The former Director & Global Head of Communications at the African Export-Import Bank (Afreximbank), Obi Emekekwue, has condemned the decision of the Advertising Regulatory Council of Nigeria (ARCON) to ban foreign models from Nigerian adverts.
Prime Business Africa had reported that ARCON’s Director General, Olalekan Fadolapo, released a new policy this week, directing advertisers to halt usage of foreign models and voice-over artists in promotion of products and services to Nigerian audience.
Fadolapo said the decision was made to encourage local talents and grow the Nigerian advertising industry. However, Emekekwue opined that such policy could backfire against Nigeria, as other country could also adopt it.
Emekekwue explained that the policy is wrong timing, considering the Federal Government and other African nations are implementing the African Continental Free Trade Area (AfCFTA), which offers a free trade area for African trades, including unrestricted labour.
The communications epert, who now acts as the Chief Executive of DelReeve Konsult Limited, told Prime Business Africa, “This looks like one of those times our policy makers come up with ideas without thinking them through.
“While no one will argue against encouraging the use of local Nigerian models and voice overs, a ban like this will hurt Nigeria more in the long run, considering that Nigeria already dominates in these sectors.
“Nigerian models and voice over artists will lose when other countries implement similar policies. Besides, what does this say about Nigeria at a time everyone, including Nigeria, is pushing the AfCFTA, which rests largely on free movement of labour and an open market across Africa.” Emekekwue said.
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