DG reiterates position on ARCON law
By Oghale Mafuru
The Advertising Regulatory Council of Nigeria, ARCON is unequivocally determined to herald a new dispensation of equity and fairness in the advertising industry in Nigeria, through the newly introduced regulatory frameworks aimed to maintain the highest ethical standards which will translate to increased growth for the advertising industry and country at large.
The Director General of the apex advertising regulatory body, Dr. Olalekan Fadolapo made this assertion in an exclusive interview with MARKETING EDGE on TV where he disclosed that the new advertising Code of Practice is huge and expansive adding that critical reviews and engagements will be continuous as imperatives for its full enforcement.
The ARCON DG stated that the enforcement of the advertising law will be gradual as vital aspects of the business and practice of advertising and marketing communications in the country will be evaluated in line with the new Advertising law.
“First of all, we have to audit the industry. We have to interrogate the body of knowledge called advertising. On one hand, we need to attract talents and on the other hand, we need to grow the industry. We also need to make it attractive for investors. So, there are different levels and segments to this whole reform. We cannot just throw everything into the system because it is going to cause serious disruption” he said.
He further revealed that the apex advertising regulatory body has commenced talks with the various signage agencies in the country to ensure compliance to the new advertising law in the sector adding latest information has revealed many Out-of-Home practitioners have not been duly registered by ARCON.
“In line with the law, only organizations that are licensed by ARCON are supposed to practice advertising. Now we need to review the entire process. We have the signage agencies that issue out licenses to Out- of-Home organizations. From research done by my people, it was discovered that over 60% of most of those organizations have nothing to do with advertising. I have commenced engagement with all the state signage agencies. Advertising in Nigeria is not a passion. It is a profession. So, because it is a profession, it is guided by rules and regulations”.
Commenting on the regulation of advertising on digital platforms, Dr. Fadolapo stated that ARCON is resolute on its planned action against defaulters as it will not hesitate to bring the full weight of the law to ensure strict adherence to the advertising Code of Practice, particularly with vetting and approval before exposure.
“We have a peculiarity in terms of advertising. In Nigeria, we don’t do comparative advertising. In Nigeria, we don’t do disparaging advertising. In Nigeria, we make sure we respect culture and ethics, religion and we don’t use superlative words. The law says before you expose your adverts, make sure they are vetted and approved. There is a procedure and process laid down in the law” he stressed.
While reiterating that the law seeks to attract the needed growth and development to the industry, the advertising regulator advised aggrieved individuals or organizations to explore legal options.
He said: “The law is there. The constitution is there. No organization or group of organizations is bigger than Nigeria as an entity. So,there are avenues to channel your grievance. Sometimes the policy of the government does not sit well with people or corporate organizations. We are not saying you should not challenge it but the interest of Nigeria as a country and Nigerians as citizens is superior to any individual or corporate interest”.
Recall that over the last one year, the Advertising Regulatory Council of Nigeria had introduced a series of reforms aimed to reposition the business and practice of advertising and marketing communications in the country. The regulatory regime which started with the introduction of the Advertising Industry Standards of Practice, AISOP has metamorphosed into a body of law now called the ARCON law which embodies the advertising Code of Practice.
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