The Advertising Regulatory Council of Nigeria (ARCON) Urges Responsible Advertising Practices in Nigerian Marketing Communication

The Advertising Regulatory Council of Nigeria (ARCON) recently convened industry stakeholders to emphasize the importance of responsible advertising within Nigeria’s Integrated Marketing Communication (IMC) ecosystem.

During the Advertising Standard Panel (ASP) Stakeholders’ Forum held in Lagos, Olalekan Fadolapo, the Director-General of ARCON, emphasized the continuous nature of industry engagement. Fadolapo clarified that ARCON’s regulatory efforts aim not to stifle the industry but to enhance professionalism and societal service by sanitizing the advertising sector.
The forum sought to elevate regulatory compliance levels by fostering ongoing dialogue with all stakeholders. Fadolapo also highlighted the evolving role of artificial intelligence (AI) in advertising, stressing the importance of responsible technology adoption.

Regarding the adoption of AI in advertising featuring Nigerian models, Fadolapo emphasized the potential to create job opportunities within the sector. “If you are targeting an audience of over 200 million people, you should consider employing a Nigerian model to convey your message and compensate them accordingly,” he asserted.

Charles Odenigbo, an advertising lawyer, urged stakeholders to familiarize themselves with the advertising code’s provisions. He emphasized the necessity of curbing unwholesome advertising practices to sanitize the sector effectively.

Odenigbo highlighted that while regulatory frameworks benefit advertisers and media the most, they are also the main violators of advertising standards.

Omowunmi Owodunni, Chairperson of the ASP, stressed the importance of social responsibility in advertising. She called upon stakeholders to adhere to existing laws governing advertising practices for the betterment of the industry and society.

The engagement underscored ARCON’s commitment to promoting responsible advertising practices and fostering a more ethical and compliant marketing communication landscape in Nigeria.