AISOP appraised one year after
By Felicia Nwosu
One year and five months after the introduction of the Advertising Industry Standards of Practice (AISOP), some professionals have offered divergent reviews on how beneficial and reformatory code has been in their advertising business. Others have, however, decried the lack of its full implementation, which would have discouraged violators and also boost their business growth as part of its benefits. They argued that it would have been more impactful and beneficial if there was an enforcement of its implementation to put clients on course.
In separate interviews with MARKETING EDGE, some industry practitioners heaved a sigh of relief, describing AISOP as a stepping stone to a wholesome advertising practice that will reshape the industry for the better .For others, AISOP serves as the appropriate business framework that eradicates unfair advantage, unethical competition, and inequitable policies between relevant stakeholders.
Speaking from the experiential perspective, experiential expert and marketing strategist, Kehinde Salami, Group Chief Executive Officer, Ideas Holdings Ltd, said the birth of AISOP has redefined advertising practice in Nigeria, while acknowledging that it takes a gradual process to be fully developed.
“It has been beneficial because that level of awareness is there, it is just the implementation that is required. But are we where we were this time last year? Certainly not. For any new thing that will bring about a change, there is always a resistance. Nobody ever said this thing was going to be easy, but the first step has been taken by the regulator by coming up with AISOP. It is now left for us to believe it and also get the clients to buy into it and adopt it,” he said
A media buyer and planner, who chose to remain anonymous, said the onus lies on the practitioners themselves to stand on their feet and make decisions. She added that ARCON has played its own role by laying the foundation, “it is left for practitioners to implement it on their own”.
“AISOP is a regulation, it just shows you the guideline. It is just like when the government gives you policies that you must adhere to. It is a welcome development because it is going to put the industry in check.
I don’t agree that AISOP is only effective on paper. Someone will make the rules, but who will implement it? it is us that will implement it according to how it affects us. “It is just like a red card, if any media house gives me a red card, it is 30 days, I will make sure it is 30 days. I will not just reject it but I can tell you that it is a bit expensive,” she said.
She challenged her colleagues to take the bull by the horns to ensure that they take advantage of the provisions inherent in the reform.
“You have to put your house in order and put your feet down. Whoever goes to a client for a pitch and does not collect a pitch fee is on their own. If the clients choose not to call you because they do not want to pay, by the time one, two or three persons opt out, they will have a change of mind. We are the problem of ourselves, we have to fall in place and then you can report to the right body if there are so many issues,” she advised.
Another respondent who also craved anonymity, bared his mind from the lens of the outdoor perspective, arguing that the introduction of the AISOP would have been more beneficial to him if it were fully implemented with stringent penalties to deter violators. He stated that it is still the same old practice as nothing has really changed.
“AISOP stipulates that they should state the payment term of every contract and also states some obligation such as payment of upfront of 70% for static campaigns. All those things the code stipulates are not being implemented as some other sectoral groups will tell you that their clients are not obligated to AISOP.
“There is a sectoral group that still sends payment orders (PO) but doesn’t specify when it will pay. So, as far as I am concerned, there is no AISOP. We as OAAN members are where we are because we were the one that initiated AISOP before ARCON took over it, but unfortunately, from my own point of view, ARCON is not doing what they need to do to enforce it,” he said.
He, however, attested to the fact that some agencies are not willing to lose their clients to competitors and so would rather not be bothered about the terms of business in order to stay afloat.
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