APCON set to clamp down on digital ad violators
By Felicia Nwosu
To maintain its statutory role of ensuring that advertising codes are not violated, are truthful as well as in conformity with laid down regulations, the Advertising Practitioners Council of Nigeria (APCON) has moved to regulate the digital advertising space in Nigeria. The regulatory body will henceforth clamp down on unlawful digital advertisements and materials without APCON’S licensed approval.
Briefing newsmen in Lagos, Dr. Lekan Fadolapo, the Council’s Registrar, stated that the move is geared towards bringing sanity and decorum as well as guiding against the violation of advertising digital code on digital platforms.
The Registrar noted with worry that the influx of digital penetration without regulation on various platforms is posing a new threat of unethical and provocative advertising in the country.
He added that most online platforms, without due consideration of ethical standards, have been proliferating the Nigeria digital media space with all sorts of advertisements, some of which are in violation of the Nigerian Code of Advertising Practice, pre-exposure vetting and ethical requirements of an advertisement. This, he noted, would have a negative effect on the country, its economy and value system if ignored.
“These days, many people are bloggers and influencers offering themselves, their services, blogs and media handles as platforms for product and services to be advertised on without recourse to accepted principles and ethics of the advertising practice. The sharp increase in violation and infraction of the Nigerian Code of Advertising is not only worrisome but also portends danger,” he said.
Dr. Lekan said the spate of unguided practice has caught the attention of both the general public and lawmakers who called for a stringent control over the digital space.
“APCON has been inundated with petitions over unethical advertisements exposed on the online media platforms targeting the Nigerian market by both the primary and secondary digital media platform owners. Sadly, we have had complaints and petitions from the general public to call online media platform owners to order because of some reprehensible advertisements such as those promoting rituals, patronage of private parts enlargement, breast enlargement, love portions, money charms, concoctions to provide political powers, and many unimaginable things not worthy to be mentioned in the public media. Some others have claimed the ability to cure all manner of ailments with one particular product without scientific proof. A particular advertisement has offered the ultimate solution with one product for getting rid of piles, HIV, diabetes, COVID, stroke, cancer etc,” he revealed.
The APCON leader reiterated that the Council is committed to delivering on its statutory responsibility effectively and doggedly and is also ready to work with the resolution passed by the Federal House of Representatives. According to him, the federal lawmakers observed the pathetic trend of the exposure of advertisement on online media platforms and directed the apex regulator to effectively monitor and regulate online media advertisements.
“APCON is committed to ensuring that the advertising ecosystem is sanitized and shall not shy away from pursuing all lawful means, including causing the prosecution of violators of the Act and the Code of Advertising Practice when violation occurs. Furthermore, the resolution passed by the House of Representatives unequivocally directs APCON to ensure that online advertisements conform to the prevailing laws of the Federation and as such must be made to comply with the provisions of the Nigeria Code of advertising Practice, Sales Promotion and other Rights/Restrictions on Practice,” he said.
“APCON would like to reiterate that advertising is a distinguished profession like medicine, law, accounting etc. The practice of advertising is governed by APCON law as stated in section 1 and 17 of the Act. It is illegal and criminal for anyone to practice advertising without being first registered by APCON. APCON will clampdown on all individuals and organisations that engage in advertising without being first licensed by APCON,” Dr. Fadolapo concluded.
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