For over five years, AAPN lobbied tirelessly for the establishment of a Chartered Institute of Advertising that would confine advertising practice to its corporate members, thereby elevating the profession's standards. However, what they sought was not entirely what was granted by the government. Instead of the Institute they envisioned, a Council was established.

During this period, the advertising industry in Nigeria was dominated by two associations: the AAAN (then AAPN) and the Outdoor Advertising Association of Nigeria (OAAN). The AAPN, in particular, played a crucial role in shaping the media and advertising landscape. However, tensions arose between AAPN and the broadcast and print media sectors, particularly regarding advertising commissions and the qualifications needed to earn them. The Newspaper Proprietors Association of Nigeria (NPAN), under the representation of Lateef Jakande, unilaterally introduced a licensing regime to determine who could qualify for advertising commissions in print media. This move was perceived as a direct threat to the autonomy of the advertising industry, prompting Chief Olu Adekoya to take legal action against NPAN.

Chief Adekoya's legal battle was a pivotal moment in the industry's history. The court's decision in his favor declared NPAN's attempt to regulate advertising practices illegal, effectively quashing their efforts to impose external controls on the industry. This victory was more than just a legal triumph; it was a catalyst that galvanized the AAPN to recognize the need for greater control and professionalism within the advertising sector. There was a growing realization that without formal regulation, advertising could continue to be an unstructured and unpredictable field, open to exploitation and lacking uniform standards.

This sense of professional pride and the desire for respect and recognition fueled AAPN's determination to professionalize advertising practice in Nigeria. The industry's leaders began to push for a legal framework that would not only elevate the status of advertising practitioners but also ensure that the profession was governed by clear guidelines and ethical standards. This movement ultimately led to the establishment of APCON, marking the beginning of a new era in Nigerian advertising, where the profession would be regulated, practitioners would be recognized, and the industry would operate under a unified code of conduct.

The pivotal moment in the journey to professionalize advertising in Nigeria occurred at the 1986 Annual General Meeting (AGM) of the Association of Advertising Practitioners of Nigeria (AAPN), now the Association of Advertising Agencies of Nigeria (AAAN), held at the Sheraton Hotel in Lagos. During this meeting, a significant motion was unanimously adopted, declaring that all efforts must be made to ensure advertising was granted legal recognition as a profession. This motion marked the beginning of a concerted push towards establishing a legal framework for the advertising industry in Nigeria.

At this AGM, Ayo Owoborode was elected President of AAAN, with a dedicated team on the new Executive Committee, including Akin Odunsi as Vice President, along with Raymond Kester, Chief Olu Adekoya, Dupe Ayinde, Gab Solarin, Segun Adedipe, May Nzeribe, and Oliver Johnson. The issue of professionalizing advertising was kept at the forefront of the agenda for this new Executive Council.

To actualize this vision, the Executive Council engaged a legal practitioner to draft the content and structure of a legal framework for an Institute of Advertising. This draft was extensively debated, refined, and tailored to reflect the interests of the advertising profession, its practice, and the nation. The next critical step was submitting this draft decree to the Ministry of Justice, where Prince Bola Ajibola, then Minister of Justice, granted immediate audience to the AAAN delegation, led by President Ayo Owoborode. Prince Ajibola was supportive of the vision and the idea, furthering the momentum towards achieving legal recognition for advertising.

The AAAN delegation then proceeded to the office of the Secretary to the Federal Government, headed by Chief Olu Falae. Chief Falae was receptive to their plea, offering useful advice on how best to package their request to the government.

In September 1986, Ayo Owoborode led another AAAN delegation on a courtesy visit to the newly appointed Minister of Information, Prince Tony Momoh. This delegation was the first group of professionals to welcome the Minister into office. Alongside Ayo Owoborode were Mr. Akin Odunsi (Vice President), Mr. Chris Doghudje, Chief Olu Adekoya, Mr. Raymond Kester, Mr. May Nzeribe, and Chief Layi Odukoya. Prince Tony Momoh embraced the vision with enthusiasm and assured the delegation of his ministry's support.

The draft prepared by AAPN provided the foundational material for the legal draftsmen at the Ministry of Justice, who finalized the APCON Act in December 1988. The Ministry of Justice, in refining the draft, opted to establish a Council rather than an Institute. The rationale was that a Council would serve a dual role as both a regulatory body for practice and a professional organization. Consequently, General Ibrahim Babangida, the President of the Federation, signed into law the Advertising Practitioners Council of Nigeria (APCON) Decree No. 55 in December 1988.

