ASP Insists on Regulated Ad Content to Protect Consumers against Exploitation
Raheem Akingbolu
The chairman of the Advertising Standards Panel (ASP), Dr. Emmanuel Agu, has advocated for greater understanding of the advertising code to enhance better compliance leading to a better industry.
He has also emphasised the need for advertising professionals to deepen their understanding of the advertising code of practice to enhance regulatory compliance. As the governing body for vetting and approving advertising content, the ASP upholds strict standards to ensure fairness, truthfulness, and consumer protection.
The ASP boss, who spoke with advertisers and creative agencies during a forum at the just concluded National Advertising Conference in Abuja, noted that the advertising code of practice exists to enforce ethical standards that protect consumers from exploitative practices, underscoring the importance of clarity in advertising promotions and urging brands to specify the number of prizes and other finite details. “Everything about regulation is about safeguarding consumers’ interests. Our economy is challenging, and deceptive practices undermine trust. If you claim there are prizes to be won in a promotion, you must be transparent about what is actually on offer,” Agu said
Regarding the use of superlatives in advertising claims, Agu pointed out that terms such as ‘best’ require clear substantiation, especially within competitive categories. “Superlatives must be finite. You can’t simply declare your brand as the ‘best’ without evidence. Comparative and superlative claims have clear guidelines in the code,” he said.
He further noted that many industry professionals, despite claiming familiarity with the code, continue to breach its guidelines, suggesting a gap in their comprehension. “Those who say they’ve read the code often make violations that indicate they didn’t fully understand it. The rules on comparative advertising and the use of superlatives are clear, but it’s crucial to thoroughly understand and follow them,” he added.
He encouraged all advertising professionals to thoroughly read and understand the advertising code of practice.
“The rules are set out for everyone. Take time to read and truly understand the guidelines, especially around comparative and superlative claims. With multiple brands competing in each category, you cannot simply assert superiority without substantiation,” he said.
Also speaking at the forum, Group CEO of First Primus West Africa, Mr. Seni Adetu, emphasised the importance of consolidation within Nigeria’s fragmented advertising industry.
According to him, the high number of agencies leads to inefficient standards, where clients often leverage competitive disadvantages.
“Consolidation will strengthen the industry, allowing fewer, stronger agencies to exist. The current fragmentation gives rise to challenges, with some agencies struggling as the market shrinks,” he posited, stressing that higher entry barriers could foster stronger, more competitive agencies.
Adetu also advocated for sound governance and the integration of technology to improve business efficiency. “Technology is meant to enhance the structural quality within an organization. It’s crucial to have a strong structure in place that technology can then amplify for efficient, profitable growth,” Adetu said.
