As part of efforts to regulate the advertising industry in accordance with its statutory mandate, the Advertising Regulatory Council of Nigeria (ARCON) has banned the use of foreign models in all advertising materials in Nigeria. The ban is coming on the heels of signing the ARCON bill into law by President Mohammadu Buhari’s administration, designed to ensure strict adherence to advertising code of practice in the country.

Dr. Lekan Fadolapo, the Director-General of ARCON, made the announcement during a media briefing that was held to officially unveil the new ARCON law and its mode of execution in Lagos.

According to Dr. Fadolapo, all advertising materials are henceforth charged to employ only Nigerian talents as models and voice-over artistes with effect from 1st October, 2022. He noted that the new regulation is aimed at promoting local talents and encouraging economic growth in the industry.

He further stated that ongoing campaigns are permitted to run out their timeline but that subsequent applications for revalidation and continued exposure of such materials will not be granted by the Advertising Standards Panel (ASP).

ARCON also revealed various transformations that would herald the new advertising dispensation in terms of the powers to act and executive the law and functions through the establishment of a governing council.

“Functions of the Council include to regulate and control creative ratings, advertisements, marketing communications awards,research, audit bureau of circulation, audience measurement, consumer insights research and promotions,” Dr. Fadolapo stated.