Advertising industry stakeholders have welcomed the Advertising Regulatory Council of Nigeria’s (ARCON) maiden Special Recognition Awards (ASRA), describing the initiative as a timely opportunity to reward compliance, celebrate professional excellence and strengthen relationships between the regulator and practitioners.

Indeed, this has signalled a shift towards a more balanced approach to advertising regulation, combining enforcement with public recognition of compliant brands, agencies and professionals through its maiden Special Recognition Awards (ASRA).

Speaking with MARKETING EDGE ONTV at the Evening of Many Honours, held at Balmoral, Ikeja, Lagos, the stakeholders commended ARCON for extending its regulatory responsibilities beyond sanctions to recognise brands, agencies and individuals contributing to the development of the advertising industry. For the speakers, the awards offer an incentive for responsible advertising, encourage healthy competition and demonstrate that compliance with industry regulations deserves public appreciation.

Yinka Adebayo, Group Executive Director of Omnicom Media Group, patron and chairman of the ASRA planning committee, described the initiative as a necessary change in approach, arguing that enforcement alone cannot adequately encourage compliance across the industry.

Adebayo maintained that although regulators must address violations, they should also acknowledge organisations that consistently observe the rules. He questioned the effectiveness of relying heavily on fines and sanctions when the approach does not produce the desired change in behaviour. “What gets rewarded gets done,” he said, explaining that celebrating compliant advertisers could motivate other organisations to adopt responsible practices and seek similar recognition.

He added that some businesses might question the benefits of compliance when they see penalties dominating regulatory conversations. However, publicly rewarding organisations that meet the required standards could change that perception and encourage more practitioners to follow the rules. Beyond the immediate benefits, Adebayo called on ARCON to sustain ASRA as an annual event and expand its categories to accommodate more individuals and organisations.

He specifically advocated recognition for media organisations and journalists who report on advertising regulation and help communicate the activities of ARCON and other government agencies. According to him, acknowledging these contributions would broaden the awards’ relevance and encourage greater participation across the marketing communications ecosystem.

Similarly, Olufunke Oguntola, Head of ARCON’s Ikorodu Liaison Office, said the initiative could improve engagement between the council and the advertisers and agencies operating under its regulatory oversight. Oguntola explained that recognising compliant organisations would demonstrate that ARCON values their efforts rather than approaching them exclusively from an enforcement standpoint.

She noted that public appreciation could help stakeholders feel acknowledged by the regulator and reinforce the understanding that compliance forms part of a shared responsibility to maintain advertising standards.

From the media agency perspective, Henry Ononiwu, Chief Marketing Officer of PHD Nigeria Limited, praised the decision to recognise both brands and their agencies for their contributions to compliant advertising.

Ononiwu, whose agency won the Advertising Standards Panel (ASP) Compliance Award in the e-commerce category with its client, Jumia, said the joint recognition reflected the collaborative nature of advertising and marketing communications.

He explained that agencies work with brands to develop and execute campaigns that deliver messages to consumers, making it appropriate to acknowledge both parties when their work meets the required standards. According to him, the award recognises the contribution of the entire marketing ecosystem rather than attributing the outcome to a single participant.

He also expressed confidence in ARCON’s capacity to organise the event, citing his previous experience with the council’s National Advertising Conference and the professionalism of those involved in planning the awards.

Meanwhile, Michael Uwagbai, Head of Business Development at Media Perspectives, described ASRA as a welcome development that could reshape how practitioners perceive the regulator. He observed that many industry players associate ARCON primarily with monitoring, enforcement and sanctions.

By introducing an awards platform for compliant organisations, he said, the council had demonstrated its willingness to recognise positive conduct alongside addressing violations. He added that the initiative could encourage practitioners to produce responsible advertising and give deserved recognition to those making valuable contributions to the sector.

In another endorsement, Steve Babaeko congratulated ARCON Director-General, Dr Lekan Fadolapo, and his team for introducing the awards, describing the initiative as a practical demonstration of regulation that balances discipline with appreciation.

Babaeko argued that regulatory authorities should combine corrective measures for violations with incentives for compliance, noting that organisations which respect the law deserve opportunities to have their efforts publicly acknowledged.

He described ASRA as the positive counterpart to enforcement, saying the initiative could provide an example for other practitioners and encourage greater adherence to advertising standards. He also viewed the awards as a reflection of leadership that listens to industry concerns and recognises the importance of building constructive relationships with stakeholders.

Adding to the calls for wider participation, Aminah Muhammad, Managing Director of Aims Media Company Limited, said ASRA could promote healthy competition among advertising practitioners and organisations.

Muhammad explained that recipients would have an incentive to maintain their standards and pursue further recognition, while other businesses could be encouraged to improve their practices in anticipation of future editions.

However, she stressed that the success of the initiative must go hand in hand with consistent and impartial enforcement of advertising regulations. She maintained that the rules should apply fairly across the industry to ensure that recognition and compliance remain credible.

From the judging panel, Dr Ibrahim Yusuf Yakasai said selecting winners from the nominated entries had presented challenges, particularly where some award categories attracted limited competition. Yakasai, a member of the ASRA 2026 jury, urged more individuals and organisations to enter subsequent editions, explaining that a broader pool of nominees would give judges a stronger basis for evaluating competing achievements and selecting deserving recipients.

He also highlighted the role of corporate sponsorship and social responsibility in supporting initiatives that benefit the public while strengthening brand awareness and equity. According to him, wider participation could improve the awards’ competitiveness and encourage more companies to demonstrate their contributions to the industry and society.

For the industry, they said, the long-term value of ASRA will depend not only on celebrating award recipients but also on its ability to encourage responsible advertising, strengthen collaboration and make compliance a standard that practitioners actively pursue.