Nigeria: ARCON bans use of foreign models, voice over artists


Advertising Regulatory Council of Nigeria (ARCON) has announced total ban of the use of foreign models and voice-over artists in both radio and television commercials, and any other advertising medium starting from October 1, 2022.

This is part of an ongoing reformation in the practice of advertising business in Nigeria being carried out by ARCON, and also in its drive at protecting the local content policy of the federal government.

The ban was announced today during the media briefing of the new ARCON Law and the advertising framework in Nigeria Lagos.

Making the announcement, the Director-General of ARCON, Dr Olelakan Fadolapo revealed that the ban will take effect from October 1, 2022, and organisations, individuals and businesses should take note of the new law as ignorance of it will not be acceptable at the court of law.

Explaining further, Dr Fadolapo stated that the ongoing campaigns would be allowed to run out of their due course as the contractual agreements have been signed before the commencement of the new law.

He added that among the new statutory power given to the council is the preservation of Nigerian local content and the use of indigenous skills as an important element in advertising, advertisement, and marketing communications services in Nigeria and directed at the Nigerian market.

It will be recalled that APCON now ARCON began its aggressive reformation of advertising industry with the introduction and implementation of Advertising Industry Standard of Practices (AISOP) which 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.

The AISOP is also in line with the Federal Government’s reformative plans aimed at accelerating the pace of economic recovery post-pandemic era, enhancing gainful employment, attracting talents and investment to the industry as well as overhauling the business regulatory framework of the Nigerian advertising industry.







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