This establishment granted professional status to advertising by law in Nigeria, an unparalleled achievement within the Commonwealth of Nations, positioning Nigeria as a pioneer in professionalizing advertising. This milestone, however, often goes unrecognized by many practitioners and members of the public, despite its significance in the history of the industry.

The establishment of the Advertising Practitioners Council of Nigeria (APCON) was a pivotal moment in the professionalization of advertising in Nigeria. According to the decree that brought APCON into existence, the Council was entrusted with several critical responsibilities. It was empowered to define and recognize who qualified as an advertising practitioner in Nigeria, ensuring that only those meeting specific standards of knowledge and skill could claim this professional title.

APCON was also charged with the important task of compiling and maintaining an official register of all qualified advertising practitioners in the country, a measure aimed at bringing order and credibility to the profession. Beyond this, the Council was responsible for regulating and controlling the practice of advertising in all its aspects, ensuring that the industry operated within ethical and professional standards that protected both practitioners and the public. Additionally, the Council was tasked with conducting examinations to assess and certify the competency of individuals seeking to be recognized as advertising professionals.

Although the legal foundation for APCON was laid in 1988, it wasn't until November 1989 that the Council was formally inaugurated. This significant event took place at the National Arts Theatre in Iganmu, Lagos, and was officiated by the then Honorable Minister of Information, Prince Tony Momoh. Prince Momoh had played a crucial role in the realization of APCON, and his presence at the inauguration underscored the importance of this milestone.

The inaugural 20-member Council was dominated by representatives from the Association of Advertising Practitioners of Nigeria (AAPN), now known as the Association of Advertising Agencies of Nigeria (AAAN), who held ten of the seats. This strong representation ensured that the interests of professional advertisers were well-represented within the regulatory body, laying the groundwork for a more structured and professional advertising industry in Nigeria.

The decree that established the Advertising Practitioners Council of Nigeria (APCON) outlined a 21-member Council, led by a Chairman appointed by the President. This Chairman, according to the law, had to be a Fellow of the advertising profession. The Council's membership was diverse, with representatives drawn from the Association of Advertising Practitioners of Nigeria (AAPN), the academia, two Federal Ministries, and various corporate bodies or groups with interests in advertising. The AAPN, instrumental in APCON's creation, held ten of the twenty-one seats, ensuring significant influence over the Council's direction. The remaining positions were shared among other bodies, including the Broadcasting Organisations of Nigeria (BON), Newspaper Proprietors’ Association of Nigeria (NPAN), Outdoor Advertising Association of Nigeria (OAAN), the two government ministries, the academia, and client representatives.

One of the most crucial components of APCON's operations was the Advertising Standards Panel (ASP), established when the decree was amended in 1992. This panel was given the authority to vet all advertisements before they were exposed to the public, ensuring that they conformed to both the laws of the land and the advertising profession's Code of Ethics. In addition to the ASP, several other committees were established to manage specific functions within APCON, including the Education and Accreditation Committee, the Disciplinary Committee, the Investigating Panel, and the Privileges Committee. While the Chairman of the Council was a government appointee, the Registrar, who served as the CEO, was appointed by the Council itself.

The leadership of APCON has seen a succession of notable figures. Mr. I. Sylvester Moemeke, the first Chairman, served the longest and guided the Council with a blend of professionalism and maturity. He was followed by Chief Olu Falomo, Dr. May Nzeribe, Mr. Christopher Doghudje, and Mr. Lolu Akinunmi, among others. On the administrative side, Dr. Charles Okigbo, the pioneering Registrar and CEO, played a critical role in shaping the early operations of APCON. He was succeeded by Dr. Josef Bel-Molokwu, Mr. Bola Agboola (in an acting capacity), Alhaji Garba Kankarofi, Mrs. Ijedi Iyoha (also in an acting capacity), and Dr. Olalekan Fadolapo, who was later appointed Director General in 2022.

The government's involvement was significant from APCON's inception. Initially, the Council was provided office space at the National Theatre, Lagos, and a Director was seconded from the Ministry of Information to assist in its formative stages. Under the leadership of I.S. Moemeke, the Council eventually acquired a private property at 3 William Carew Street, Anthony Village, Lagos, which served as its headquarters until 2001. Dr. Charles Okigbo, who had been instrumental as the pioneer Registrar, was also central in defining the scope of the profession. I. S. Moemeke, who was also the Chairman of Lintas at the time, could oversee APCON’s development from his office nearby. The Council's operations during these early years relied heavily on its committees, which were instrumental in supervising and implementing various training programs and other initiatives.

