ARCON engages stakeholders on need for responsible advertising

The Advertising Regulatory Council of Nigeria (ARCON) has engaged industry stakeholders on the need for responsible advertising within the Nigerian Integrated Marketing Communication (IMC) ecosystem.

“Industry engagement is a continuous exercise,”Olalekan Fadolapo, DG, ARCON, said during the recent Advertising Standard Panel (ASP) Stakeholders’ Forum held in Lagos.

According to Fadolapo, the council is not trying to strangulate the industry through regulation, but to sanitise the sector for better professional outcomes and service to the society.

He said further that the forum aims to enhance the level of regulatory compliance in advertising with continuous conversations with all stakeholders.

Fadolapo also spoke about the adoption of artificial intelligence (AI) in advertising and the need to deepen conversation on responsible adoption of technology.

According to him, the council has taken a stand on the adoption of AI for advertorial involving Nigerian models as a means to creating jobs within the sector. “If you are advertising to over 200 million people; you should be able to find one of us worthy of conveying your message. And, you should pay that model,” he said.

Charles Odenigbo, advertising lawyer, urged the stakeholders to get familiar with the various sections of the advertising code.

According to him, unwholesome advertisement, advertising and marketing communication messaging must be brought to an end as a means of sanitising the sector.

He said further that advertisers stand to benefit most from the various regulatory frameworks within the sector. “The media, and the advertisers are the greatest beneficiaries, but the media and the advertisers are the greatest violators.”

Omowunmi Owodunni, chairperson, ASP, said advertising among other things must be socially responsible. She appealed and urged the stakeholders to abide by the laws guiding the practice.

Speaking on ‘Ethical Advertising Practice: Things to avoid in marketing communications’, Owodunni said that ethics is about doing the right thing and being responsible.

Martha Onyebuchi, director of regulations, ASP, said the panel’s primary responsibility is to ensure compliance with regulatory guidelines.