APCON kicks off AISOP law
By Felicia Nwosu
It is a new dawn for the Advertising Practitioners Council of Nigeria (APCON), which has heralded a paradigm shift in the advertising industry by putting new modalities to guide the Council in its quest to be in tune with global standard of advertising practice. It is against this backdrop that the Council instituted the long awaited Advertising Industry Standard of Practice (AISOP) which took effect from today, the 6th of October, 2021. AISOP is the new guideline for all advertising practitioners.
This was disclosed by the Registrar of the APCON, Dr. Lekan Fadolapo, during a Public presentation of the Advertising Industry Standard of Practice, popularly known as AISOP. The initiative was unveiled during a media briefing held at Sheraton Hotel, Ikeja, Lagos, in furtherance of the advertising industry reform.
According to Dr. Fadolapo, in preparation for the conception of the AISOP, the Council thought it wise to set up an all-inclusive committee made up of all sectoral groups in the industry to produce a suitable framework that defines a minimum standard, in order to have equal and fairly represented opinions that will form the guidelines of the entire advertising ecosystem. The committee was set up in April, 2021and was chaired by Funmi Onabolu, which after a thorough joint brainstorming, in collaboration with APCON, presented a minimum acceptable standard of practice framework that is suitable and is globally acceptable.
The APCON regulation boss stated that the apex regulatory council is resolved to run a vibrant industry with well articulated framework all geared towards promoting ethical practices.
His words: “AISOP was specifically set up to provide the regulatory framework in all critical areas of concern for the stakeholders in areas such as Engagement policy, Payment terms and conditions, numeration model, media rates and commissions, disengagement protocols, credit policy, return of advertisement and measurement, peaceful resolution and other regulatory industry protocols. It is expected that with the implementation of this guideline, the Council will be placed among the most progressive advertising and marketing communications industries across the globe.”
The council umpire implored key players and industry players to support the iconic transition of the reform to ensure its success, adding that its success will not only grow the business of advertising and marketing communications, but will also help to create other numerous jobs opportunities either directly or indirectly for Nigerians.
“We are confident that the guideline serves to dictate the best interest of Nigeria advertising industry in particular and in general practice. APCON is committed to constantly improving the practice of advertising industry. Ladies and gentlemen, I present to you, the Advertising Industry Standard of Practice (AISOP), which takes its effect from today, the 6th of October, 2021, and so it shall become enforceable henceforth,” he proclaimed.
He revealed other guidelines that must be conformed to by the practitioners, which include terms of engagement. “All contracts of advertisement must be formally declared between the parties involved, in writing before appealing to APCON for intervention. Henceforth, the whole days of payment is for 45 days, anyone that exceeds this, will attract CBN’s interest rate.”
Some of the heads of sectoral group commended the council for the giant strides recorded by the present leadership of APCON. President of the Association of Advertising Agencies of Nigeria (AAAN), Steve Babaeko, while applauding the Council, noted that he can now heave a sigh of relief, adding that it is long overdue. “It is a good one coming from APCON; I think it is long overdue. As the president of AAAN, these are some of the things that keep me awake, where members complain on some of these issues that the law has tackled. I am looking forward to the enforcement and execution of the laws.”
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