The Advertising Regulatory Council of Nigeria (ARCON) has disclosed plans to present proposals for a new regulatory framework covering digital advertising and artificial intelligence at the sixth National Advertising Conference (NAC) 2026, scheduled to hold from November 11 to 13 at the Abuja Continental Hotel, under the theme, “Repositioning the Marketing Communication Industry for the Next Frontier.”

Speaking at a media briefing, Dr Olalekan Fadolapo, Director-General of ARCON, represented by Emme Akande, Head of Regulations, described the conference as having grown into an important platform for the industry.

According to him, the sixth edition is expected to attract at least 700 participants, a notable rise from the roughly 500 recorded at the previous edition, and he urged media organisations to support the conference by creating wider awareness around its discussions and outcomes.

Giving further insight into what to expect, Tunji Adeyinka, Chairman of the NAC 2026 Planning Committee, said one of the major highlights of this year’s edition would be the presentation of proposals for a new regulatory framework covering digital advertising and artificial intelligence.

He explained that the proposals are being developed by a cross-functional industry committee working alongside ARCON and other stakeholders, and are expected to move the conversation beyond mere discussion to practical recommendations for regulating emerging technologies within Nigeria’s marketing communications industry.

Adeyinka disclosed that the committee had spent several months examining the challenges posed by digital advertising and artificial intelligence, with a view to developing an amended regulatory model, adding that the recommendations would first be reviewed with ARCON and other key stakeholders before being formally presented at the conference.

He noted that the organisers are seeking a concrete, agreed action plan rather than another cycle of industry talk.

“This year, we want to tackle some of the challenges standing in the way of making critical progress,” Adeyinka said.

He further revealed that a second committee has been examining the implications of the African Continental Free Trade Area (AfCFTA) for the marketing communications industry, with its findings and a proposed action plan also billed for presentation at the conference. According to him, NAC has deliberately positioned itself as an advocacy platform capable of driving actual change within the industry, rather than functioning as merely another forum for conversation without implementation.

Among other highlights, Adeyinka said the rollout of the DeepMove Meter for television advertising measurement would feature prominently at the conference, with industry stakeholders expected to review early data and insights from the new audience measurement system.

He added that the conference would also host discussions on data protection, particularly around the obligations of businesses that collect and process consumer data under Nigeria’s evolving regulatory environment.

On his part, Dr Sola Akinsiku, President of the Out-of-Home Advertising Association of Nigeria (OAAN), used the briefing to raise concerns over what he described as excessive government-imposed rates for outdoor political advertising in some states.

He called for media investigation into the matter, warning that the steep charges being imposed by state governments could make political campaigning increasingly difficult for candidates.

Akinsiku, however, agreed that the fast pace of technological change made the NAC 2026 theme especially relevant, observing that technologies considered cutting-edge today could quickly become obsolete within a few years.

According to the planners, the conference will open with a fireside chat featuring the Chairman of Access Holdings Plc, Mr Aigboje Aig-Imoukhuede, followed by sessions examining the Nigerian economy and its implications for the marketing communications sector.

The programme will also feature perspectives from chief marketing officers on the future of the industry, alongside sessions on media measurement, the informal market, data protection, broadcast digitisation, and the relationship between marketing communications and the creative economy.

Other sessions lined up for discourse include language distortion and cultural representation in advertising targeted at audiences in Northern Nigeria, gender, industry fundamentals, and the future of the profession. Special commendation was also given at the briefing to sponsors such as Tolaram, who were credited with consistently supporting the liquidity of the ARCON-NAC event over the years.

With digital regulation, artificial intelligence, AfCFTA, and data protection now firmly on the agenda, NAC 2026 is positioning itself not merely as a talk shop, but as a platform for the industry to move from identifying its emerging challenges toward developing real, actionable recommendations.