Osamede Uwubanmwen, President of the Advertisers Association of Nigeria (ADVAN), has reacted to the conversation that resurfaced after Elon Musk responded on the social media platform X (formerly Twitter) to a post suggesting that Nigeria had become the first country to ban white and British models in advertising.

Musk’s reaction reignited debate on the issue, with many Nigerians on the platform defending the reform and arguing that it was designed to strengthen the country’s advertising industry and protect local creative talent.
Speaking on the development,

So, also reacting to the same conversation, Uwubanmwen stressed that Nigeria’s advertising ecosystem has for years naturally evolved to favour local talents across entertainment, fashion and media.

According to him, brand communication in Nigeria already reflects the country’s cultural influence, as Nigerian celebrities and creatives dominate advertising campaigns because of their popularity and strong connection with local audiences.

He therefore insisted that there was no need at that time to put such a policy in place, as the industry had already started making use of local talents in their marketing messages

The ADVAN president cited the global reach of Nigerian artistes, pointing to Burna Boy as an example of how popularity and brand value determine advertising opportunities.

“Why is Burna Boy doing adverts in the United Kingdom? It is because he is popular and has built a strong brand,” Uwubanmwen said, explaining that advertising decisions are typically driven by brand relevance rather than nationality.

He recalled that similar claims had surfaced about four years ago when he addressed the issue during an interview with Canal France International.

The ADVAN President explained that Nigeria is a welcoming country and cannot adopt policies that discriminate against people from other nations.

Meanwhile, Uwubanmwen also noted that Nigeria’s creative industries have matured significantly over the past two decades, making local personalities the natural choice for brands seeking relevance with Nigerian consumers.

Consequently, he cited figures such as Wizkid, Funke Akindele, Don Jazzy and fashion designer Mai Atafo as examples of the depth of talent available to brands within the country.

According to him, Nigerian audiences now strongly embrace local culture and identity, with radio stations, entertainment platforms and brand campaigns largely reflecting Nigerian voices, music and storytelling.

Uwubanmwen added that the country’s cultural confidence has grown significantly, with Nigerian music, fashion and film gaining wide recognition both locally and internationally.

Nevertheless, he cautioned that conversations portraying Nigeria as discriminatory could create unnecessary reputational challenges for the country.

The marketing expert commended Nigerians who responded online to defend the country, describing their reactions as expressions of patriotism.

He further explained that brands operating in Nigeria had already begun prioritising local talents long before the policy was introduced, making such a directive unnecessary.

According to him, the industry had organically embraced Nigerian personalities in advertising campaigns because audiences naturally connect with talents they recognise.

Uwubanmwen maintained that the industry had reached a stage where local music, film, fashion and creative personalities already dominate brand communication, adding that the policy was not necessary since the market had already aligned itself with Nigerian talents.