The Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Olalekan Fadolapo, has warned advertisers against using foreigners to promote their products and services.
Fadolapo, in a statement released on Monday, said the use of foreign models and voice-over artists in Nigerian-focused advert should be stopped, as the regulator will no longer approve such advert.
He said the ban is necessary to promote local talents in line with President Muhammadu Buhari’s homegrown initiative. Fadolapo said the ban will take effective on October 1, 2022, but adverts already in the media will be allowed to run until their expiration date.
The statement reads, “In line with the federal government’s policy of developing local talent, inclusive economic growth and the need to take necessary steps and actions aimed at growing the Nigerian advertising industry, the Advertising Regulatory Council of Nigeria (ARCON), being the apex advertising, advertisement and marketing communications’ regulatory agency of the federal government, has in accordance with its statutory mandates, responsibilities and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, bans the use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space with effect from 1st October 2022.
“All advertisements, advertising and marketing communications materials are to make use of only Nigerian models and voice-over artists.
“Ongoing campaigns are permitted to run out their terms, however, subsequent applications for re-validation for continued exposure of such materials will not be granted by the advertising standards panel (ASP).
“Advertisers, advertisement agencies, media houses, advertising community and the general public are hereby enjoined to take note.” ARCON said in the statement.
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