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Foreign Models, Voice-over Artists Banned in Nigerian Adverts

APCON changes Name to ARCON

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The apex advertising, advertisement and marketing communications’ regulatory agency of the Federal Government, the Advertising Regulatory Council of Nigeria (ARCON), has banned the use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space.

Director-General of the agency, Dr. Olalekan Fadolapo, disclosed this today and said the ban will take effect from October 1, 2022.

He added that the action is 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.

Fadolapo, who also announced the change of the name of the agency from the Advertising Practitioners Council of Nigeria (APCON), to ARCON, added that the ban is in accordance with its statutory mandates, responsibilities and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022.

“All advertisements, advertising and marketing communications materials are to make use of only Nigerian model and voice-over artist.

“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).

“Advertisers, advertisement agencies, media houses, advertising community and the general public are hereby enjoined to take note,” he stated.

Also according to him, the ban is to further enhance the inclusive growth of the sector.

On the change of name, Fadolapo revealed that it followed the successful signing into law of the Advertising Regulatory Council of Nigeria (ARCON) Bill.

The new ARCON Act, he pointed out, puts the regulatory body in good stead to better carry out its statutory regulatory duties, since it takes care of noticeable gaps in the former APCON Act.

He said one of such gaps is the control of the new media and online advertisement, which was not properly taken care of in the old APCON Act.

“Stakeholders in the industry should rest assured that we are not regulating to strangulate. All we plan to achieve with these new regulatory powers is to ensure good corporate governance and inclusive growth in the sector,” the DG said.

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