AISOP seeks to improve mutual respect, eradicates unfair advantage – APCON


Advertising Practitioner Council of Nigeria (APCON) has further reiterated the advantages of implementing the Advertising Industry Standards of Practice (AISOP).


In a statement made available to Brand Impact and signed by the registrar and chief executive of APCON, Dr Olalekan Fadolapo, it said, “AISOP seeks to improve mutual respect, eradicates unfair advantage, unethical competition and inequitable engagement terms between stakeholders in the Advertising and Marketing Communication sector of the economy.”


It adds, “the AISOP is in line with the Federal Government’s reformative plans aimed at accelerating the pace of economic recovery post pandemic era, enhances gainful employment, attracts talents and investment to the industry as well as overhaul the business regulatory framework of the Nigerian Advertising Industry.”


Recalled that Advertisers Association of Nigeria (ADVAN) in its statement rejected the implementation of the Advertising Industry Standards of Practice, (AISOP) strongly described the AISOP document as an unconstitutional attempt to infringe on the rights of private entities to determine their contractual terms.


In its response, APCON said AISOP did not just come into being, a committee was set up after approval of the Honourable Minister of Information and Culture, Alh. Lai Mohammed on the need for a business regulatory framework as part of the advertising industry reform. It said, “the committee consisted representatives of sectoral groups (ADVAN inclusive) to come up with an Industry Standard of Practice. The committee met and proposed the document. APCON had a working session with the committee and engaged in detailed discussion of the document.”


APCON added, “Each sectoral group’s views and points were discussed and APCON moderated a win-win situation in line with best practices and Federal Government policies. All other sectorial groups made concessions based on the maxim of equity, fair play and government efforts aimed at growing the economy.


“The document was later presented to the Hon. Minister of Information and Culture for approval in line with the APCON’s establishment Act.)”


The statement reads further, “the Heads of Advertising Sectoral Groups and other stakeholders have publicly endorsed the AISOP as well as commended APCON. However, only ADVAN has rejected it. The position of ADVAN is being seen as a gang up by few multinationals and conglomerates against the Federal Government policy of inclusive growth in the SME sector in particular and the Nigerian economy in general as their position simply implies that the current challenges plaguing the industry should continue unabated, which will lead to loss of jobs in the industry, promote unethical practices and unhealthy rivalry.


Interestingly APCON sad, “Some business-friendly multinationals and conglomerates are incredibly supportive of service providers in the advertising ecosystem with pro-enterprise engagement terms, rewarding remuneration system, payment cycle, etc. Their policies are better than what is being proposed by AISOP as industry minimum operating standard. We will endeavour to give credit to them as we move forward on the issue.”


The Advertising Industry reform has the capacity of creating over 100,000 jobs in the sector in the first 12 months of full implementation, improve salary payment to employees in the industry, attract more talents and investment as well as reposition the advertising industry in Nigeria for growth.


APCON said it is committed to constantly improving the practice and business of advertising in Nigeria and shall always welcome productive ideas that will enable it delivers the best of conducive business environment in line with its establishment Act, Federal Government policies and public interest.






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