AISOP algorithm explained as experts thrash out solution at MARKETING EDGE Quarterly Summit
In nearly all the countries of the world, advertising regulation happens on many levels. In most cases, every ad in a given country is subject to the regulation of state law, corresponding legislative acts, international contracts signed by the country in question, and, in some cases, self-regulatory organizations of the ad industry.
In the Nigerian advertising ecosystem, however, the prevailing bone of contention has not been so much of ethical advertising and responsible brands, but honouring of agreements, terms of payment in the course of practice and execution of advertising businesses between agencies and advertisers.
Taking the bull by the horns, the Advertising Practitioners Council of Nigeria (APCON) under the leadership of Dr. Lekan Fadolapo, recently launched the Advertising Industry Standards of Practice (AISOP), which took effect from 6 October, 2021. AISOP, the regulatory body emphasized, is the new guideline for all advertising practitioners and advertisers. Expectedly, AISOP became a topic for discussion as every stakeholder in the Integrated Marketing Communications (IMC) space wants to have a serious conversation about it.
In line with its avant-garde vision of setting industry agenda and promoting the brand idea, MARKETING EDGE, Nigeria’s foremost marketing and advertising magazine, held its last 2021 Marketing Stakeholders Quarterly Summit with the theme: “Nigerian Advertising Industry Reform, To Be or Not to Be?” The summit was specifically and strategically designed to convene IMC industry eggheads under one virtual roof and have them address the controversies surrounding AISOP, while giving a roadmap to 2022.
The virtual summit had Simon Kolawole, Founder/ Publisher of The Cable as Lead Discussant, with Dr. Lekan Fadolapo, Registrar, APCON; Steve Babaeko, President, Association of Advertising Agencies of Nigeria (AAAN)/ Chief Executive Officer, X3M Ideas; Femi Adelusi, President, Media Independent Practitioners Association of Nigeria (MIPAN)/ Managing Director, Brandeye; David Okeme, Executive Director, SystemSpecs and Kehinde Salami, Group CEO, Ideas Holdings as panelists. Tolulope Medebem, Managing Director, Aster Integrated Services Ltd and Maureen Ngwu, Business Director, Media Seal WPI performed excellently well as coordinators of the summit.
The event host John Ajayi, MD/Publisher of the MARKETING EDGE magazine, while declaring the summit open with a concise but punchy speech, reminisced that APCON used to be referred to as a toothless bulldog before Dr. Fadolapo took on the mantle of Registrar and re-energized the regulatory body with the necessary adrenalin capable of repositioning the advertising industry for good.
Mr. Kolawole kicked off the conversation by averring that APCON needs to be commended for its efforts at promoting reform, stating that advertising practitioners can’t continue running an industry without rules. “All reforms come with challenges. The ability to manage the challenges strategically and successfully is critical.” In conclusion, the media guru advocated that there must be a compromise, as every stakeholder in the advertising ecosystem has a role to play in the success of the reform.
Dr. Fadolapo, who spoke persuasively, enunciated the challenges bedeviling the industry and adduced reasons why AISOP should be supported by all and sundry in Nigeria’s advertising space, while mentioning that the reform is not preaching anything new. “AISOP is only saying that we should have a level playing field for all players in the advertising ecosystem. If we want an industry that all of us will be proud of, we must embrace reform.”
Dr. Fadolapo explained that there’s an established law guiding the practice of advertising in Nigeria and AISOP is strategically positioned to align with the law. “We cannot continue doing the same thing and expect a different result. The best we can do is to ensure that we have an enabling environment. AISOP is not cast in stone. We will continue to improve on what needs to be improved upon.”
On his part, Mr. Babaeko, who commended APCON for its courage to embark on a reform that will sanitize the industry, said Nigeria is nowhere near South Africa in advertising budget. “If you compare Nigeria with South Africa GDP wise, Nigeria is far ahead. But in terms of advertising, South Africa is six times bigger than Nigeria.” He emphatically stated that any agency that refuses to comply with the AISOP guideline would be reported to the appropriate authorities.
Also speaking, Mr. Adelusi, who opined that the reform should not be viewed from a singular perspective, said that brands are usually the better for it after agencies might have done a good job and get paid accordingly. “The reform cannot be from one perspective. In my view, AISOP would create stronger agencies, and, by extension, drive industry growth. In the end, the brands would be the best beneficiaries.”
David Okeme, Execute Director, SystemSpecs, in his presentation, suggested that the advertising reform should not only focus on regulations alone but on capacity building among agency practitioners, which he believes that advertisers will be willing to pay for. He stated that capacity building will adequately equip agencies to render up-to-the-minute services to advertisers and their brands. “As a marketing director, if you don’t have an effective agency, you will not be able to grow.”
For Omo Kingsley Abunene, MD, Beam Media Limited, transparency is highly needed across the whole gamut of advertising and marketing value chain, without which the purpose of regulation will be defeated. “What we really want to see with the reform is transparency at all levels of the entire advertising ecosystem.”
The advertising regulatory situation in Nigeria is not hopeless, though. With the consensus reached by the who’s who in Nigeria’s IMC industry at the MARKETING EDGE Stakeholders Virtual Quarterly Summit, advertising can be regulated for the benefit of all players. Therefore, all IMC industry players must join hands with AISOP to develop, manage and support robust self-regulatory systems which serve as regulation and control for marketing and advertising practices. The Nigerian marketing and advertising ecosystem should typically include codes of conduct and governance systems which feature industry guidance and training, as well as enforcement mechanisms.
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