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ABSTRACT
This dissertation is based on assessment of the influence of advertising regulations on trado-medicine practice in South Western Nigeria. The research work employed Agenda Setting and Persuasive theories to justify the study. The research employed survey design and purposive random sampling technique was employed in which 400 sample size was arrived at, using Taro Yamane formula. 400 copies of structured questionnaires were distributed to respondents and 360 questionnaires out of the total 400 administered were duly attested and recovered for analysis. The findings revealed that advertising regulations influence trado-medicine practice in South Western Nigeria and also that, advertising regulations have positive influence on trado-medicine practice in South West. It was also discovered that APCON regulates traditional medicine advertisement in Nigeria through registration, the media and monitoring. The study concluded that advertising regulations have influence on trado-medicine practice in South Western Nigeria. It also concludes that, APCON regulates traditional medicine advertisement in Nigeria through registration, and media monitoring. The study therefore recommends that unethical advertising practice like disparaging competitors or making unfair claims about their products or services must be disallowed or discouraged by advertising media. It also recommends that, there is need for audience research as a way of testing their acceptability of the commercial posture of the media, while enlightening them on the desirability or otherwise of generating revenue to keep the station afloat.
