ARCON DG reassures experts of operations to accommodate advert submissions
By Zion Rufus
In response to concerns raised by digital marketing professionals regarding the effectiveness of the Advertising Regulatory Council of Nigeria’s (ARCON) new vetting policy, the Director General, Olalekan Fadolapo, has reassured industry experts that the agency has expanded its operations and built the necessary capacity to handle the increasing number of advert submissions across the country.
It should be recalled that ARCON had recently announced new vetting rates for new media, including online platforms, social media, skits, and digital content, as part of its efforts to maintain the highest ethical standards in advertising. The statement, signed by the Director of Regulations, Mrs. Ijedi Iyoha, stated that the new rates would come into effect from May 9, 2023. While the vetting rates for traditional media remained the same, adjustments were made for new media materials.
However, given the massive volume of adverts uploaded to digital platforms every minute, digital marketing professionals expressed concerns about the timeliness of the vetting processes, further questioning ARCON’s capability to efficiently review and approve submissions in a timely manner.
Addressing these concerns at the DMS-MIPAN Workshop 2023, a collaborative event between DStv and the Media Independent Practitioners Association of Nigeria (MIPAN) held on May 11, 2023, ARCON’s Director General, Olalekan Fadolapo, provided reassurance to the digital marketing community. Fadolapo stated that the agency had taken significant steps to expand its operations across the country and build the necessary capacity to accommodate the influx of advert submissions.
“We have opened more offices across the country and built capacity to ensure there are enough places to submit adverts and ensure online content regulation,” Fadolapo affirmed during his speech at the workshop.
According to the DG, as the body continues to implement its revamped vetting rates and bolster its operations, the industry can expect improved efficiency and a more robust regulatory framework for advertising on digital platforms.
Fadolapo in his concluding remarks also restated the regulatory body’s commitment to ensuring effective online content regulation and maintaining the highest ethical standards of advertising is evident in its efforts to address the challenges posed by the digital landscape.
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