“APCON has been inundated with petitions over unethical advertisements exposed on the online media platforms targeting Nigeria market by both the primary and secondary digital media platform owners.”
“Sadly, we have had complaints and petitions from the general public to call online media platform owners to order because of some reprehensible advertisements such as those promoting rituals, patronage of private parts enlargement, breast enlargement, love portions, money charms, concoctions to provide political powers, and other many unimaginable things not worthy to be mentioned in the public media. Some others have claimed the ability to cure all manner of ailments with one particular product without scientific proof. A particular advertisement has offered ultimate solution with one product for getting rid of piles, HIV, diabetes, COVID, Stroke, Cancer etc. “
These were the exact words of Dr. Lekan Fadolapo, Registrar, Advertising Practitioners Council of Nigeria (APCON) while addressing journalists in Lagos.
He said that the Advertising Practitioners Council of Nigeria (APCON) has perfected plans to regulate the digital advertising space in Nigeria and will henceforth clamp down on unlawful digital advertisements and materials without APCON’S licensed approval.
Dr Fadolapo noted that the Council is determined to maintain its statutory role of ensuring that advertising codes are not violated, are truthful as well as in conformity with laid down regulations,
The Registrar noted with worry that the influx of digital penetration without regulation on various platforms is posing a new threat of unethical and provocative advertising in the country.
He added that most online platforms, without due consideration of ethical standards, have been proliferating the Nigeria digital media space with all sorts of advertisements, some of which are in violation of the Nigerian Code of Advertising Practice, pre-exposure vetting and ethical requirements of an advertisement. This, he noted, would have a negative effect on the country, its economy and value system if ignored.
“These days, many people are bloggers and influencers offering themselves, their services, blogs and media handles as platforms for product and services to be advertised on without recourse to accepted principles and ethics of the advertising practice. The sharp increase in violation and infraction of the Nigerian Code of Advertising is not only worrisome but also portends danger,” he said.
Dr. Lekan said the spate of unguided practice has caught the attention of both the general public and lawmakers who called for a stringent control over the digital space.
While the task of regulating advertisements on the social media may be a different and a difficult one, APCON said its well-armed to effortlessly regulate the space with the help of The Federal House of Representatives in Abuja which has observed the pathetic trend of the exposure of advertisements on online media advertising platforms and consequently deliberated on the need to regulate online advertising.
And to help APCON carry out this obligation successfully, therefore, the legislators have passed a resolution and have directed APCON to effectively monitor and regulate online media advertisements. The resolution passed by the House of Representatives unequivocally directs APCON to ensure that online advertisements conform with the prevailing laws of the Federation and as such must be made to comply with the provisions of the Nigeria Code of Advertising Practice, Sales Promotion and other Rights/Restrictions on Practice.
Dr Olalekan added that APCON’s regulations extend to all advertisements broadcast, published, or expose on any of the digital platforms directed or accessible within Nigeria. According to him, this can be found in section 23 of the Advertising Practitioners (Registration Etc) Act, CAP A7, L.F.N 2004 which established the Advertising Standards Panel and charged it with the responsibility of ensuring that advertisements conform with the prevailing laws in Nigeria as well as the code of ethics of advertising. He said that the Panel has the power to vet and approves all advertisements before exposure. He advised all advertisers, agencies and media platforms to seek the Panel’s approval of any advertisement prior to exposure.
“The Code has adequately provided a guide and basic standard which as a matter of necessity all advertisements should embrace as a minimum and acceptable level. The Code demands that advertisements must be legal, decent, honest, truthful, respectful and mindful of Nigeria’s culture, constitutional tenets and relevant lawful enactments.
“With the electioneering season at hand, elective political office aspirants are also implored to ensure that their political advertisements are vetted and approved by the ASP before exposure on any medium. This will diminish the repugnant influence of hate speech and unethical political communication in the country,” the registrar said.
“APCON would like to reiterate that advertising is a distinguished profession like medicine, law, accounting etc. The practice of advertising is governed by APCON law as stated in section 1 and 17 of the Act. It is illegal and criminal for anyone to practice advertising without being first registered by APCON. APCON will clampdown on all individuals and organisations that engage in advertising without being first licensed by APCON,” Dr. Fadolapo concluded.