Stakeholders open fresh discussion on AISOP
By Ibidunni Banjoko
Stakeholders in Nigeria’s Integrated Marketing Communications (IMC) industry have opened fresh discussion on Advertising Industry Standards of Practice (AISOP).
It would be recalled that AISOP was introduced by the Advertising Practitioners Council of Nigeria (APCON), and designed to revitalize the advertising sector and grow the Small and Medium Enterprises (SMEs) operating in the space.
The renewed discussion on AISOP, according to Jumoke Oduwole, Special Adviser to the President of Nigeria on Ease of Doing Business, is to further demonstrate that stakeholders’ engagement is a continual work-in-progress.
She disclosed this during the Industry Dialogue organised by Advertisers’ Association of Nigeria (ADVAN), which was held on Wednesday, 22 June 2022 in Lagos.
Speaking on the theme, “The Role of Government Regulations in the Ease of Doing Business in Nigeria”, Oduwole said: “We want the global best for Nigeria and for the growth of the industry which is our primary concern. We all are actually on the same side. We are on the side of the Nigerian economy, job creation and GDP growth.”
Oduwole mentioned that President Enabling Business Environment Council (PEBEC) will intervene in the issue of AISOP and see what can be done as one of its reform areas.
“Collaboration is necessary for regulators and stakeholders to continue to dialogue to make sure everything works well for Nigeria’s economy,” she said.
On his part, Dr. Lekan Fadolapo, Registrar, Advertising Practitioners Council of Nigeria (APCON) said: “AISOP is a means not an end which is supposed to promote equity and fairness in the business of advertising. So many things have been said and we are really looking into them. To look into all benefits of the sectoral groups, the report captured different areas; part of it is media rate, credit policy, engagement protocol, disengagement processes amongst others.
“According to the Federal Government, whatever policy we want to come up with must be in line with the Nigerian constitution, must be the mandate of APCON, must be in the best interest of the public, and must not go against any existing government policy.
“Meanwhile, there is an existing document which stipulates forty-five days credit policy date, so we can’t do another law. The policy is also in line with other markets in Africa, which is forty-five days. Many multinational companies in Nigeria have offices in other countries in which they abide by their laws. Why do we have to change the practice?” he asked.
Fadolapo further said: “Everything about advertising reform has to do with transparency and efficiency. We have an issue of disengagement protocol which has to do with how you fire your agency. Whenever you fire your agency, do reconciliation and follow normal protocol.
“If any organisation wants to call a creative or strategist, they need to pay pitch fees which is not new. AISOP recognises the three-remuneration model that exists globally – fee, commission and hybrid. AISOP says clients can use any model, AISOP moderates businesses among advertisers, agencies and media in line with APCON mandate.”
RECOMMENDED ARTICLES
Comment
No comments found.