This article examines the legal consequences of deceptive advertising with particular attention on who should bear the liability of such deceptive advertising. The primary objective of the study is to show that both the manufacturer who procures an advertising agent and the procured agent will be liable under the Nigerian law. The consumer is mostly motivated to go for a particular product by the persuasive force of an advertisement. Where the advertisement becomes awry, the issue of liability becomes germane. The article demonstrated clearly why the manufacturer and the advertising agent procured for the purpose of disseminating the deceptive advertisement are liable.
Keywords: Deceptive Advertising, Legal Consequences, Market, Trade, liability
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