The Advertising Regulatory Council of Nigeria (ARCON) has reiterated the importance of strict compliance with advertising regulations, emphasising that all adverts must receive pre-approval before exposure, to ensure they meet ethical and public standards.
This call was made during a webinar hosted by the Nigerian Employers’ Consultative Association (NECA), where ARCON’s Director General, Dr. Olalekan Fadolapo, outlined the agency’s renewed focus on safeguarding the digital media landscape from unethical practices that could negatively impact Nigerians.
Fadolapo highlighted that all marketing communications in Nigeria must be vetted and approved by the Advertising Standards Panel (ASP) before being exposed to the public. Exceptions to this rule, he clarified, include vacancy announcements, obituaries, and financial statements.
He also announced an addition to the vetting requirements: goodwill messages, following recent incidents where some brands aired messages containing potentially harmful religious comments. “We are committed to ensuring that no communication disregards or disrespects any religion or culture,” he said, stressing that such standards are crucial for maintaining social harmony.
While noting the significant ethical standards that Nigerian advertising upholds compared to other markets, such as prohibitions on using comparative language and objectifying women in ads, the ARCON boss insisted that, “Advertising must be truthful and respectful. “In Nigeria, we avoid using comparative terms, and we do not use women as sex objects in advertising.
Advertising must be product-focused and culturally sensitive, without touching on religious or cultural sensitivities.”
ARCON’s renewed call for compliance is part of its broader mission to uphold integrity in advertising practices, protect consumers, and foster a responsible advertising ecosystem in Nigeria.
