FG Urges ARCON to Promote Local Content

Olawale Ajimotokan in  Abuja

The federal government has appealed to the Advertising Regulatory Council of Nigeria (ARCON) to promote local content in all advertising materials used in the country.

Minister of Information and National Orientation, Mr. Idris Mohammed, made the call yesterday when he visited ARCON as part of his ongoing familiarisation visit to agencies under his ministry.

He lamented that many opportunities in the advertising industry are lost to other countries despite the huge talents that abound in the country resulting in capital flight.

“We cannot afford a situation where all the jobs that are meant for Nigerians are taken out of this country. There is nothing that is in advertising that cannot happen in this country, we have every potential. It is important that Nigerians play a key part in the affairs of Nigeria and advertising should not be an exception,” Idris said.

He said advertising is not just a business but a way of engaging the nation, promoting culture and values, reflecting the diversity in the country and also providing direct and indirect jobs.

He commended ARCON for regulating advertising practices in Nigeria and ensuring that practitioners adhere to the highest standards. 

“I am aware of the audience measurement insight being handled by your office; I am hopeful that you have achieved some milestones regarding this important issue, to ensure maximum return on media investments,” he said.

He equally commended ARCON for working in synergy with other sister agencies in promoting the core values of the nation and the reorientation of Nigerians while urging them to maintain a good relationship with her stakeholders as any attempt to deviate from the agency’s mandate would not be beneficial to the nation.

In his remark, the Director General of ARCON, Dr. Olalekan Fadolapo, appealed to the minister to intervene on the issue of the planned removal of the agency from the federal government budget, adding that the step would reverse some of the gains made by the agency. He equally appealed to the minister to facilitate the timely inauguration of its Governing Council for ease of operation.