OAAN backs states’ regulation of signage and outdoor advertising
The Outdoor Advertising Association of Nigeria (OAAN) has thrown its corporate weight behind the establishment of signage and outdoor advertising regulatory agencies by state governments in the federation.
President of the Association, Emmanuel Ajufo, who made known the group’s stands on the subject, recently said the organisation was carefully reviewing all options available regarding the continued trend of state governments assuming regulation of the sector. He, however, noted that beyond issues relating to Internally Generated Revenue (IGR) in the states, there was nothing wrong in state regulation of the signage and outdoor advertising environment.
There had been calls lately by some interest groups demanding for abolition of state government established signage and advertising regulatory agencies, notably in states such as Lagos where the agencies had been largely accused of overbearing control and highhandedness.
“Beyond the issue of revenue and IGR, regulation is good. We are still reviewing all the options available. We are yet to take an official position on this,” he said.
The association boss while answering to MARKETING EDGE enquiries recently Lagos, added that the association’s leadership was fully liaising with the Directors in Charge of the Advertising department in Abuja, with a view to ironing out the grey areas surrounding signage and outdoor advertising regulation in the city.
He gave assurance that if both parties worked according to the proposed agreement by the association and the Directorate, relative peace would return to Abuja with regards to outdoor advertising regulation in the Federal Capital Territory.
It would be recalled that the outdoor regulatory environment in the FCT had lately been enmeshed in controversies following the recent approval of a new outdoor advertising and signage system that emphasises upgrade of the vital sector in consonance with the rising profile of Abuja as a world class city.
The proposed policy had sent jitters among business and institutional operators in the city, including area councils and satellite towns all of which have expressed concerns about its financial implications. The proposal had resulted in the establishment of the new Department of Outdoor Advertising and Signage (DOAS) in the FCT.
The department is envisaged to ensure sustainable implementation of the new outdoor advertising and signage system.
In line with the directive, the new system would be implemented by the FCTA in collaboration with the six Area Councils of the FCT alongside a reputable advertising consultancy firm. The policy is to become effective in the entire 8,000square-kilometre Federal Capital Territory.
Highlighting further on plans of the association going forward in the New Year, the agency boss stated that the first leg of the industry wide audience research instituted by the association was still going on and would expectedly come to a finish on or before the end of March 2020.
He added that the outcome of the research would go a long way to determine the association’s next line of action as it concerns subsequent research efforts.
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