Leading voices across Nigeria’s integrated marketing communications space are aligning on a shared position. While they recognise regulation as essential for professionalism, ethical standards, and long-term industry growth, they are also calling for a more responsive and collaborative framework that better reflects the realities of modern creative practice.

In separate conversations on MARKETING EDGE ONTV, each expert acknowledges the stabilising role regulation continues to play. At the same time, they point to clear opportunities for improvement, particularly as digital transformation accelerates the pace of content creation and campaign deployment.

For Ifeanyi Onyekachi Ugaoru, Chief Executive Officer of Houz Creative Media Nigeria Limited, regulation remains important, yet its current structure often interrupts creative flow. He explained that agencies typically invest time and energy developing campaigns, only to encounter late-stage rejections that do not always reflect the full creative journey.

He therefore advocated a shift in approach. Instead of waiting at the approval stage, regulators, particularly the Advertising Regulatory Council of Nigeria, should engage earlier in the process.

By participating from ideation through execution, he believes regulators can guide outcomes more effectively while reducing friction between compliance and creativity.

Even as he pushes for this shift, he maintains that agencies must uphold responsibility, especially in a fast-moving digital environment where content can shape public perception instantly.

From a governance and media integrity perspective, Ayodeji Razaq, Chief Executive Officer of Red Media Africa, underscored the importance of regulation in protecting credibility within the communication ecosystem.

He noted that the speed of information dissemination has increased the risk of misinformation, with some platforms prioritising immediacy over accuracy.

In his view, regulatory intervention is necessary to address this imbalance. He suggested that stronger enforcement, including sanctions for misleading publications, will help restore trust.

Beyond enforcement, he called for deeper engagement between regulators and practitioners, noting that co-creation of policies will produce more practical and transparent outcomes for the industry.

For Uduak Akpan, Group Creative Director Dentsu Creative Nigeria,  the conversation centres on understanding. He recognised regulation as necessary but highlights a persistent gap between how regulators and creatives interpret ideas.

He explained that this disconnect often results in campaigns being halted without sufficient clarity on the reasons behind such decisions. To address this, he called for continuous interaction and shared learning, where both regulators and practitioners understand not only the rules but also the nuances of creative execution. According to him, alignment in language and perspective will significantly reduce avoidable setbacks.

Offering a more measured assessment, Olamide Blessing Kayode, Managing Director and Chief Executive Officer of Vert Idee, acknowledged that ARCON has made meaningful progress, particularly in strengthening ethical compliance and legal structures within the industry.

However, she pointed out that the speed of digital content creation has introduced new challenges. Unlike traditional advertising cycles, today’s campaigns often require immediate execution.

As a result, delays in approval processes can create the perception that regulation limits creativity. To address this, she recommended investment in technology that enables real-time vetting, allowing regulators to keep pace with the industry’s evolving demands while maintaining standards.

From a structural and ecosystem perspective, Demilade Olaosun, Founder and Chief Executive of Lohli Africa, described regulation as a necessary foundation for sustainable growth.

He highlighted ongoing efforts by regulators to engage stakeholders through forums and discussions, noting that these initiatives are helping to strengthen industry alignment.

Even so, he stressed the importance of deeper collaboration. He argues that regulatory frameworks should reflect local realities, particularly in a market heavily influenced by global digital platforms.

By aligning policies with cultural and economic contexts, he believes the industry can achieve more balanced and effective outcomes.

Meanwhile, Tolulope Mmedebem, President of the Experiential Marketers Association of Nigeria, pointed to the practical benefits regulation has introduced within the experiential marketing space.

She explained that clearer guidelines around contracts, timelines, and compensation have empowered agencies to engage clients with greater confidence and professionalism.

She further noted that regulation functions as a shared responsibility, holding both agencies and clients accountable. This balance, she said, has contributed to a more structured and respectful working environment across the sector.

Across these perspectives, a consistent theme runs through. Industry professionals value regulation for the order, discipline, and credibility it brings.

At the same time, they advocate a more adaptive system, one that encourages collaboration, embraces technology, and reflects the speed and complexity of modern marketing.

As Nigeria’s IMC landscape continues to expand, the conversation is gradually shifting from whether regulation is needed to how it can evolve to better serve the industry it was designed to support.