The federal government of Nigeria has banned the use of foreign models and voice actors in advertising aimed at Nigerians.
The Advertising Regulatory Council of Nigeria (ARCON) said the move is aimed at developing local talent and boosting economic growth in the country’s advertising industry.
Olalekan Fadolapo, director general of the Advertising Regulatory Council of Nigeria (ARCON), announced this in a statement on Monday.
Fadolapo said the new policy will take effect on October 1, 2022, again assuring citizens that the measure aims to boost local content and talent and drive economic growth.
In a statement by the agency, it was explained that In line with the federal government’s policy of developing local talent, inclusive economic growth, and the need to take the necessary measures and actions to grow Nigeria’s advertising industry, ARCON is now at the forefront of advertising and Marketing Communications.
“By its statutory mandates, responsibilities, and powers as set out in the Advertising Regulatory Council of Nigeria Act No. 23 for all advertising effective October 1, 2022, that will be targeted or displayed on the West African Nation’s billboards,” the statement said.
According to Fadolapo, all advertisements, promotional materials and marketing communication may only use local models and voice actors.
“Ongoing campaigns may expire, however, subsequent revalidation requests for continued exposure of such materials will not be approved by the Advertising Standards Panel (ASP),” the statement added.
However, he added that ARCON’s advertising standards board would not approve future requests to continue showing similar ads.
According to local media reports, the country’s President, Muhammadu Buhari, recently passed legislation that gives ARCON the responsibility for nurturing the talents of the country’s media professionals in advertising, marketing and communication services.