Apex’s regulatory body in the country’s integrated marketing communications space, the Advertising Practitioners Council of Nigeria (APCON), has announced the successful signing of the Advertising Regulatory Council of Nigeria (ARCON) Act and resulting name change to ARCON.

The agency’s director-general, Dr. Lekan Fadolapo, made the announcement Monday at a media briefing and also announced the ban on the use of foreign models and voice-over artists in the country’s advertising space, in order to promote the inclusive growth of the agency. further strengthen the sector.

He explained that the new ARCON Act, the existing APCON Act, was promulgated in 1988 to enable the agency to effectively regulate and control advertising practices in the country.

According to him, the new ARCON law puts the regulator in a good position to better perform its statutory supervisory duties, as it creates noticeable gaps in the former APCON law.

One of those gaps, he added, is control over the new media and online advertising, which he says were not properly regulated in the old APCON law.

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However, Fadolapo stated that while the new law gives the council more regulatory powers, the agency, he added, would regulate only to promote inclusive growth.

“Industry stakeholders need to be confident that we don’t regulate to strangle. All we want to achieve with these new regulatory powers is to ensure good corporate governance and inclusive growth in the sector,” he added.

Speaking about the ban on foreign models and voiceover artists from the country’s ad media space, the ARCON boss described the decision as of October 1 this year as consistent with the federal government’s policy of developing local talent, and the need to take some actions to increase the country’s advertising space.

Fadolapo argued that while those running campaigns should be allowed to shut down such campaigns even if it exceeds the October 1, 2022 deadline, he insisted that new advertisements, advertisements and marketing communications materials should only use Nigerian models and voiceover. artists, as of that date.

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“All advertisements, advertising and marketing communication materials may only use Nigerian models and voiceover artists.

“Ongoing campaigns are allowed to expire, but subsequent requests for revalidation for continued exposure of such material will not be honored by the Advertising Standards Panel (ASP),” he added.

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APCON changes name, now ARCON, bans use of foreign models, VO artists

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