, sensitive data, children’s data, certain cross‑border transfers and automated decisions with legal effect.
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Dr. Ginger‑Eke emphasised that valid consent must be freely given, specific, informed, unambiguous, provable and withdrawable. He warned that pre‑ticked boxes and silence do not qualify as consent, and organisations bear the burden of proof.
He noted that enforcement is increasing, citing NDPC penalties of ₦766 million against MultiChoice Nigeria in July 2025 and ₦555.8 million against Fidelity Bank in 2024. Meta also faced a US$262 million penalty order, later settled. He said global cases show that bundled consent, consent stretched beyond purpose and slow regulatory response attract sanctions.
Dr. Ginger‑Eke recommended a Data Trust Playbook built on five pillars: consent by design, transparency by default, audience intelligence governance, creator and influencer accountability, and trust as brand equity and regulator readiness. He observed that many summit speakers, regardless of topic, repeatedly returned to themes of reputation and trust, noting that consent by design sits at the centre of both.
He also provided a 30‑day compliance checklist for agencies and creators. It includes mapping all points where audience data enters the business, replacing bundled consent with specific opt‑ins, defining organisational roles for each campaign, adding data‑protection clauses to influencer and vendor contracts, running a 72‑hour breach‑response drill and appointing an accountable officer. He advised organisations to engage licensed Data Protection Compliance Organisations (DPCOs) where registration and audit returns apply.
The Nigeria Digital PR Summit (NDPRS) is an industry initiative established by Upticomm Marketing Company. The 11th edition, themed “The Rise of Digital Influence: Culture, Creators and the New PR Playbook,” was held on 15 and 16 October 2026 at The Zone, Gbagada, Lagos.
The Rainbow Strategy (TRS) is a strategic consulting firm working at the intersection of public affairs, strategic communication and data‑protection compliance. It is licensed by the Nigeria Data Protection Commission as a Data Protection Compliance Organisation (DPCO).
By PRNigeria
