Future of advertising in focus as ARCON announces 2026 Colloquium

The Advertising Regulatory Council of Nigeria (ARCON) has announced plans for the 2026 edition of its flagship Advertising Industry Colloquium, bringing together regulators, policymakers, academics, advertisers, media practitioners, technology experts and other stakeholders to examine the future of Nigeria’s advertising landscape.

The annual forum, which is the fourth consecutive edition since its inauguration in 2022, will hold on August 6 under the theme: “The Future of Advertising: Roles of Platforms, People and Regulations.”

According to ARCON, the colloquium is designed to bridge the gap between academia and industry while fostering dialogue on emerging trends, challenges and opportunities shaping the advertising and marketing communications ecosystem.

The council said this year’s event comes at a critical time as rapid technological innovation, the rise of artificial intelligence (AI), digital platforms and changing consumer behaviour continue to transform how advertising content is created, distributed and consumed.

ARCON noted that while these developments offer significant opportunities for innovation, creativity and economic growth, they also raise important issues relating to ethics, consumer protection, transparency, accountability and regulatory oversight.

The colloquium will feature keynote presentations, panel discussions and interactive sessions involving leading experts from government, regulatory agencies, academia, professional bodies and the private sector.

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Among the confirmed speakers are Olu Akanmu, Academic Director of the Lagos Business School’s Tech-Leap Initiative; Dozie Mbanefo, Managing Director of New Crystal Communication Limited; Prof. Adepoju Tejumaiye of the University of Lagos Department of Advertising and Public Relations; Dotun Babatunde, Head of Digital Marketing at Olam Agri; and Omowunmi Owodunni, former Chairman of the Association of Advertising Agencies of Nigeria (AAAN), alongside other industry leaders.

A major highlight of the event will be the Students’ Advertising Pitch Competition, where finalists from six tertiary institutions representing Nigeria’s six geopolitical zones will compete after emerging from a pre-event selection process.

The participating institutions include the University of Ilorin, Kaduna State University, Ebonyi State University, Rivers State University, Lagos State University, and another institution representing one of the remaining geopolitical zones.

According to ARCON, the competition is aimed at nurturing young advertising talents, encouraging innovation and strengthening collaboration between academic institutions and industry practitioners.

As Nigeria’s statutory regulator for advertising, ARCON said it remains committed to promoting an advertising ecosystem founded on professionalism, creativity, fairness, ethical standards, consumer protection and global best practices.

The council called on stakeholders across the advertising value chain—including advertisers, agencies, media organisations, digital platforms, technology companies, legal professionals, content creators and brand managers—to participate in the colloquium and contribute to discussions on building a more innovative, inclusive, ethical and future-ready advertising industry.

Chairman of the National Planning Committee for the Advertising Industry Colloquium and Journal Committee, Prof. Rotimi Olatunji, said the annual forum has continued to serve as a strategic platform for policy dialogue, knowledge exchange and industry development.

ARCON also noted that the committee responsible for organising the colloquium publishes the ARCON Journal of Advertising and Marketing Communication, an annual publication that provides academic research and industry insights into advertising and marketing communications.

The council expressed optimism that the 2026 edition of the colloquium would further strengthen collaboration among stakeholders and help shape policies that will position Nigeria’s advertising industry to respond effectively to emerging global trends driven by technology and digital transformation.