NJOMACS

Social media influencers have taken over the essential role in digital communication and marketing, shaping trends and driving consumer behaviour. This study examined the Ethical implications surrounding the growing influence of social media influencers, the extent to which they are held accountable for their content, and the impact of the absence of a regulatory framework on ethical communication. The study was anchored on the Media Ethics theory and supported by the Parasocial Interaction theory. To elicit primary data, the study used qualitative research methodology and Focus Group Discussions (FGD) as the research instruments for data collection. The sample size consists of 30 participants who were purposively selected based on their active engagement with social media platforms, regular exposure to influencer-generated content and their direct involvement in the production of content. Findings showed that influence without accountability raises serious ethical concerns and has created an environment where misinformation, manipulation, visibility, and profit motives frequently overshadow truth and influencer social responsibility. Further findings revealed that the lack of regulatory and enforceable ethical standards makes it hard to hold influencers responsible for harmful or misleading content. In many situations, public backlash or callouts become the only form of correction, making accountability reactive instead of preventive. The study recommends a clear code of ethics for influencers in Nigeria. This framework should prioritise honesty in endorsements, respect for audience autonomy, truthfulness in content creation, and a commitment to avoiding harm.