Local Content: FG Backs ARCON, Bans Foreign Production Advertisements 

Raheem Akingbolu 

The Honourable Minister of Information and National Orientation, Mohammed Idris, has broken his silence over the lingering debate in the advertising industry over reform and called on the leadership of the Advertising Regulatory Council of Nigeria (ARCON), to insist on local content and production.

Speaking during his oversight visit to the ARCON office in Abuja, the minister pointed out that presently, many opportunities in the industry are lost to other countries despite Nigeria’s rich capacity, which he said is the pride of Africa.

While describing the current development as nothing but unnecessary capital flight, the minister stated that, “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 described ARCON as pivotal in regulating advertising practices and ensuring that practitioners adhere to the highest standards.

“Advertising is not just business, it is also a way to engage the nation, promote our culture and values, and reflect our diversity. It also provides direct and indirect job creation and inclusion. I am therefore committed to working closely with ARCON to promote innovation. Our collective goal is to ensure that the sector in Nigeria not only meets international standards but also serves as a catalyst for national development,” the minister added.

In a related development, ARCON has banned the production of indigenous advertisements in foreign countries, adding that such would reduce unemployment and improve the national economy.

This was contained in a statement signed by ARCON Director-General, Olalekan Fadolapo, on Monday.

The statement partly read, “All commercials to be exposed to Nigerians should be produced in Nigeria. Create jobs for our youths, help grow and develop the support service sector of the industry and circulate the money within the Nigerian advertising ecosystem.”

When contacted, Fadolapo explained that there was no going back on advertising industry reform after the announcement of his reappointment as the agency’s DG.

He said, “It takes a village to produce an advert. Sometimes, the cost of producing an advert can be as much as N500 million depending on the magnitude of the advert. Now, these advertisers prefer to take this huge amount of money to South Africa, Kenya, or any other country, thus, enriching that country’s economy.”