Out – of -Home Media Charter bill undergoes final review
By Felicia Nwosu
President of the Outdoor Advertising Association of Nigeria (OAAN),Mr. Sola Akinsiku, has disclosed that the committee set up by the National Assembly to review the proposed media charter for the out-of-home advertising industry is currently finalizing its report.
While confirming that the bill has scaled first and second readings and undergone a public hearing, Akinsiku said he would refrain from sharing further details until the committee’s report is formally released.
The journalist cum OOH expert however reaffirmed that the charter does not seek to challenge the statutory role of the Advertising Regulatory Council of Nigeria (ARCON), which he emphasized is limited to regulating advertising messages and not the platforms they appear on.
Speaking in an exclusive interview chat with MARKETING EDGE, Akinsiku explained that the media charter was conceived to professionalize the out-of-home advertising space, addressing long-standing issues of disorganization and regulatory ambiguity that have plagued the sector for years. According to him, while ARCON ensures that advertising content aligns with ethical and professional standards, oversight of the physical platforms, billboards, hoardings, and other out-of-home structures, which have largely been left to local governments, often with the primary aim of revenue generation.
He noted that this fragmented oversight has led to repeated instances of billboard demolitions in cities like Abuja, Lagos, Rivers, and Kaduna, resulting in significant losses for practitioners and disruptions to brand communication. Akinsiku stressed that the charter aims to introduce a baseline of professionalism, training, and technical standards for anyone operating in the out-of-home space, similar to other professions that require formal certification.
“This is not about contesting ARCON’s role in regulating advertising messages. Their responsibility ends with the message itself. Our focus is on the safety, integrity, and professional operation of the platforms carrying those messages. It’s long overdue.”
He pointed out that the push to recognize out-of-home advertising as a profession began years ago, following major regulatory conflicts in 2014. According to him, OAAN approached the National Assembly after consultation with industry stakeholders, including Senator Enyinnaya Abaribe, who advised that establishing the sector as a recognized profession was the only way to ensure order and avoid future disruptions.
The bill, he said, has received wide deliberation, including at OAAN’s Annual General Meetings, where ARCON was present.
He clarified that although neither OAAN nor ARCON has direct representation on the committee currently reviewing the bill, both bodies made submissions at the public hearing, and their positions have been considered by the relevant Senate committees overseeing advertising and media practice.
Addressing reactions from the Heads of Advertising Sectoral Groups (HASG) and the Advertising Regulatory Council of Nigeria, ARCON, the OOH Chieftain said their earlier concerns likely stemmed from misinterpretation of OAAN’s objectives.
He expressed optimism that recent efforts to share clarifications, which include frequently asked questions and joint meetings with ARCON, have helped clear up misunderstandings.
He reiterated that OAAN is not seeking to assume ARCON’s regulatory authority, distribute billboard sites, or vet creative content.
“We’re not fragmenting the industry or duplicating roles. What we are advocating for is a structured, professional practice for those building and managing the infrastructure that supports outdoor advertising
The accomplished professional added that issues like engineering design, soil analysis, and environmental compliance are critical to the sector and require qualified expertise.
He also acknowledged ARCON’s current efforts to enforce corporate licensing, noting that OAAN supports the initiative, which includes sectoral insurance requirements.
“Members of associations like OAAN are eligible for a waiver through association-backed indemnity, while non-members must provide bank guarantees to meet licensing requirements. OAAN has already submitted payments for its members and welcomes the move as a way to protect advertiser investments.”
According to the president, sectoral insurance is another key development that has gained widespread industry acceptance, with associations like AAAN, MIPAN, EXMAN, and OAAN participating. He confirmed that the insurance coverage is expected to be renewed annually and sees it as a proactive step toward shielding brands from losses due to infrastructure failures or other disruptions.
In his concluding remarks, Akinsiku reiterated that out-of-home advertising is foundational to the industry in Nigeria, dating back nearly a century. “Professionalizing this sector is not just about protecting practitioners, but about securing the entire advertising value chain, from brand owners to creative and media agencies.
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