ITPAN commends ARCON’s policy on 75% local content
By Felicia Nwosu
The Independent Television Producers Association of Nigeria (ITPAN) has welcomed and commended the lucrative and strategic move taken by the Advertising Regulatory Council of Nigeria (ARCON), on its new policy to promote a minimum of 75% cumulative local content of all Nigerian advertisements to boost industry growth through localization of contents.
According to Dr. LekanFadolapo, the Director General of ARCON, this was achievable through the Federal Ministry of Information and Culture, and the National Assembly who jointly decided on a more effective regulatory framework to guide and protect the practice of advertising and its ancillary businesses in conformity with global best practices.
“ARCON, being the apex advertising, advertisement, and marketing communications’ regulatory agency of the Federal Government, has, in accordance with its statutory mandate, responsibilities, and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, banned the use of foreign models and voice-over artists on any advertisement targeted at the Nigerian advertising space with effect from October 1, 2022.
“For long, ITPAN as a body has been clamouring and advocating for urgent promotion of the localisation policy by ARCON to encourage all service providers and content creators within the advertising ecosystem in order to save the business of advertising,” ITPAN said.
It added further that this became more imperative by the frightening rate at which various contents were being taken away from Nigeria by advertisers and their agencies due to non-stringent laws.
“It is therefore gratifying to identify with and fully endorse the noble determination of the Advertising Regulatory Council of Nigeria, not only to stem the haemorrhage but to deliberately put in place a policy environment that will protect and encourage the rebuilding of a viable and sustainable advertising industry for the overall good of our national economy, to the profit of the practitioners and for the cultural benefits of our people. At fruition, this new policy will put an immediate end to the acts of ferrying production of audio-visual advertisement materials to producers in foreign countries as well as discourage the use of foreign models and voice-over artists thereby returning the jobs to equally and even better skilled Nigerians.
“As a direct consequence, the very many lost briefs and jobs shall return while our languishing production equipment shall find opportunities for productive engagements. On their part, business owners shall be encouraged to reinvest and re-employ those who had been redundant; new investors and investments shall be attracted to bring in funding opportunities that financial institutions can leverage on.
“This bold commitment by the regulator and government deserves the total support and equal commitment of all stakeholders’ organizations including ADVAN and other practitioners to bring the initiative to full fruition for our mutual benefits.
“To this end, we strongly recommend that ARCON must demand total compliance with this new policy regime in order that the Advertising industry and its ancillaries may fully return to add value to our national desire to become Big, Strong, and Formidable.”
“On our part, ITPAN hereby commits to engage with ARCON and other critical stakeholders to begin the rejuvenation process by developing ideas and strategies as well as implementing strategic partnerships and business opportunities that can lead to a more prosperous and sustainable industry for Nigeria and its people,” the statement concluded.
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