ARCON launches probe into N1bn 9mobile advertising debt amid industry outcry

The Advertising Regulatory Council of Nigeria (ARCON) has opened a formal investigation into an advertising debt of over N1 billion allegedly owed by Emerging Markets Telecommunications Services Limited, operators of the 9mobile brand.

This move marks one of the council’s most decisive regulatory interventions in recent years, as it seeks to enforce financial discipline and ethical accountability in Nigeria’s advertising industry.

According to a statement released by ARCON, the investigation follows two petitions submitted by advertising agencies, accusing 9mobile of non-payment for services rendered, including creative development, media planning, and campaign executions.

The agencies claim that despite fulfilling contractual obligations and executing active campaigns, 9mobile has defaulted on payments—a situation that has persisted for months.

The matter has raised wider concern within the advertising community, especially as 9mobile allegedly continues to engage new advertising agencies, bypassing outstanding debts owed to previous service providers.

ARCON described this behavior as a violation of both ethical and contractual norms, which threatens the integrity of Nigeria’s advertising ecosystem.

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In its statement, ARCON disclosed that the investigation would not only verify the authenticity of the debt but also scrutinize how advertising accounts were transitioned from one agency to another.

The council will examine whether proper disengagement protocols were followed, and if any breaches occurred in line with industry standards and regulatory codes.

Commenting on the development, Dr. Olalekan Fadolapo, ARCON’s Director-General, emphasized the far-reaching implications of unpaid advertising debts on the wider value chain.

“Advertising debts are not merely transactional disputes between agencies and clients. They have cascading effects on media houses, content creators, production vendors, and other service providers,” Fadolapo stated. “Left unchecked, such financial negligence can stifle growth and jeopardize the sustainability of the entire advertising industry.”

Dr. Fadolapo reiterated ARCON’s commitment to enforcing its 45-day industry-standard payment window, and warned that companies that delay or default on obligations will be held accountable.

“We will work closely with relevant enforcement and anti-corruption agencies to ensure transparency, fairness, and strict adherence to ethical practices. This investigation sends a strong message: no brand, no matter how big, is above the rules,” he added.

As part of the probe, ARCON revealed plans to partner with anti-corruption bodies and other federal institutions to ensure that all facets of the debt—including potential financial malpractice—are fully examined. This approach, according to the council, aims to guarantee a transparent and impartial resolution that protects all parties involved, especially small and medium-sized agencies.

The council also emphasized that resolving the ₦1 billion debt is crucial not just for safeguarding agency revenues but also for protecting the broader creative economy, which is a key contributor to national GDP and employment.

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This case is now being closely monitored by industry observers and stakeholders, who believe it could become a watershed moment for advertising debt enforcement in Nigeria. Many see ARCON’s firm stance as a necessary correction in an industry where payment defaults and delayed settlements are becoming alarmingly common.

While 9mobile is yet to issue an official response, pressure is mounting for the telecom giant to address the allegations and work with regulators to resolve the dispute. Should the investigation lead to sanctions or recovery actions, it may set a new precedent for holding brands accountable to their advertising partners.

With this latest enforcement drive, ARCON is asserting its role not just as a regulator of advertising content, but also as a guardian of financial probity and ethical business conduct in Nigeria’s dynamic media and communications landscape.