The Advertising Regulatory Council of Nigeria (ARCON) has announced plans to step up its regulatory oversight of advertising content across traditional and digital platforms, in a move aimed at curbing misleading adverts, safeguarding consumers, and restoring investor confidence in the sector.
This was made known by ARCON’s Director-General, Mr. Olalekan Fadolapo, during the Advertising Standards Panel (ASP) Stakeholders’ Forum held on Thursday in Lagos. According to him, the emergence of digital media and the rapid spread of online content have brought new challenges to advertising regulation, necessitating stronger and more agile regulatory mechanisms.
Fadolapo explained that while traditional media such as print and broadcast were previously the major focus of regulation, the digital economy has now reshaped the advertising space. “Before now, we had just traditional media: print and broadcast. But the digital economy has changed everything. Today, you can sit in another country and push content into the Nigerian market,” he said.
The ARCON boss expressed concern over the surge in deceptive and unapproved advertisements, especially those published on social media and other digital channels. He cited reports showing that Nigeria may be losing between ₦1.2 trillion and ₦1.5 trillion to misleading adverts and online fraud annually. According to him, the economic impact of these adverts is significant, hurting both consumers and legitimate businesses.
“If what was taken out of the economy through deceptive adverts and shipping fraud is between ₦1.2 trillion and ₦1.5 trillion, then we must understand who is paying for these losses—consumers and legitimate businesses,” Fadolapo said.
He also called attention to the rise of artificial intelligence (AI)-generated advertisements, especially those that make false health claims. These, he said, pose a new regulatory challenge that will require collaboration between multiple stakeholders to address effectively.
“Advertising is not just about freedom of expression; it must be legal, decent, honest, and truthful. Our law requires that all adverts be vetted and approved by the Advertising Standards Panel before exposure,” he stated.
Also speaking at the forum, the Chairman of the Advertising Standards Panel, Mr. Emmanuel Agu, reaffirmed the panel’s commitment to ensuring that advertising content in Nigeria adheres to ethical standards. He explained that the ASP’s role includes protecting public interest, maintaining fair competition among businesses, and preserving the nation’s cultural identity.
“Our duty is to ensure that all advertising content upholds public interest, promotes fair competition, and preserves Nigeria’s cultural values,” Agu said.
He added that the ASP comprises experts drawn from key government agencies and professional bodies, including the Central Bank of Nigeria (CBN), Securities and Exchange Commission (SEC), National Agency for Food and Drug Administration and Control (NAFDAC), and the Nigerian Communications Commission (NCC), among others.
Mr. Lanre Adisa, Chairman of the Heads of Advertising Sectoral Groups (HASG), also addressed the gathering. He urged industry stakeholders to support ARCON’s efforts, noting that Nigeria’s advertising industry is approaching its 100th anniversary and must adapt to modern realities.
“With digital disruption and global content flow, we must evolve fast. Regulation must protect not just brands and consumers, but also our economy,” Adisa said.
ARCON further assured stakeholders that it will maintain continuous engagement with media owners, advertising practitioners, content creators, and brand owners to ensure that all adverts conform to global best practices and professional standards.
The Council stressed the need for all advertising campaigns to be vetted by the ASP before being published. This, it said, is not just a legal requirement but also a measure to ensure public safety, avoid misinformation, and foster trust between brands and consumers.
With the Nigerian advertising landscape undergoing rapid transformation, ARCON is positioning itself to ensure the protection of all actors in the ecosystem, while also promoting growth through accountability, professionalism, and innovation.
