National Assembly Backs Advertising Industry on Local Content


The National Assembly is in full support of the Advertising Regulatory Council of Nigeria (ARCON), on various policies introduced by the council to protect and improve the advertising business environment and practice in Nigeria.

In his address at the 50th anniversary conference of the Association of Advertising Agencies of Nigeria (AAAN), in Abuja, the Chairman, House of Representatives Committee on Information, Hon. Olusola Fatoba, commended the players in the advertising industry for their constant commitment to position Nigeria and give her a voice; irrespective of all that is going on.

He further affirmed the parliament’s support and said he will engage with the leadership of the Advertising Regulatory Council of Nigeria to see that the requirements of local content in its new Act is fully implemented, and commended AAAN members for the effort they have made over the years to impact the country through creativity.

“I recall, several years back, most of the trending advertisements on television in Nigeria were foreign adverts, with faces that did not look like us and voices that sounded very foreign; marketing products that were both made at home and abroad. This means that if an advert was not produced abroad, then it will not trend and it will not be impactful.

“However, I am impressed with the fight back that came from AAAN and its members. They stepped up their creativity, ingenuity, innovation and investment. Today, the story is different. I travel to some other African countries and I see Nigerian made adverts on their television, side by side, with our movies and our music,” Fatoba stated.

The Minister of Information and National Orientation, Mohammed Idris who was represented by the Director of Public Communication and National Orientation, Sunday Baba, commended AAAN for achieving the milestone of 50 years, and urged it to support the information ministry as it strives to promote value orientation in the country.

“Advertising plays a pivotal role in shaping public perception, driving economic growth, and fostering creativity and innovation,” he said. He noted that the association’s dedication has not only pushed the industry forward but has also inspired thousands of individuals and organisations to strive for greatness.

Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo addressed journalists at the AGM, and said that the advertising and marketing communications industry has witnessed a huge transformation through progress-driven policies, regulatory frameworks, and legislations in the recent years.

Fadolapo hailed the Tinubu administration for its approach to boost the economy, and pointed out that the recent ban on the use of foreign models and voice-over artists in Nigeria, and the use of a cumulative of 75 per cent local content in ambience, production, and post production activities, has started yielding positive results for the country.

“Quite a number of policies were made to protect and improve the ethical advertising business environment and practice. The administration ensured the successful implementation of the Advertising Industry Standard of Practice (AISOP), which provides a minimum standard of business practice between stakeholders as well as the deregulation of media rate in Nigeria.

“The protection and improvement of local contents in the advertising industry were brought to the forefront to boost job creation, reduce capital flight, and attract investments in the sector,” Fadolapo said.





















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