The Advertising Regulatory Council of Nigeria (ARCON) has intensified efforts to sanitize the advertising space, issuing a strong warning to advertisers, agencies, influencers, media owners, and other industry players against promoting deceptive content.
This renewed regulatory push follows a decisive Federal High Court ruling in Lagos, which reaffirmed ARCON’s authority to oversee advertising content across all media, including traditional outlets and digital platforms like Instagram, Facebook, TikTok, and X (formerly Twitter).
The verdict in Suit No. FHC/L/CS/1262/2024 not only validates ARCON’s legal mandate but also highlights its crucial role in shielding Nigerians from misleading, unethical, and exploitative advertisements.
In a statement signed by its Director-General, Dr. Olalekan Fadolapo, ARCON celebrated the judgment, describing it as a vital endorsement of its commitment to safeguarding consumers: “Our primary duty is to protect the Nigerian public from harmful advertising practices that distort reality and prey on trust.”
Expressing alarm over the growing prevalence of misleading ads, especially across social media, ARCON referenced the CBEX Ponzi scheme scandal, which was fueled by unchecked online promotions, leading to significant financial losses for thousands of Nigerians.
“Unchecked advertising can inflict real harm—financial, emotional, and societal,” the council stated. “Proper vetting of adverts is not optional; it’s essential to maintaining public trust and economic stability.”
Reasserting its regulatory reach, ARCON reminded advertisers, content creators, influencers, and media owners that all promotional content must be vetted and approved before publication, regardless of platform. It warned that any breach of the ARCON Act would trigger investigations, with violators facing the Advertising Offences Tribunal, where penalties such as fines could be imposed.
The council emphasized that social media is not a lawless space and that all advertising activities targeting Nigerian audiences fall under its jurisdiction. Influencers and agencies promoting unapproved products or services risk facing legal consequences.
To strengthen compliance monitoring, ARCON announced the creation of a specialized enforcement task force to track advertisements across various media and swiftly crack down on violations. It also urged the public to report any suspicious or deceptive ads to assist in cleansing the ecosystem.
“The time for irresponsible advertising is over,” ARCON declared. “We are committed to ensuring a culture of honesty, professionalism, and consumer protection in Nigeria’s advertising landscape.”
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