ARCON Reads Riot Act to Advertisers over Unverified Claims, Misleading Campaigns

Raheem Akingbolu

The Advertising Regulatory Council of Nigeria (ARCON), has vowed to wield the big stick against advertisers who take consumers and the federal government for granted by releasing campaigns and skits that are meant to deceive consumers and other members of the public.

The regulatory body, in a statement, stated that it would no longer tolerate any form of violation of the Nigeria Code of Advertising and its Act by individuals, corporate bodies and other stakeholders in the advertising industry.

ARCON noted that the spate of misinformation, disinformation, exaggeration, unsubstantiated claims, unverified promise, brand hype e.t.c by AOPs, Skit markers, influencers and brand owners have become worrisome, hence the statement.

While expressing that the situation has become worrisome, he pointed out that it has also led to loss of savings, investment and caused medical challenges in some cases.

ARCON noted that it’s concerned by the negative impact that the violations caused on the Nigeria advertising Landscape and the nation’s economy.

Director General, ARCON, Dr. Lekan Fadolapo said the council has received numerous complaints about the dissemination of misleading information, falsities and unsubstantiated claims by various stakeholders in the advertising industry.

He added: “This is to reiterate that all advertisements and advertising in Nigeria or targeted at the Nigerian market must align and conform with the Nigerian Code of Advertising and other pronouncements of ARCON in line with the ARCON Act.” Continued abuse of the advertising space by some stakeholders will no longer be tolerated as this has a negative effect on the economy in particular and to the citizens at large. ARCON will seek to prosecute any person or corporate body who sponsor, cause to be exposed, create or expose unapproved advertisement to any medium without approval of the Advertising Standard Panel (ASP).”

The regulatory body emphasized the importance of adhering to its Act and vows to sanction offenders who engage in practices that undermine consumer trust and integrity.

ARCON emphasised that continued abuse of advertising platforms will not be tolerated, as it adversely impacts the economy and the well being of citizens.

It warned that it will prosecute any individual or corporate entity found responsible for sponsoring, creating, or exposing unapproved advertisements without the requisite approval from the Advertising Standards Panel (ASP).

In light of these developments, ARCON urged industry stakeholders to uphold ethical standards and ensure that advertising content is truthful, substantiated, and compliant with regulatory guidelines.

“Failure to comply with these standards will result in severe consequences for violators, as ARCON remains committed to safeguarding consumer interests and maintaining the integrity of the advertising industry in Nigeria, “it said.

In a related development the council has announced plans to release the register of all advertising practitioners and agencies, in the country, by March, this year.

In a recent notice, tagged: “Notice of Publication of Register of Advertising Practitioners and Advertisement Agencies Licensed By ARCON,” ARCON explained that the move is in tune with the provisions of the ARCON Act 202, Section 22 (1) and (5) and section 2 (1).

The provisions, it explained, require the council to maintain a register of individuals entitled to practice advertising in Nigeria, as well as organisations entitled to undertake the business of advertising, advertisement and marketing communications in Nigeria, in accordance with the Act, and to publish such register from time to time.

“Only persons and organisations who have fulfilled the conditions for listing in the register, will be listed in the publication in line with the law,” the agency warns.

It also informed of its decision to commence full implementation of the Corporate License Regime on April 1, 2024.