Dr. Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), has urged political parties, candidates and advertising agencies to comply with advertising regulations, warning against campaign messages that attack opponents instead of communicating policies and values.

Dr. Fadolapo spoke at ARCON’s Stakeholders’ Engagement on Political Advertising Regulation, held at D’Podium Event Centre, Ikeja, Lagos recently.

He stressed that political advertisements must undergo the required approval process before exposure, whether they are intended for traditional or digital media.

His concern was not only about regulatory approval but also the quality of messages entering the public space. Political campaigns, he said, should give the electorate something meaningful to consider rather than concentrate on attacking opponents.

“They are not value oriented; rather, they are attacking the opponents,” Dr. Fadolapo said.

Dr. Fadolapo explained that ARCON’s continuing engagement with political stakeholders was intended to ensure that compliance forms part of campaign planning.

He reminded participants that approval must precede the publication, broadcast or display of advertisements.

“Before an advert is exposed in any media, either traditional or new media, the law requires that such advert must first be submitted,” he said, referring to the regulatory approval process.

He expressed concern about the scale of non-compliance during political campaigns, describing the violations as “unimaginable.”

For the ARCON chief, the circulation of campaign posters and other materials that fail to meet regulatory requirements underscores the need for closer attention to the political advertising environment.

The objective, he indicated, is to ensure that campaign communication is truthful, responsible and consistent with the rules governing advertising.

Dr. Fadolapo also addressed the responsibility of advertising agencies engaged by political parties and candidates.

He noted that political clients turn to agencies for campaign services, placing practitioners in a position to influence both the quality of the communication and adherence to regulatory requirements.

“In most cases, some of these political parties, some of these politicians engage our agencies,” he said.

That relationship, he explained, carries an obligation to help ensure compliance. Advertising professionals should therefore consider regulatory requirements while developing campaign materials, rather than treat approval as a separate concern after production.

His remarks placed responsibility on the wider industry to support lawful political communication, particularly where practitioners are directly involved in preparing advertisements for exposure.

Dr. Fadolapo referred to a recent seminar in Abuja as part of efforts to engage political stakeholders on their obligations.

He said the purpose of such engagements was to encourage adherence to the law and support constructive communication.

The Lagos forum, he explained, also reflected the Federal Ministry of Information’s directive for continued engagement with stakeholders.

“We must continue to engage stakeholders,” he said.

The emphasis was on maintaining a dialogue through which political parties, campaign organisations and practitioners understand what is required of them before advertisements enter the public domain.

He called for messages that are “constructive” and can contribute positively to the industry, rather than undermine professional standards.