Compliance level to advertising code is rising — APCON boss
Mrs. Ijedi Iyoha is the Acting Registrar/CEO of the Advertising Practitioners Council of Nigeria (APCON). Indeed, she stirs the ship of the day to day running of the apex regulatory body for advertising at a critical period in history with notable absence of a governing council to man its affairs. MARKETING EDGE caught recently views of this seasoned industry administrator. She aired her views on the various issues bordering on the advertising business in Nigeria including the challenges and prospects.
How would you describe current state of Nigeria’s advertising industry, especially, having regards to administration and the regulatory environment?
The Council has recorded great achievements in its regulation of the affairs of Nigeria advertising industry. We commend both individual and collective contributions of every sectoral group and registered advertising professionals in the industry who stood up to the task in joining hands with the Council to ensure that advertising practice in Nigeria is improved immeasurably. The Council’s advertising reforms, especially on corporate licensing, has witnessed great improvement in value delivery on both domestic and international participation in Nigeria’s advertising space. The purpose of initiating corporate licensing was to review entry qualification into the profession, register domestic and foreign advertising practitioners, ensure that registered practitioners receive first option in employment considerations, promote local content, ensure that proper sanctions are given when and where necessary especially in financial transactions in the industry and to promote research.
What do you consider major challenges of the industry and what steps are you taking to address them?
The absence of a Governing Council, inadequate funding and lack of physical presence in every State of the Federation are some of the key challenges. Unfortunately, the Council may well not be able to radically address the issues in its present circumstance. However, with resources available and at our disposal, the Council is determined not to be deterred. We are working with dexterity to discharge our statutory mandates in the areas we can.
How would you assess industry performance in the just ended first half of the year 2019? What are your projections going forth in the second half of the year?
First half of 2019 came with its peculiarities. However, it cannot be said to be unproductive for advertising business and the economy. You would recall that Nigeria had her general elections in the first quarter of the year and election periods anywhere in the world have a peculiar way of affecting businesses. It was a busy time for the Council because so much effort and resources where put into sensitisation of advertising stakeholders, political stakeholders using advertising platforms of which almost everyone did and the general public. More so, we put in extra efforts and resources in monitoring political campaign advertisements. Advertising spend increased in political sphere while other areas witnessed decreased patronage. Since after the elections advertising activities are gradually redeeming their positions in business and economy. Positive outcomes are anticipated in the second half of the year. Whatever apprehension businesses harboured must have burnt out. Things have returned to normalcy, and advertising practitioners are at their best like always.
The APCON Council is yet to be constituted several years after the erstwhile council was aborted. How has it been having to operate without a governing council? What are you doing to address the anomaly?
It is the prerogative of the Office of the President to appoint a Chairman of the Governing Council of APCON. It is very desirable for the Council to be constituted and in accordance with the provisions of the enabling law. However, until that is done by the appointing authority, the law permits the supervising minister to give directives to the Council on any matter that will enable proper discharge of the Council’s duties. There are indeed certain responsibilities squarely bestowed on a Governing Council by APCON’s enabling Act and those responsibilities are having some constraints in their executions as a result of the absence of a Governing Council. We hope that upon the appointment of a new minister the situation of APCON will be revisited with a view to addressing the constitution of a Governing Council.
The issue of non compliance has always been major challenge to APCON operations. To what extent have you gone to ensure compliance to the codes of practice?
The compliance level to APCON’s guidelines, rules and regulations are very high amongst registered advertising practitioners. Where we record high level of defaults are amongst those who engage in advertising quackery. We are working assiduously to rid the industry of such persons through proper education or sensitisation. In cases of defiance or recalcitrance, we are compelled to seek for the prosecution of such persons.
Are you looking at the possibilities of benchmarking with sister regulatory agencies locally and internationally on the subject of advertising standards?
We have passed the stage of looking at possibilities. We already have strategic partnership with similar agencies and bodies with membership across advertising and marketing communications entities that encourage and promote self-regulation. Every sectoral group in the advertising industry practices self-regulation – AAAN, OAAN, BON, ADVAN, MIPAN etc. It is easier to communicate with these bodies and achieve positive results without much ado. These bodies also recognise their positions and roles in the industry. They make the most meaningful contributions on how best to develop and strengthen the Nigeria advertising industry to make it competitive with what is obtainable in other parts of the world. We also partner with State signage and advertising agencies where necessary for the good of the industry. We have recently realigned our mutual relationship with the International Advertising Association (IAA) through its Nigeria Chapter to promote and support Nigeria advertising industry on global scale.
Finally, what will be your advice to practicing members vis-a-vis those who may be intending to become advertising practitioners?
Nigeria advertising industry is an interesting profession to explore legitimately. To adverting practitioners, I will advice that they continue to uphold the code of ethics while encouraging them to pursue the fulfilment of basic requirements under the corporate licensing regime. To those who aspire to become involved in advertising business, the industry is convivial albeit not for the indolent. Dedication, competence, diligence and industry are its chief characteristics.
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