The first Council set a foundational definition of advertising as "a form of communication through the media about products, services, or ideas paid for by an identified sponsor." They also defined an advertising practitioner as "one who is skilled in planning, creating, and placing advertisements in the media and is duly registered by APCON to perform such duties."

APCON's work laid the groundwork for the professionalization of advertising in Nigeria, creating a regulatory framework that continues to guide the industry today.

The Council recognized that professional advertising practice is a delicate blend of specialized knowledge, art, science, and talent, all working together in a harmonious and coordinated manner. They understood that every role within an advertising agency, from the Art Director to the Client Service, Media Directors, and Production Specialists, is essential to the overall success of the practice.

With this understanding, the Council set about establishing the criteria for registering advertising practitioners. They adopted the Scheme A and Scheme B modes of registration, ensuring that both academically qualified individuals and those with practical experience could be recognized. In addition, the Council formulated and implemented a series of professional training programs for practitioners. These programs were aimed at enhancing the skills of advertising professionals and ensuring that they met the standards required for the profession. Furthermore, the Council began accrediting academic institutions that offered courses in Mass Communication, Marketing, and Graphic Arts. This accreditation was vital for preparing graduates for eventual registration as advertising professionals.

To further bolster the confidence of practitioners and grant them greater control over their creative outputs, the Council introduced the practice seal and stamps. These tools were designed to authenticate official documents originating from advertising practitioners, adding a layer of professionalism and credibility to their work.

One of the significant milestones during the tenure of the first Council was the publication of the first edition of the Code of Advertising Practice in Nigeria. This document laid down the guidelines and ethical standards for the advertising industry. Following its publication, the Council began the process of vetting and pre-exposure clearance for advertisements, particularly those involving controlled products. This was a crucial step in ensuring that advertisements adhered to both legal requirements and the ethical standards of the profession.

The Council's regulatory mandate was carried out through its statutory committees, each with a specific role in maintaining the integrity of the profession. The Advertising Standards Panel (ASP) was responsible for reviewing and approving advertisements before they were exposed to the public, ensuring they met all necessary guidelines. The Advertising Practitioners Investigating Panel (APIP) was tasked with investigating complaints of professional misconduct, while the Advertising Practitioners Disciplinary Committee (APDC) adjudicated cases of misconduct referred to it by the APIP, imposing sanctions on practitioners when necessary.

Through these measures, the Council not only regulated the practice of advertising but also established a framework that ensured the profession's growth, credibility, and adherence to high ethical standards.

The APCON House project, a significant initiative, was launched during the early years of the Council's formation. The original blueprint envisioned a comprehensive complex, including a three-storey office block, a two-storey residential apartment, guest chalets, and service and maintenance buildings. The design also included provisions for ample parking space and landscaped gardens, aiming to create a functional and aesthetically pleasing headquarters for the Council.

However, financial constraints led to a scaling down of these ambitious plans. As a result, only a two-floor office block was constructed, while the residential apartments and guest chalets remained unrealized. Despite these challenges, the completion of the APCON House was a milestone for the Council, marking the establishment of a permanent base for its operations.

Following the completion of I.S. Moemeke's tenure as the first Chairman of the Council, Chief Olu Falomo, FRPA, was appointed as his successor. Serving from 2000 to 2003, Chief Falomo's leadership was notable for several key achievements. During his tenure, the construction of the APCON House in Lagos was completed and the building was officially commissioned, providing the Council with a dedicated headquarters.

This era also saw the publication of the second edition of the Code of Advertising Practice, reflecting the Council's ongoing commitment to upholding high standards within the industry. Additionally, Chief Falomo's tenure was marked by a significant regulatory development: the introduction of a phased restriction and eventual ban on the advertising and promotion of tobacco and alcoholic beverages in Nigeria. This proclamation underscored the Council's role in protecting public health and ensuring that advertising practices aligned with broader societal goals.

Dr. May Nzeribe assumed the role of Chairman of APCON in 2003, following Chief Olu Falomo's tenure, and served until May 27, 2006. His leadership was marked by significant expansion and restructuring initiatives within the Council. Under Dr. Nzeribe’s guidance, the Council embarked on several ambitious projects, including the construction of a state-of-the-art Kano zonal office, the establishment of the Lagos study center, and the opening of a new zonal office in Owerri. These efforts were part of a broader vision to extend APCON’s reach and impact across Nigeria.

