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Self-regulation fails in Nigerian advertising

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By Okunloye Abiodun

Advertising Regulator’s introduced an industry payment policy in the sector.

Following the failure of self-regulation in the advertising industry, the Advertising Regulatory Council of Nigeria (ARCON) stated that it decided to introduce an industry payment policy in the nation’s advertising space. This came about as a result of the prominent stakeholders taking advantage of the weaker ones. The regulatory body provided this clarification in a statement that was issued in response to some of the reasons that were given by the Advertisers Association of Nigeria (ADVAN) for taking legal action against it over some of its reforms.

The rights of ARCON to legislate on contract and payment terms, among other issues, for industry stakeholders were called into question a few days ago by ADVAN. In most parts of the world, payment terms are governed by private contractual terms or as best industry practice agreed upon by stakeholders within a sector in subtle agreement. The association had argued that payment terms are not governed by legislation. Despite this, ARCON stated in its release that the payment threshold framework, as well as regulations, vary depending on the market and industry.

All organisations should concur and support the payment threshold.

In addition, it was mentioned that when there is self-regulation in place in an economy, and it operates effectively, all of the organisations that are a part of the system concur and give their approval on the payment threshold. As a result, it encouraged ADVAN members to continue engaging their ad agencies in the conversation of payment threshold, emphasising that the agreement be consistent with the maximum number of days set by the regulator, which is a 45-day payment circle.

Regarding whether the council has the authority to request access to financial records with no court order or compel organisations to make available private business matters, the regulatory body contended that any government agency with investigative authority has a right to examine information so that it can act appropriately, in accordance with its Act and the constitution. ADVAN is recommended to verify this information with other government agencies with investigative authority. As a regulatory body, ARCON primary remit includes advertisements and marketing communications, so this is the type of data it requests.

ARCON demand all commercials be produced in Nigeria

AskNigeria also reported that on October 23 2023, the Advertising Regulatory Council of Nigeria (ARCON) mandated that all commercials be produced in Nigeria. ARCON director-general Olalekan Fadolapo made it clear the organisation is against the production of commercials outside of the country. He cautioned that if advertising work were outsourced, it would result in capital flight and the disproportionate development of other economies at the expense of Nigeria. Nigerians should only watch commercials produced in Nigeria.

Advertisers establishing their service within the nation’s borders will result in the creation of work opportunities for the country’s youth, the acceleration of the growth of the sector’s additional services, and the maintenance of financial circulation within Nigerian advertising ecosystem. This order is a component of a larger program of industry-wide reforms being carried out by ARCON and will not be revoked. Fadolapo stated that the blackmail and propaganda from the Advertisers Association will not halt the ongoing reforms.

Businesses can be hindered by the new regulations.

However, stakeholders have argued that the ARCON new laws and guidelines are too rigorous and undesirable for the creative industry. On Thursday in Lagos, a creative expert named Alhaji Abdullahi Suleiman issued a statement on behalf of the stakeholders. Suleiman stressed that the goal of regulation should be to strike a balance between the needs of different parties, including individuals and businesses. Moreover, he said, Nigerian brands’ international appeal and competitiveness may be hindered by ARCON requirement that only Nigerian models be used in advertisements shown within the country.


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AN-Toni
AN-Toni
Editor
14 days ago

Self-regulation fails in Nigerian advertising. – Advertising Regulator’s introduced an industry payment policy in the sector.Express your point of view.

Adeoye Adegoke
Adeoye Adegoke
Member
14 days ago

It’s disappointing to hear that self-regulation has failed in Nigerian advertising. Effective regulation is crucial in maintaining fairness, transparency, and ethical practices in the advertising industry.
The introduction of an industry payment policy by the Advertising Regulator is a step in the right direction. Such policies can help ensure that businesses and advertisers adhere to fair payment practices, which can contribute to a healthier and more sustainable advertising ecosystem.
It’s important for the Advertising Regulator to enforce and monitor compliance with this payment policy to ensure its effectiveness. By holding advertisers accountable for timely and fair payments, the industry can foster better relationships between advertisers and content creators, leading to a more equitable and thriving advertising sector.
Additionally, collaboration between industry stakeholders, including advertisers, agencies, and content creators, is essential in addressing the challenges and shortcomings of self-regulation. By working together, they can develop and implement effective frameworks that promote ethical advertising practices and protect the rights of all parties involved.
Ultimately, a well-regulated advertising industry benefits not only the businesses and advertisers but also consumers who rely on truthful and responsible advertising to make informed decisions. It’s important to continue striving for a robust regulatory framework that upholds high standards and fosters trust within the Nigerian advertising industry. 📺📢

Kazeem1
Kazeem1
Member
13 days ago

In Nigeria, self-regulation may find it difficult to adequately monitor and enforce advertising rules. It’s critical to have policies in place to guarantee accountability and openness in the advertising industry.

Taiwo
Taiwo
Member
13 days ago

In Nigerian advertising, self-regulation is ineffective. An industry payment policy was imposed by advertising regulators to the industry.To guarantee this payment policy’s efficacy, it is crucial that the Advertising Regulator enforces it and keeps an eye on compliance.The advertising business had experienced a failure with its self-regulatory program. It is necessary for the agency to develop more strategies and policies that will support industrial productivity.