In an a period defined by volatility, uncertainty, complexity, and ambiguity (VUCA), the evolving landscape of marketing communications demands a fundamental rethink of regulatory practices.

From the growing influence of digital ecosystems to the persistent structural gaps in traditional media and advertising sectors, stakeholders across Nigeria’s marketing industry have continued to raise critical concerns about the adequacy of existing frameworks, and offered diverse perspectives on how regulation can evolve to meet the moment.

Amid rising regulatory scrutiny, inconsistent policies, and growing operational costs, Nigeria’s advertising industry is grappling with multiple roadblocks that threaten growth, creativity, and investor confidence.

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These challenges which range from excessive levies to the overlapping roles of regulatory bodies, have continued to be a source of worry, pushing marketing professionals called for urgent industry reforms to protect brand innovation and consumer engagement

These insights, gathered through interviews at different times with leading professionals, point to a collective concern, asserting that current regulatory approaches are not only fragmented and reactive, but also often unfit for the pace and nature of transformation sweeping across the industry.

Yinka Adebayo, Executive Director of MediaReach OMD, added his voice to the ongoing call for a more coherent and proactive regulatory structure. He argued that self-regulation remains the preferable route, provided it is executed diligently, over leaving the industry exposed to interventions from non-practitioners who may lack industry context.
“Well, I think for me it’s better to have somebody to regulate you than to leave yourself unregulated,” because ,there is the tendency that non-practitioners will be the ones to come in, and that situation will even be worse.”

However, he acknowledged that the current self-regulatory mechanisms, particularly within industry bodies like ARCON still have room for significant improvement.

“Response rate needs to improve, because the rate of change happening in our society now is almost per second,” he said, pointing to the need for agility and responsiveness in regulatory feedback loops.

In the out-of-home (OOH) advertising space, one of the loudest calls for reform is around the lack of harmonization in regulatory structures across states. Adeniyi Ganiyu, CEO of EyeKontact Limited, pointed to inconsistencies in licensing, enforcement, and taxation that create operational instability for practitioners.

“It’s not uncommon for agencies to obtain approvals from recognized regulators in one locality and still face harassment from other authorities elsewhere. This disunity in regulatory execution stalls growth and erodes trust in the system.”

He proposed the formation of a joint regulatory council that brings state, local, and federal stakeholders together to craft a uniform policy model for outdoor advertising.

According to him, such collaboration would ensure predictability, reduce duplication, and promote investor confidence.

He pointed to the ripple effect of these regulatory inconsistencies: missed campaign deadlines, escalating costs, and declining investor confidence in OOH media. In a typical scenario, after obtaining all the necessary documentation from a state agency, another body, often unknown at the start, could emerge, claiming jurisdiction and demanding separate permits.

This not only derails timelines but undermines the integrity of the entire media buying process.

“In a VUCA world, regulation must be designed to enable, not stifle, industry growth. We need a central coordinating framework that standardizes processes, ensures transparency, and allows businesses to scale confidently across regions. OAAN is doing its best, but the government must go beyond lip service and provide a national policy architecture that unifies regulation without compromising local oversight.”

Shifting focus to broader media reforms, Victoria Abiola- Ajayi, the CEO of TVC Communications, a seasoned communications specialist, said regulatory overhauls, particularly around media ownership, could unlock local investment, diversify content, and reduce monopolistic control.

“Media ownership reforms are crucial,” she said. “We don’t want foreigners telling our stories. You want Nigerians telling Nigerian stories. That will drive more local investments into the media ecosystem.”

She suggested that while foreign capital can be helpful, the ideal scenario is a competitive environment where policies encourage healthy mergers, prevent monopolies, and give room for smaller players to thrive.

“We know who the dominant players are, but reforms should allow newer, smaller media outfits to coexist and compete. That’s where innovation will thrive.”

O’tega Ogra, Senior Special Assistant to the President on Digital and New Media, during the 12th edition of the ADVAN African Awards for Marketing Excellence held at the Civic Centre, Lagos. Delivering the keynote address, Ogra warned against the dangers of overregulation in the marketing sector.

According to him, while regulation plays a vital role in ensuring accountability and protecting stakeholder interests, an overbearing regulatory environment could undermine the very creativity and innovation that drive the industry.

“Regulation can impose costs, restrict creativity, and create barriers to entry for marketers, especially for small and medium enterprises, start-ups, and entrepreneurs. It can also be overdone, underdone, or inconsistent, each with its own set of consequences.

Over-regulation stifles innovation, under-regulation leads to exploitation, and inconsistency fosters confusion and conflict.”
He urged that regulations should be “balanced, effective, and efficient,” noting that they must consider both costs and benefits, remain adaptable to market realities, and reflect the evolving needs of all stakeholders, including consumers, businesses, and the wider society.

For Nigeria’s marketing and media sectors to thrive amid disruption, stakeholders must move from reaction to foresight, reimagining regulation not just as a control mechanism, but as a collaborative blueprint for sustainable progress.

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