BODY: The Advertising Regulatory Council of Nigeria (ARCON) has issued a warning to skit makers, influencers, and digital marketers, stating that most of the commercials put out by them are unethical and full of unproven promises. The regulatory body has advised brand owners and other stakeholders to obtain pre-exposure approval for all advertisements before signing on influencers.
ARCON has also threatened to take all necessary actions, including sanctions and prosecution, to ensure that advertising regulations are followed. The move comes less than two months after ARCON filed a suit against Meta Platforms Incorporated, which owns Facebook, Instagram, and WhatsApp, for rendering unapproved advert materials in the country, and demanded up to N30 billion as damages.
According to ARCON, most of the advertisements exposed by skit makers and influencers are not only unethical with unverified claims and misinformation, but also in violation of the Nigerian Code of Advertising Practice. The regulatory body has reiterated that it will not permit unethical and irresponsible advertising in the Nigerian advertising space.
In October, ARCON sought a declaration that Meta’s continued publication and exposure of various advertisements targeted at the Nigerian market on Facebook and Instagram without first ensuring that they are vetted and approved is illegal, unlawful, and a violation of the country’s current advertising laws. The agency argued that Meta’s ongoing broadcast of unscreened advertisements has cost the federal government money.
ARCON has warned that it will take all necessary actions to ensure that the provisions of the act are followed, including sanction and prosecution. The move is expected to have a significant impact on the digital marketing and advertising industry in Nigeria, with brand owners and digital agencies expected to comply with the new regulations to avoid sanctions and penalties.