The Advertising Regulatory Council of Nigeria (ARCON) has hit back at the Advertisers Association of Nigeria (ADVAN), accusing the association and its trustees of spreading misinformation and attempting to halt reforms in the Nigerian advertising industry.
In a statement signed on Monday by Director-General Dr. Olalekan Fadolapo, ARCON said ADVAN’s recent open letter to President Bola Ahmed Tinubu was misleading and politically motivated, noting that the issues raised are already before the Federal High Court.
ARCON highlighted several industry reforms under the current administration, including directives requiring the use of Nigerian talent and local production for advertisements targeting the domestic market. The council said ADVAN had opposed these measures, resorting to media campaigns and lobbying efforts to resist the changes.
Other reforms cited include the enforcement of a 45-day payment cycle to address longstanding media debt, and the introduction of disengagement protocols requiring advertisers to settle outstanding obligations before moving accounts. ARCON said ADVAN criticized these policies as overregulation, despite the measures aiming to strengthen the industry.
The council also dismissed ADVAN’s claims of a 3% performance rating from the Presidential Enabling Business Environment Council (PEBEC), calling the report biased and inaccurate. ARCON asserted that independent research by PwC shows continued growth and investment in the advertising sector, contradicting ADVAN’s claims of declining spend and market exit.
ARCON further criticized ADVAN for voluntarily withdrawing from key industry engagements, including the Heads of Advertising Sectoral Group (HASG) platform and the National Advertising Conference, while still demanding the suspension of reforms as a condition for participation.
The regulator also defended the Advertising Offences Tribunal (AOT), whose legality and powers have been upheld by recent court rulings, as a key mechanism for ensuring compliance and ethical conduct in the industry. ARCON stressed that it continues to oversee the sector effectively, even in the absence of a fully constituted Governing Council.
Concluding the statement, ARCON reaffirmed its commitment to the “Nigerian First” policy and the administration’s Renewed Hope Agenda, insisting that it will resist all attempts to obstruct industry reforms. It added that ADVAN represents only one of many industry associations and must not hold back efforts to professionalize and grow the Nigerian advertising sector.
