Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo has insisted that the council will not succumb to blackmail and intimidation from carrying out its set out reforms in the advertising industry.
This comes at the heels of legal action initiated by the Advertisers Association of Nigeria, ADVAN seeking to contest the validity of the new advertising industry reform ARCON, the Advertising Regulatory body has put in place to boost the sector.
Recall that recently, the Advertiser Association of Nigeria initiated legal proceedings against the apex advertising regulator, citing concerns that certain sections of the advertising industry reform are detrimental to the interests of its members.
ARCON’s Director General, Dr. Olalekan Fadolapo, in a statement stated that the Honourable Minister of Information and National Orientation, Alhaji Mohammed Idris, has approved the full implementation of the Advertising Industry Reform.
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He emphasized that the agency is committed to engaging other government agencies to guarantee full compliance with the advertising law.
“Shortly after the announcement of my reappointment as the Director-General of ARCON, the President of the Advertisers Association of Nigeria (ADVAN), Mr. Osamede Uwubanmwen called some journalists to resume media attack targeted at my person and office due to the ongoing advertising industry reform.
Dr. Fadolapo highlighted some of the reforms to include Media rates which he said should be determined by demand and supply as it is in the other sectors of the industry.
He also stated that Nigerians should be considered as primary in advertisement targeted at the Nigerian market.
“Use of foreign models and voices are banned except where it is inevitable. If you are selling your product to Nigerians, use Nigerians in your communication elements.
“Stop the capital flight and development of other economies by going out of the country to produce adverts meant for the Nigerian market, thereby killing the advertising industry.
“All commercials to be exposed to Nigerians should be produced in Nigeria. Create jobs for our youths, help grow and develop the Support Service sector of the industry and circulate the money within the Nigerian advertising ecosystem.
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Speaking on disengagement protocol, Dr. Fadolapo said when an agency staff is sacked, the agency must ensure to reconcile and put a closure to all financial matters before engaging another agency.
“Owing one agency and moving to another without closure of the previous contract is no longer acceptable in the advertising industry,” he added.
On the issue of copyright, he said Nigerian copyright laws must be respected, noting that nobody will be allowed to use people’s intellectual property without compensation or approval.
He said ARCON will invite and seek the support of other government agencies to investigate the activities of the advertisers, agencies and other stakeholders whose unethical and exploitative tendencies are undermining and sabotaging the efforts and policies of the Federal Government aimed at accelerating gainful employment, rewarding local talents and improving the Nigerian economy.