The Advertising Regulatory Council of Nigeria (ARCON) has dismissed allegations made by the Advertisers Association of Nigeria (ADVAN) in its recent open letter to President Bola Ahmed Tinubu, describing the claims as inaccurate and aimed at undermining ongoing reforms in the advertising sector.
ARCON’s Director-General, Olalekan Fadolapo, said the advertisers’ group had circulated what he termed misinformation designed to stall industry changes.
According to Fadolapo, ADVAN’s letter contained assertions that were already subjects of court actions initiated by the association against ARCON, making the public appeal inappropriate while litigation is ongoing. He questioned the decision to approach the President publicly instead of allowing the legal process to run its course.
The ARCON chief also challenged ADVAN’s claim that its members account for over 90 percent of Nigeria’s advertising expenditure, estimated at more than ₦800 billion. He urged the association to release details of its active membership and advertising spending data to support the figures.
Fadolapo further disputed ADVAN’s position that ARCON’s policies have reduced advertising investment and forced companies to exit Nigeria. He said the regulator, working with Heads of Sectoral Groups (HASG), commissioned PricewaterhouseCoopers to assess the industry’s contribution to the economy, adding that ADVAN should provide its own evidence for comparison.
The ARCON DG maintained that reforms being resisted by ADVAN include stricter rules on prompt payment for media services and greater use of Nigerian talent in advertisements. He argued that these measures are meant to protect local practitioners and improve industry standards.
On ADVAN’s reference to a 2025 performance report by the Presidential Enabling Business Environment Council, which ranked ARCON poorly among federal agencies, Fadolapo alleged bias and said alternative performance assessments from the Federal Ministry of Information and National Orientation present a different picture.
Addressing claims that advertisers are excluded from policy discussions, he said ADVAN had withdrawn from some industry platforms, including the Heads of Sectoral Groups, and declined invitations to key events such as the National Advertising Conference and Advertising Industry Colloquium. He added that the association remains part of the Advertising Standards Panel.
Fadolapo also defended ARCON’s Advertising Offences Tribunal, noting that courts have upheld its legality and that similar tribunals exist in other sectors, including investment and consumer protection.
He concluded by urging ADVAN to allow the courts to decide pending cases instead of issuing public statements that could mislead stakeholders, insisting that ARCON’s reforms are intended to strengthen the advertising industry rather than weaken it.
What is your thought about this story?
