The Federal Government has expelled foreign models in the Nigerian advertising space.
The Advertising Regulatory Council of Nigeria (ARCON) announced on Tuesday that it has banned all foreigners participating in the country’s local advertising contents.
In a statement titled ‘Ban on the Use of Foreign Models and Voice-Over Artists on the Nigerian Advertising Medium/Media’, Olalekan Fadolapo, the Director-General of ARCON said the ban would take effect on October 1st.
ARCON based its decision on a federal government policy.
The statement reads, “In line with the Federal Government’s policy of developing local talent, inclusive economic growth and the need to take necessary steps and actions aimed at growing the Nigerian advertising industry, the Advertising Regulatory Council of Nigeria (ARCON), being the apex advertising, advertisement and marketing communications regulatory agency of the Federal Government, has in accordance with its statutory mandates, responsibilities and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022 bans the use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space with effect from 1st October 2022.”
“All advertisements, advertising and marketing communications materials are to make use of only Nigerian models and voice-over artists.
“Ongoing campaigns are permitted to run out their terms; however, subsequent applications for revalidation for continued exposure of such materials will not be granted by the Advertising Standards Panel (ASP).”
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TheNewsGuru understands that the ban will affect advertisement agencies, media houses, the advertising community and the general public, and keep several foreign models and voice-over artists out of jobs.
This is also as the policy is already in operation in other countries, especially in Europe and America.
The new law which was signed into law by President Muhammadu Buhari recently creates and provides a regulatory framework for the Nigerian advertising and marketing communication industry and all matters related to it.
It establishes and creates effective, impartial and independent regulatory authority. It is also to strengthen the advertising industry in Nigeria.
The council shall consist a chairman, Director General, one representative from ministry, and one representative each from sectoral groups such as NUC, NBTE, BON, NPAN, OAAN, ADVAN and MIPAN, EXMAN. Five representatives from Association of Advertising Agencies of Nigeria , AAAN and head of legal unit of the council.
The new law also establishes Advertising Offences Tribunal which shall adjudicate over offences created under this law or code of advertising practice.
