By Tunji Faleye
The growing hate speech, misinformation and disinformation in political campaigns ahead of Nigeria’s 2027 General Elections has prompted the Advertising Regulatory Council of Nigeria (ARCON) to warn political parties, campaign organisations, advertising agencies and media platforms that political advertisements exposed without regulatory approval could attract sanctions and prosecution.
The council issued the warning at a stakeholders’ engagement on political advertising regulation held yesterday (Tuesday, October 20, 2026,) at D’Podium Event Centre, Ikeja, Lagos, where regulators, electoral authorities, security agencies and advertising practitioners examined compliance requirements for political communication.
Opening the engagement, ARCON Director-General, Dr Olalekan Fadolapo, who also represented the Minister of Information and National Orientation, said the meeting was intended to ensure that political actors understood the legal requirements governing campaign advertisements.
Fadolapo explained that the implications of political advertising extended beyond the advertising industry, requiring the participation of several ministries, departments and agencies because of its potential impact on society, elections and public order.
He said ARCON’s responsibility was to ensure that advertising remained “legal, decent, truthful and responsible,” particularly during politically sensitive periods when public communication could influence the electoral atmosphere.
Reiterating the council’s position, he said advertisements across traditional and digital media must be submitted for approval before publication or broadcast.
“However, the violation during political season is unimaginable. This calls for a strict regulation of that environment. It is our responsibility to ensure full compliance with the law,” he said.
Delivering the keynote address, Director-General of the Center for Media Law & Development (CMLD), S. Charles Odenigbo, identified the migration of political campaigns to digital platforms as a major consideration for regulators ahead of the elections.
He noted that online platforms had expanded the speed and reach of political communication, making it possible for campaign messages to reach millions of people within a short period.
According to him, these developments have increased the importance of regulatory oversight rather than reduced it. Political advertisers, he stressed, must comply with the law regardless of their financial resources or political influence.
Odenigbo explained that the Advertising Regulatory Council of Nigeria Act, 2022, the Nigerian Code of Advertising Practice, the Electoral Act, the Nigeria Broadcasting Code and relevant electoral guidelines collectively establish obligations for political advertising.
He said political advertisements must obtain prior approval from the Advertising Standards Panel (ASP) before being exposed to the public. The requirement covers billboards, radio and television jingles, newspaper advertisements, social media content and other marketing communication materials.
He also recalled ARCON’s warnings issued in February and August 2026 concerning the exposure of unapproved political advertisements, including materials alleged to have breached religious and ethnic guidelines.
According to Odenigbo, the February warning addressed what ARCON described as illegal and ultra vires directives issued by some state signage and advertising agencies concerning the submission and vetting of political advertisements. The August statement, he added, urged political actors to exercise caution.
He called on media organisations to reject advertisements that had not received the necessary approval, regardless of whether they originated from influential politicians, governors or well-funded campaign organisations.
Advertising agencies, he said, should guide their political clients on compliance requirements instead of merely executing campaign instructions. State signage agencies were also urged to align their rules with applicable federal standards.
Odenigbo further called for impartial enforcement by security agencies, irrespective of the political affiliation of the candidates or parties involved.
The CMLD director-general warned that political advertisers could not avoid regulatory obligations simply by distributing campaign materials online.
He said Article 85 of the Nigerian Code extends advertising regulation to internet-based and digital media, bringing political advertisements published through websites, blogs, X, Instagram, YouTube, TikTok, WhatsApp channels, podcasts and other digital platforms within the regulatory framework.
Influencers, political consultants, campaign organisations and candidates using these channels, he noted, must ensure that their content is truthful, verifiable and appropriately identified where it constitutes sponsored communication.
He also highlighted the growing use of artificial intelligence-generated content and political data analytics, stressing the need for responsible deployment of these tools in political communication.
The position places digital campaign content within the same broader compliance discussion as traditional advertising, as political actors expand their use of online platforms to communicate with voters.
Representing the Independent National Electoral Commission (INEC), Badejo Babalola said the commission required the cooperation of stakeholders to navigate the electoral process successfully.
He emphasised the importance of responsible political communication as Nigeria prepares for the 2027 general elections.
“We need to survive this election and we need support, we don’t need hate speech,” Babalolo said.
Also speaking, Assistant Commandant Segun Adeogun of the Nigeria Security and Civil Defence Corps (NSCDC), who represented the Commandant, Dayo Keshinro, highlighted the role of security agencies in supporting peaceful elections.
“As you know, police have been taking the lead during elections. I will encourage the forum to deliberate on what will make the election a peaceful one,” Adeogun said.
Chairman of the Heads of Advertising Sectorial Groups (HASG), Lanre Adisa, said the advertising industry remained committed to professional and ethical political communication.
He argued that regulation should serve not only as a mechanism for enforcing compliance but also as a means of improving communication standards across the industry.
“As Chairman of HASG, I want to reaffirm our commitment to responsible, ethical and professional advertising,” he said.
“Regulation must be seen as an enabler of responsible communication, not merely an instrument of enforcement.”
Adisa called for a lasting culture of responsible advertising that would continue beyond the 2027 election cycle.
“As we approach the 2027 election, regulation must be imposed and encouraged to comply,” Adisa said.
Providing details of the approval procedure, Chairman of the Advertising Standards Panel, Dr Emmanuel Agu, said political advertising materials undergo the same basic vetting process as other advertisements.
He explained that materials must first be submitted to the ASP, after which its 17-member committee assesses them against the applicable vetting guidelines.
Agu said the process is governed by Nigerian law and the ARCON Act 2022, particularly Section 53, which provides the legal framework for the Advertising Standards Panel.
He also disclosed that the ASP system provides for advertising materials to be vetted within four hours, a provision that could help political campaign organisations manage approval requirements within tight production and campaign schedules.
The engagement brought together representatives of political parties, regulatory bodies, electoral authorities, security agencies, advertising sectorial groups, media organisations and advertising practitioners to discuss the regulatory framework for political advertising ahead of the 2027 general elections.
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