Be aware of thin line between tasteful advertising and exploitation, experts warn
By Zion Rufus
Brands have long capitalized on religious festivals to promote their products. This practice has become a controversial issue, particularly in Nigeria, where the Christian community has spoken out against it, citing insensitivity and a lack of respect for their religious beliefs.
The recent controversy surrounding Peak Milk’s Easter ads has once again ignited the debate about whether brands should be allowed to use religious festivals for their commercial gain.
Commenting on the controversial Easter ads, a Lagos-based social commentator, Femi Ibrahim Olawale said: “The use of religious symbols in advertising can be an effective marketing tool, but it has to be done tastefully and with respect. The problem is that many brands go for shock value instead of creating something thoughtful and meaningful. It’s a cheap way to get attention, and it’s not surprising that it often backfires.”
Olawale continued: “Brands should be mindful of the messages they put out, especially during religious festivals. While it’s okay to incorporate the themes of the festival, they should avoid using religious symbols as a gimmick to sell products. It’s a thin line, and brands should be careful not to cross it.”
Speaking in similar vein, a religious leader who preferred to remain anonymous told MARKETING EDGE: “The use of religious symbols in advertising can be a good thing if the message is in line with the teachings of the faith. It can be a way to spread the message of hope and love to a wider audience. However, when it’s just a cheap ploy to sell products, then it becomes offensive and insensitive.”
Also commenting on the controversial subject, Muyiwa Akande, group head, corporate communications at SIFAX Group said in a LinkedIn statement: “When it comes to the issue of religion and culture, I believe brands in Nigeria need to tread with caution while exploring those themes for their campaigns. While creativity in campaign design should be encouraged and promoted, religion and culture remain sensitive themes that could make or mar a brand. Both of them are well ingrained into the fabric of almost every Nigerian.”
According to Akande, touching on any of the two in a way that runs contrary to the expectations of adherents could be counter productive.
“In a country where there is mutual suspicion among adherents of faiths, brand managers must begin to show greater awareness and better gatekeeping. Though I know many brands aren’t scared of taking a risk (controversial campaigns generate heavy traffic which could increase brand visibility), but a proper risk assessment needs to be done to see if the negative consequences would not outweigh the “gains”,” he advised.
For many Nigerians, the use of religious symbols in advertising is a matter of personal and cultural sensitivity. Christianity is the dominant religion in Nigeria, and many people take Easter as a time for reflection and spiritual renewal. Some see the use of Jesus Christ’s crucifixion and resurrection as a marketing ploy as disrespectful and distasteful.
The Advertising Regulators Council of Nigeria, as the regulatory body overseeing advertising in Nigeria, requires advertisers to submit their ads for vetting before they are published. However, many brands still manage to slip past this requirement, and this has led to several controversies in the past.
In a press statement signed by ARCON DG Dr. Olalekan Fadolapo, the Council disclosed it will take necessary actions to ensure that the rights, sensitivities and religious beliefs of any sect, or group of people are not ridiculed, disparaged, or exploited for commercial gains or otherwise.
“The advertisements were not only provocative, insensitive, offensive, incendiary but were also not submitted nor vetted by the Advertising Standards Panel in accordance with the provisions of section 53(1) of the Advertising Regulatory Council of Nigeria Act No.23 of 2022. The Council will take necessary actions to ensure that the rights, sensitivities and religious beliefs of any sect, or group of people are not ridiculed, disparaged, or exploited for commercial gains or otherwise,” the statement reads in part.
Advertisers, advertisement agencies, and the media/media owners have been advised to desist from exposing any form of advertisement without obtaining the prior approval of the Standards Panel. Violators will be sanctioned in accordance with the law.
On her part, Helen Akue, a brands and communications executive stated that ARCON has a crucial role to play in ensuring that all ads are vetted and meet the standards required of them.
She added: “Brands should also be aware of the thin line between tasteful advertising and exploitation, and err on the side of caution. The Easter celebrations should be a time for reflection and spiritual renewal, and it is vital that brands respect the sensitivities and beliefs of Nigerians during this time.”
Meanwhile, for some, the issue is not about the use of religious symbols in advertising per se, but rather about the intentions of the brands. If the aim is to sell products, then it is seen as exploitative and insensitive. However, if the intention is to promote a message of love, hope, and faith, then the use of religious symbols can be seen as a positive thing.
While the use of religious symbols in advertising can be an effective marketing tool, brands need to be mindful of the messages they put out during religious festivals.
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