The Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, has said that industry practitioners who go against the new advertising industry reforms will be made to face a tribunal.
Making this known on NTA “Good Morning Nigeria”, he stated that the new advertising reforms have created a new body called the Advertising Offenses Tribunal (AOT), will give ARCON the opportunity to quickly adjudicate on all matters relating to advertising, advertisment and marketing communications in Nigeria.
In his words, “If you flout the code, we take you before the triibunal. I personally visited the DG of Nigerian Copyright Commission (NCC). We had an MOU that has now created an advertising desk within the NCC. We have ensured that our collaboration with government agencies are very strong so that if we need to tap into any resources available in any agency, we can easily do that.”
Dr. Olalekan further affirmed that ARCON is doing everything to ensure that other industry stakeholders are part of the new reforms to ensure success. He stated that the regulatory body has the go ahead from the minister of Information and National Orientation Agency because the reforms have values, and will create jobs, retain investments and improve capacity and capability building in the industry. He emphasized that reviews of how far the reforms have gone with members of associations like Broadcasting Organisations of Nigeria (BON), Outdoor Advertising Association of Nigeria (OAAN) and Association of Voice Over Artistes (AVOA), have commenced.
The DG made it clear that the industry reforms have come to stay and will help the advertising industry do things properly. He mentioned that one of the aims of the present administration is to grow talents that will create jobs for Nigeria. He, therefore, noted that practitioners should ensure that models and local talents used in production are Nigerians.
In the same vein, the Executive Secretary of BON, Dr. Oluyemisi Bamgbose, stated that BON was properly represented at the committee that gave recommendations for the new advertising Industry reforms and, therefore, the media sector is in total support of the reforms. He mentioned that since there will be a new law to punish perpetrators, it will help the media sector. “Any situation of advertisers delaying payments can be reported to ARCON who will follow up the situation on behalf of the media sector,” he said.
Mr Femi Odugbemi, Executive Producer and CEO of Zuri 24 Media, said that the new regulations by ARCON will “provide opportunities for made-in-Nigeria productions and adverts to find life.”
The advertising sector in Nigeria is presently experiencing a heated and disputed conflict between ARCON and ADVAN. This dispute has led to increased tensions regarding reforms within the industry.
ADVAN, under the leadership of President Osamede Uwubanmwen, has taken legal action against ARCON, alleging a breach of constitutional and legal rights. However, ARCON maintains that the reforms are aimed at promoting growth and development within the sector.