At the ongoing Advertising Standards Panel (ASP) Stakeholders Forum, Director-General Dr. Olalekan Fadolapo spoke. He emphasized that ARCON does not intend to curtail creativity in advertising. Instead, it ensures the industry upholds ethical and culturally appropriate standards.
The forum took place at the Sheba Events Centre in Lagos. It brought together advertising stakeholders. They deliberated on pressing industry issues. These included cultural sensitivity, regulatory overlap, ethical standards, and the evolving vetting process for ad materials.
Dr. Fadolapo set the tone. He reiterated the ASP’s purpose: “We are not here to kill creativity. The ASP does not stifle creativity. Its responsibility is to ensure advertisements do not set the country on fire under the guise of being creative.”
The Challenge of Cultural Sensitivity in Advertising
Dr. Fadolapo cited a real-world example. He narrated how a beer brand’s advertisement performed well in Lagos. However, it sparked social unrest when they transposed it to Kwara State. The copy line resonated with urban audiences. Yet, it triggered a backlash in Ilorin due to different cultural interpretations.
He explained: “Our environment, market, and culture differ from others. What works in one location may offend another. That is why gatekeeping is essential. It helps determine when an ad crosses the line.”
Another controversial ad read “Jesus paid your debt, not your tax.” While witty to some, this phrase raised moral and religious concerns in more conservative regions.
Overlapping Regulatory Functions Create Confusion
Dr. Fadolapo also shed light on regulatory agencies’ overlapping and often conflicting roles in the advertising ecosystem.
He noted: “ASP approves an ad. However, another regulatory agency issues a shutdown order after it airs. We investigate such cases. In 8 out of 10 instances, the issue arose because the submitted storyboard differed from the final produced and aired ad.”
He explained that they approved storyboards in good faith. Yet, the final ad deviated from the approved concept. He warned: “When we direct you to remove a scene, it must remain out. Adding it back during production undermines the regulatory process.”
Criticism of NAFDAC’s Oversight Role
The DG directly addressed concerns about the National Drug and Administration Control (NAFDAC). He stated that its involvement in advertising oversight appears driven by its overlap mandate, rather than expertise.
Gaming Industry and the Supreme Court Decision
Dr. Fadolapo also touched on the gaming industry. He discussed ARCON’s efforts to accommodate it following a Supreme Court ruling. He confirmed ongoing discussions with the Ministry’s Director of Legal Services. They aim to determine how to regulate the sector effectively outside the National Lottery Commission’s framework.
He stated: “We are studying the legal framework. We explore how we can accommodate the gaming industry within the existing ASP structure. This will not undermine the Judgment.”
Local Content Promotion and Foreign Talent Ban
On the issue of foreign models and voiceovers in Nigerian advertising, the DG reaffirmed the Federal Government’s policy banning their use. He emphasized that promoting local content remains the focus.
He said: “Nigeria has over 240 million people with diverse voices and faces. If you sell to Nigerians, you must feature Nigerians in your ads.”
However, a slight flexibility exists. He described a “variation” model. This allows for a blend of foreign and Nigerian talent. This is provided the Nigerian side of the ad receives equal representation.
He noted: “We recognize globalization. But within it, we must promote ‘glocalization.’ We want local creatives and marketing professionals to benefit from the economic value generated within their own market.”
Dr. Fadolapo’s frank and pointed remarks highlight a difficult balance. ARCON must maintain it. This involves encouraging creative freedom. At the same time, it upholds national values and cultural sensitivity. The advertising industry continues to evolve alongside digital trends and cross-sector competition. Therefore, the need for a more harmonized, intelligent regulatory system is urgent. It requires clearly defined roles and mutual respect among agencies.
In the words of the DG: “If practitioners can simply play by the rules, many of these issues will never arise.”
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