ARCON to enforce 75% local content policy soon
By Oghale Mafuru
As part of its mandate to promote ethical advertising and marketing communication in the country, the Advertising Regulatory Council of Nigeria (ARCON) has announced that effective from January 1st 2023, the apex regulatory body will commence implementation of a policy to ensure a minimum of 75% cumulative local content of all advertising and marketing communication in the country.
This was contained in a statement signed by the Director General of the Advertising Regulatory Council of Nigeria, ARCON, Dr. Olalekun Fadolapo.
According to the statement, models and voice-over artistes shall be Nigerian citizens, production of advertising, advertisement and marketing communications materials must be done in Nigeria, ambience should reflect Nigeria as much as possible, production crew may involve foreigners, but Nigerians and Nigerian organizations must partake in the production, while post production may be done at any location within or outside Nigeria.
The statement reads: “In line with Section 8 (1) of the Advertising Regulatory Council of Nigeria Act No 23 of 2022 which empowered the Council to ensure the preservation of local content and the use indigenous skill as an important element in advertising, advertisement and marketing communication materials and for such materials directed at Nigerian market, ARCON will commence implementation of a policy to ensure a minimum of 75% cumulative content of all advertising, advertisement and marketing communication materials with effects from January 1st 2023.”
While reiterating that the advertising regulatory council remains committed to the vision to reposition the advertising industry for growth, the Director General stated that the new policy will create over 500,000 job opportunities in the industry will have immense impact on the economy.
It added: “The leakages and capital flight being experienced in the industry as a result of foreign production of campaigns will be discouraged.”
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