Irked by mass violation of the Nigerian Code of Advertising Practice by stakeholders in the digital media space – advertisers, digital agencies and digital media space owners – the Advertising Practitioners Council of Nigeria has announced a regulatory framework for all advertisements in the Nigerian digital media space.
The decision of the advertising ecosystem regulator was made known in a media briefing by the registrar and chief executive of APCON, Dr. Lekan Fadolapo, in Lagos, South West Nigeria on Monday, May 23, 2022.
According to the APCON boss, digital or online advertisements, like advertisements exposed in the traditional media, must conform to the provisions of the Nigerian Code of Advertising Practice, which provides a guide and basic standard that all advertisements must embrace as minimum and acceptable level. The Code demands that advertisement must be legal, decent, honest, truthful, respectful and mindful of Nigeria’s culture, constitutional tenets and relevant lawful enactments.
He explained that digital or online advertisement extends to all advertisements broadcast, published, or expose on any of the digital platforms directed or accessible within Nigeria.
The registrar who lamented the frequent and indiscriminate misuse of the digital space said the space is filled with unethical and provocative advertising and marketing communication materials “which have every potential of inflaming religious crisis, moral decadence and misleading information with attendant negative effect on the country, its economy and value system.”
“These days, many people are bloggers and influencers offering themselves, their services, blogs and media handles as platforms for product and services to be advertised on without recourse to accepted principles and ethics of the advertising practice. The sharp increase in violation and infraction of the Nigerian Code of Advertising is not only worrisome but also portends danger.”
He said that public outcry against these negative advertisements had reached a level that the House of Representatives had, through a resolution, directed APCON to monitor and regulate online media advertisements.
“The resolution passed by the House of Representatives unequivocally directs APCON to ensure that online advertisements conform with the prevailing laws of the Federation and as such must be made to comply with the provisions of the Nigeria Code of advertising Practice, Sales Promotion and other Rights/Restrictions on Practice.”
He therefore directed that all online advertisements must conform with the prevailing laws of the land and APCON will clampdown on all organizations and individuals that flout the laws and also engage in the practice of advertising without registration.
“We cannot continue to leave the digital media space on autorun. Someone must take responsibility,” he said.
The APCON registrar used the opportunity to appeal to politicians to comply with the law by subjecting their advertisements to vetting and approval by the Advertising Standards Panel of APCON before exposure. “With the electioneering season at hand, elective political office aspirants are also implored to ensure that their political advertisements are vetted and approved by the ASP before exposure on any medium. This will diminish the repugnant influence of hate speech and unethical political communication in the country.
“APCON will like to reiterate that Advertising is a distinguished profession like Medicine, Law, Accounting, etc. the practice of advertising is governed by APCON law as stated in sections 1 and 17 of the Act. it is illegal and criminal for anyone to practice advertising without being first registered by APCON. APCON will clampdown on all individuals and organisation that engage in advertising without being first licensed by APCON.”
He reiterated APCON’s commitment to ensuring that the advertising ecosystem is sanitized and APCON shall not shy away from pursuing all lawful means, including causing the prosecution of violators of the Act and the Code of Advertising Practice, when violation occurs.