Dr. Apaak calls for ethical marketing amid AI and social media growth

Deputy Minister for Education Dr. Clement Abas Apaak has urged marketing professionals to uphold truthfulness, transparency and consumer protection as artificial intelligence and social media continue to transform the marketing industry.

He said the growing use of digital advertising and data-driven communication offered significant opportunities but also presented ethical concerns that professionals must address.

Dr. Apaak made the call on Saturday, October 31, 2026, at the third graduation and 45th induction ceremony of the Chartered Institute of Marketing, Ghana (CIMG).

He stressed that professional competence must go hand in hand with ethical responsibility to protect consumers, maintain public confidence and support national development.

“The marketing profession operates in an environment increasingly shaped by social media, artificial intelligence, digital advertising and data-driven communication. These developments offer tremendous opportunities, but they also introduce important ethical considerations,” he said.

According to him marketing professionals must remain committed to truthfulness, transparency, responsible data use, consumer protection and respect for the public interest.

He explained that the credibility of a brand depended not only on effective communication but also on the trust it established with consumers.

“The credibility of a brand is built not merely through effective communication but through trust. And trust, once compromised, is difficult to restore,” he said.

Dr. Apaak said professional marketing went beyond advertising and selling, as it also involved understanding people, identifying their needs, creating value and connecting products and services to markets.

“In reality, it is much more consequential. It is about understanding people, identifying their needs, creating value, building trust and connecting products and services to markets,” he said.

He noted that these functions were particularly important for Ghanaian enterprises, especially small and medium-sized businesses seeking to expand beyond their immediate communities.

According to him, strategic branding, market research and digital platforms could help businesses reach new consumers, strengthen their competitiveness and create sustainable employment.

“Indeed, professional marketing is not merely a business function; it is an important instrument for enterprise development, job creation and national economic transformation,” he said.

He noted that marketing practitioners had the power to shape consumer behaviour, influence business decisions, strengthen institutions and create economic opportunities.

“Your induction today is not simply a recognition of academic achievement or professional qualification. It is an invitation to greater responsibility,” he said.

He urged the new professionals to approach their work with innovation, integrity and a strong sense of purpose.

“Be professionals who do not merely respond to changing market trends but anticipate them, shape them and use your expertise to create lasting value for society,” he said.

He linked professional development to the country’s broader education and economic objectives, saying Ghana needed professionals who could apply their knowledge to practical challenges and compete in an increasingly globalised economy.

“The future of Ghana will depend, in no small measure, on how effectively we connect education to the needs of our economy, knowledge to practical application, and the talents of our young people to opportunities for productive enterprise,” he said.

He therefore commended CIMG for its contribution to strengthening marketing practice, promoting professional standards and developing the human capital required to support Ghana’s economic advancement.