ARCON demands strict adherence to advertising standards

The Advertising Regulatory Council of Nigeria has reaffirmed the need for strict adherence to advertising standards, mandating that all advertisements receive pre-approval to meet ethical and public standards before going public.

ARCON’s Director-General, Dr Olalekan Fadolapo, made the call during a webinar titled ‘Advertisement in the Digital Space: What Corporate Nigeria should Know’, which the Nigerian Employers’ Consultative Association organised on Tuesday.

Fadolapo underscored ARCON’s strengthened commitment to curbing unethical practices in Nigeria’s digital media space that could harm the public.

He said, “All marketing communications in Nigeria must pass through the Advertising Standards Panel for vetting before being released with only a few exceptions, such as job vacancies, obituaries, and financial statements.”

The ARCON DG emphasised that goodwill messages now require vetting, following instances where brands have shared content with potentially offensive religious elements.

“We emphasised our commitment to ensuring that no communication disrespects any religion or culture, noting that these standards are crucial for maintaining social harmony,” he mentioned.

He expressed concern over unethical practices prevalent in digital and social media. He described current levels of misconduct in the digital space as “unimaginable” and reiterated ARCON’s dedication to monitoring and enforcing compliance. The recently established advertising tribunal is now active, handling violations to ensure advertisers maintain ethical standards on all platforms.

Meanwhile, he pointed out that Nigeria’s advertising standards prohibit comparisons and the objectification of women, ensuring that “ads remain truthful, respectful, and culturally sensitive, with a clear focus on the product.”

“This renewed focus on compliance aligns with ARCON’s broader mission to uphold integrity in advertising, safeguard consumers, and foster a responsible advertising environment in Nigeria,” Fadolapo stated.