Amid rising concerns over unethical advertising practices, the Advertising Standards Panel (ASP), operating under the Advertising Regulatory Council of Nigeria (ARCON), has reaffirmed its commitment to enforcing stricter compliance with industry codes and ethics.
Speaking at a stakeholder forum in Lagos, ASP Chairman Dr. Emmanuel Agu clarified the vetting process for all advertising and marketing communication materials targeting the Nigerian audience. The forum was attended by top players in the sector, including industry leaders like Udeme Ufot, Lanre Adisa, and Tolu Medebem.
Dr. Agu emphasized that the vetting process starts with submission and payment to ARCON. The ASP then scrutinizes ad content for compliance with its Code of Advertising, taking into account language, imagery, health claims, and sensitivity to cultural, social, and religious contexts.
Ad categories under ASP's jurisdiction include television, radio, print, digital media, influencer marketing, labels, packaging, and outdoor campaigns. Exceptions apply to vacancy listings, public notices, financial statements, obituaries, and remembrance ads.
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The Panel focuses on key compliance areas such as:
Truthful and substantiated claims
Avoidance of misleading or exaggerated content
Non-discriminatory, non-offensive messaging
Child and vulnerable group protection
Legal compliance across sectors like health, finance, and food
Proper pricing in Naira
Use of Nigerian models unless a waiver is granted for foreign talent
Dr. Agu warned that false claims, indecent imagery, hate speech, unapproved medical endorsements, and misuse of trademarks or celebrity likenesses are serious violations that will not be tolerated.
He added that the ASP is empowered to reject ads, demand their withdrawal, impose fines, recommend legal action, suspend licences, or mandate public apologies for breaches. Serious infractions may also be escalated to the Advertising Offences Tribunal (AOT).
Addressing the evolving nature of the industry, the ASP Chairman acknowledged the complexities of monitoring influencer content, regulating the informal sector, and handling the cross-border flow of digital ads. He also highlighted future opportunities in AI-driven ad vetting and improving industry transparency.
Other speakers included Lanre Adisa, who discussed stakeholder expectations; Barr. Charles Odenigbo of the Centre for Media Studies, who addressed the legal framework; and Joe-Eugene Onuorah, ARCON's Director of Regulations, who presented ARCON's expectations from advertising stakeholders.
The forum reaffirmed ARCON's resolve to promote ethical advertising, protect consumers, and ensure a level playing field for all industry players.
