According to a recent survey, only 30% of Nigerian businesses are aware of privacy laws governing their marketing activities, despite Nigeria Data Protection Regulation (NDPR) being in effect since 2019. The survey, conducted by WorldWideWorx and commissioned by global technology company Zoho, also revealed that even though businesses are concerned about the privacy of customer's data in the hands of third-party vendors, they are reliant on them for revenue generation and gathering customer insights. This makes it harder for them to move away.

According to WorldWideWorx CEO Arthur Goldstuck, the lack of awareness about the law is largely because these regulations are not part of business-critical activities like taxation and licensing. However, 78% of the businesses indicated that they have well-documented policies for customer data protection. "This is likely following fear of NDPR violation, which has made headlines in Nigeria," said Goldstuck. Even so, only 60% are strictly applying them.
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