Quest for business inspires online media platforms to go for Advert vetting

Desire for long-standing agency-client business relationship has compelled many online media platforms that were hitherto not approaching Advertising Practitioners Council of Nigeria, APCON for advert vetting to reconsider their stand.

This development is against the background of threats by APCON management led by Ijedi Iyoha as acting CEO to punish recalcitrant online platforms that are not vetting Ads before publication and equally penalise companies whose Ads appear on such media platforms without vetting.

The purpose of pre-exposure Ad approval by Advertising Standard Panel of APCON is to prevent exposure to the public of advertisement which may misinform, mislead or offend the public, disparage or malign competitors or provoke unwholesome consequences such as violence.

Ijedi told BusinessDay that many online operators may not be aware of Ad vetting and with sensitisation on the importance and process; many of them are turning their clients’ ads for vetting in order to remain good before the regulatory body and their clients as they don’t want their clients’ reputation to be questioned.

She said the council does not require a special code to regulate online adverts because the APCON law mandates the council to regulate all adverts. According to her, APCON is putting human face to regulation including advert vetting in order to encourage business operations.

Meanwhile, the industry is still waiting for the re-constitution of APCON council. Sources said government may soon reconstitute the council following consistent push by the industry and again government has realised that it is long overdue.