The federal government through the Advertising Regulatory Council of Nigeria (ARCON) has cautioned advertising agencies against presenting creative and advertising materials that threaten the security of the country for the council’s vetting and approval.
The Director General of ARCON, Dr Olalekan Fadolapo, who gave the caution at the Advertising Stakeholders Panel Forum on Thursday in Lagos, lamented the rate of indecent, unwholesome, untrue, unsubstantiated and misleading adverts forwarded to the council for approval.
He noted that about 30 adverts were recently declined approval because they failed to meet the laid down ethical standard of ARCON.
He said, “This programme was organised to provide a platform for regulators and advertising agencies to brainstorm on responsible advertising. There is a need for self-regulation of advert contents which helps to verify what they are presenting to the regulatory body.
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“I want to let you know that the level of compliance to the code of ethics of ARCON is higher in traditional media than in digital media. There are high levels of shenanigans happening on the digital media.
“As the gatekeeper of advertisements, I want to warn that advertisements or creative materials on both traditional and digital media must be thoroughly vetted before giving approval, and I am urging this forum to look into how we can strengthen the regulatory code and ensure its effective enforcement.”
While presenting a paper titled: “Nigerian Code of Advertising: Vetting Processes and Procedures, Martha Ugbomma Onyebuchi, the Director of Regulations of ARCON, noted that most of the advert contents sent to the regulatory body for vetting and approval were not decent, truthful and full of misinformation.
She emphasised the need for the guiding principles of the code of ethics of the council to be strictly adhered to by companies and advertising agencies presenting materials for approval.
Onyebuchi, therefore, advocated the need to fine any advertising agency that presented infractions or materials that violated the code of ethics of the council for vetting and approval, saying, “This will reduce the rate at which they are presenting unwholesome, untruthful, misleading and unsubstantiated claims to ARCON.”
Speaking on “Ethical Advertising Practice: Things to Avoid in Marketing Communications “, the Advertising Stakeholders Panel Chairperson, Mrs Omowunmi Owodunni, said all adverts must be respectful and mindful of the culture and religions of Nigeria, as well as conform with the laid down principles of the council to enhance public trust and confidence in advertisements.”
