FCT Director Outdoor advertisement backs ARCON move on unvetted Political Communications
By Oghale Mafuru
Against the backdrop of the planned removal of all unvetted political advertising messages by the Advertising Regulatory Council of Nigeria, ARCON, the Director, Federal Capital Territory Administration, Department of Outdoor Advertisement and Signage, Dr. Baba-Gana Adam, has commended the decision as it will ensure that campaign messages fall within the purview of the law.
Commenting on the new directive by the apex regulatory body during an interaction with journalists at the National Advertising Conference in Abuja, the Director affirmed that without the necessary regulations of political marketing, the country will be at risk of distasteful and injurious communications capable of plunging the country into chaos.
According to him, ARCON is required by law to regulate the sector for the peace and tranquility of the polity ahead of the 2023 General elections by ensuring that the electioneering communication process is void of unethical constructs or actions that could undermine the peace and security of the country.
He said: “The vision of ARCON which amongst others, is the promotion of responsible and ethical advertising practice, acting as the conscience of society and watchdog for the consumer is especially relevant and timely as the 2023 elections draw near.
“Political advertising as we are aware is a very significant part of the campaigns and the tendency for the advertisers to go overboard and cross several ethical lines while trying to get their messages across is always a factor that cannot be overlooked.
“It therefore have a responsibility to ensure that in the course of the campaigns, messages capable of undermining the democratic or electioneering process or even the unity and stability of the country are not allowed into the public arena”.
Commenting on the National Advertising Conference which is ongoing, the Director expressed optimism that the impact will be massive in terms of ideation and charting a new path for growth in the industry.
He said: “The theme for this conference which is “The Marketing Communication Industry in Nigeria” is very germane and timely as it seeks to take a close look at the industry in all its ramifications. The role of the marketing communication industry for the growth of businesses and by extension the Nigerian economy cannot be overstated. Your professional expertise, perhaps more than ever is required at this point in time, considering the current economically challenging times that is not limited to Nigeria alone.
Speaking further, he urged all stakeholders to collaborate as it is the most effective way to attract the much-anticipated growth in the industry. “You also carry the burden of responsibility to abide by all the procedures and guidelines regulating your industry as you have the obligation of meeting the needs of your clientele and the general public.
“It is our expectations that at the end of this conference, far reaching decisions will be taken, on how best to position the industry for sustainable growth and development and ultimately, for the benefit of the people of Nigeria” he concluded.
Recall that the Advertising Regulatory Council of Nigeria had in a recent press statement signed by the Director General of the agency, Dr. Olalekan Fadolapo announced that effective from December 5th, 2022 all unapproved political communication materials will be removed by the agency and will also prosecute defaulters in line with the dictates of the advertising law.
It read: “Exposure of unapproved advertisements without prior approval of the Advertising Standards Panel is an offence under section 34(3) of the Act. All political parties, elective political office aspirants, political campaign organizations, advertisement agencies and media space owners are hereby advised to immediately cease and desist form exposing political advertisements without prior approval of the Advertising Standards Panel as required by the Act”.
The regulatory body had urged stakeholders to adhere to the stipulated guidelines of the profession to avoid sanctions as the agency is determined to commence enforcement of the law.
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