The Federal Government of Nigeria has restated its commitment to prohibiting the use of foreign models and voice-overs in advertisements. This announcement was made by Dr. Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), during a stakeholders’ forum organized by the Advertising Standards Panel (ASP) in Lagos. The event gathered industry players to discuss critical topics, including cultural awareness, ethical advertising, regulatory challenges, and the process for approving ad materials. ARCON operates under the Federal Ministry of Information.
Dr. Fadolapo emphasized the importance of showcasing Nigeria’s diverse population, which exceeds 240 million, in advertisements. He stated that brands targeting Nigerian consumers must feature local talent. However, he noted a limited exception, referred to as a “variation” model, which permits a mix of foreign and Nigerian talent as long as Nigerian representation is equally prominent. He highlighted the need to balance globalization with “glocalization” to ensure local creatives and marketers benefit economically from the domestic market.
Addressing cultural sensitivity, Dr. Fadolapo cited an example of a beer advertisement that was well-received in Lagos but caused unrest in Kwara State due to differing cultural perspectives. He stressed that advertisements must respect regional differences to avoid offending audiences, underscoring the role of regulatory oversight in maintaining appropriateness. Another example involved an ad with the phrase “Jesus paid your debt, not your tax,” which, while clever to some, sparked controversy in conservative areas due to its religious implications.
Dr. Fadolapo also raised concerns about overlapping roles among regulatory agencies, which can lead to conflicting decisions. He explained that in many cases, discrepancies arise when the final aired advertisement differs from the approved storyboard. He cautioned advertisers against reinstating removed elements during production, as this undermines the approval process and can result in penalties.
On the gaming industry, Dr. Fadolapo noted that ARCON is working to integrate it into the regulatory framework following a Supreme Court ruling. Discussions with the Ministry’s Director of Legal Services are ongoing to establish effective oversight outside the National Lottery Commission’s scope without contradicting the court’s decision.
