Meta Faces Criticism for Labelling Nigerian Users

Instagram, one of Meta’s platforms, is facing criticism in Nigeria after labelling Nigerian users in a way that is discriminatory and damaging to personal and professional reputations. This criticism is coming amidst the tense standoff between Meta and Nigerian authorities over data privacy and consumer rights violations that have resulted in over $290 million in fines and the threat of Meta exiting the Nigerian market.

The issue came to light when Nigerian graphic designer Daniel Adebowale posted on Facebook, expressing shock and frustration over a prompt reportedly shown to individuals messaging him on Instagram. The prompt, which has not been publicly detailed by Meta, appears to flag or caution users when interacting with Nigerian accounts.

Nah, this is so disheartening and sad. Why would instagram send this prompt to someone that messages me. Imagine a clients messages me and they see this, major turn off if they were skeptical initially. Major stereotype from instagram,” he wrote on Facebook

The incident has sparked widespread concern over algorithmic profiling and digital discrimination, particularly in one of Meta’s largest and most active user bases.  Some Nigerians argue that the prompt effectively casts suspicion on Nigerian users, reinforcing harmful stereotypes and potentially damaging the livelihoods of professionals who rely on Instagram for business.

This labelling scandal emerges against the backdrop of a major regulatory crackdown on Meta in Nigeria. In July 2024, the Federal Competition and Consumer Protection Commission (FCCPC) levied a $220 million fine on the company, a decision recently upheld by a Nigerian tribunal. An additional $35,000 was ordered to cover the cost of an investigation.

Other agencies added to the penalties, including the Advertising Regulatory Council of Nigeria (ARCON) imposed a ₦60 billion fine (approximately $37.5 million) for violations of advertising regulations. The Nigeria Data Protection Commission (NDPC) demanded $32.8 million for breaches related to data privacy. The combined penalties now total $290.3 million.

In response, Meta said in court filings:

The applicant may be forced to effectively shut down the Facebook and Instagram services in Nigeria in order to mitigate the risk of enforcement measures.

According to FCCPC CEO Adamu Abdullahi, a joint investigation with the NDPC from May 2021 to December 2023 revealed “invasive practices against data subjects/consumers in Nigeria,” including: Unauthorised data sharing, discriminatory behaviour, abuse of market dominance, Denial of user control over personal data.

Meta has denied wrongdoing. A WhatsApp spokesperson said via email after the July ruling:

We disagree with this decision as well as the fine.

With 164.3 million internet subscriptions as of March, Nigeria is a vital digital market. Meta’s platforms, Facebook, Instagram, and WhatsApp, are well integrated into the social, economic, and cultural aspects of the country.

It is also worthy of note that the company is facing similar scrutiny abroad. In Europe, Meta was fined €200 million over its controversial “pay or consent” data policy on Facebook and Instagram, which EU regulators ruled violates privacy rights.

Read Also:

• Why “The Fire and the Moth” Feels Like Taiwo Egunjobi’s Truest Story
• Flying Eagles Advance to AFCON U20 Quarterfinals After Dramatic Draw Against Kenya

About The Author

Oluwasegun Sanusi

author

See author's posts