The Advertising Practitioners Council of Nigeria (APCON) has been directed by the Federal Government to implement key policies to guarantee the advertising income of media houses by creating a healthy environment for media outfits to operate.

The Minister of Information and Culture, Alhaji Lai Mohammed made this known during the unveiling of the Digital Switch Over (DSO)/Analogue Switch Off timetable in Abuja.

The Minister in his speech said the government will also support channel owners and content providers through the implementation of the audience measurement system to guarantee a sustained stream of revenue from advertising for them to invest in the development of compelling content.

“Very soon, APCON and the National Broadcasting Commission (NBC) will sign a Memorandum of Understanding, MoU, on zero advertising debts to ensure that revenue from advertising goes to the media owners.”

The Registrar/CEO of Advertising Practitioners Council of Nigeria (APCON), Dr. Olalekan Fadolapo, commended the Hon Minister of Information and Culture for his directive. He further stated  that similar directive has recently been given by the Hon Minister to APCON on the need for the full implementation of the advertising industry reform guidelines. The industry reform guidelines is aimed at creating a healthy business environment, sanitised the industry, set minimum acceptable business engagement rules and ethical standards, create jobs for Nigerians as well as encourage local content in advertising productions. He expressed confidence in the partnership with NBC on the implementation of the Hon Minister’s directive which will further foster growth and development of the industry. He enjoined stakeholders to put all hands on deck to ensure the success of the Digital Switch Over project .