During this period, the Council's administrative structure underwent a transformation, aligning with the Federal Government's public service framework by reorganizing into directorates. This restructuring aimed to enhance the efficiency and effectiveness of APCON’s operations, positioning the Council to better serve the advertising industry.

A significant policy shift during Dr. Nzeribe's tenure was the reopening of the previously closed Scheme B mode of registration. This initiative, known as the "window of opportunity," allowed many practitioners who had been working without proper registration to regularize their status. The exercise brought a substantial number of unregistered practitioners into the fold, strengthening the professional community and ensuring compliance with APCON’s standards.

After Dr. Nzeribe’s tenure, Chris Doghudje succeeded him as Chairman, followed by Mr. Lolu Akinwunmi. However, the industry faced a moment of upheaval when the government appointed a politician as Chairman of the Governing Council, sparking widespread displeasure and protests. The backlash was so intense that the appointment was eventually withdrawn. This controversy occurred during the transitional period between the tenures of Lolu Akinwunmi and Udeme Ufot, who was appointed during the Jonathan administration. Unfortunately, before Ufot could fully assume his role, the transition from the PDP to the APC administration led to the blanket dissolution of all boards of parastatals and agencies, including APCON. When the boards were eventually reconstituted, ARCON was notably left without a new board.

On the administrative side, Dr. Charles Okigbo, the pioneering Registrar and Chief Executive of APCON, left office in 1994. He was briefly succeeded in an acting capacity by Mr. Bola Agboola, the most senior staff at the time, until Dr. Josef Bel-Molokwu, FRPA, was appointed as the second substantive Registrar. Dr. Bel-Molokwu served until 2005 and was succeeded by Alhaji Garba Bello Kankarofi, FRPA, who took over as Registrar and Chief Executive in 2006.

From its inception, the Council recognized the importance of supporting and sustaining the various sectoral bodies within the advertising industry. AAAN (AAPN), OAAN, NPAN, and BON were well-established and active when APCON was formed, and the Council adopted a strategy to encourage these organizations to acknowledge their specialized practices while adhering to the overall Code of Advertising Practice and the law.

APCON played a pivotal role in the formation and establishment of the Advertisers Association of Nigeria (ADVAN). The Council's secretariat hosted the initial meetings of ADVAN members and provided resources that accelerated the organization's growth, leading to its current status as a vibrant and influential body within the industry.

The creation of the Media Independent Practitioners Association of Nigeria (MIPAN) initially met with some opposition and misgivings within the advertising community. However, APCON played a crucial role in moderating these differing views, ultimately fostering acceptance of the specialized services offered by media independents and promoting harmony among the various sectors within the industry.

The limitations of APCON’s regulatory powers were starkly evident when it came to overseeing the broader advertising industry. The Council's authority was confined to registered practitioners, a point repeatedly contested in court by businesses involved in advertising but not officially registered as practitioners. These businesses, when sanctioned for breaches of advertising codes or laws, often sought legal recourse. Courts frequently ruled that APCON's mandate applied only to registered practitioners, as the very name "Advertising Practitioners Council" suggested. This narrow interpretation hindered APCON's efforts to enforce standards across the entire industry.

Despite attempts to extend its influence to all entities involved in advertising, APCON faced significant legal obstacles. The courts often supported the argument that the Council’s jurisdiction was limited to registered practitioners. Recognizing the need for a broader regulatory reach, it became essential to review the Code of Practice and amend the law to address these concerns. This task required a change in the Council’s name and an expansion of its mandate to reflect its broader regulatory role.

A landmark achievement in this regard was spearheaded by Dr. Olalekan Fadolapo, who was appointed Registrar in 2021. His tenacious efforts culminated in a significant transformation, the renaming of the Council and the creation of the office of Director General by the Federal Government. The newly established Advertising Regulatory Council of Nigeria (ARCON) marked a new era for the advertising industry in Nigeria. Unlike its predecessor, ARCON’s mandate now clearly extended to regulating both the practice and business of advertising, encompassing all entities involved in the industry, whether or not they were registered practitioners.

This pivotal change revolutionized the regulatory landscape of the Nigerian advertising industry. Under the leadership of Dr. Fadolapo, ARCON not only established itself as a comprehensive regulatory body but also introduced the Advertising Industry Standard of Practice (AISOP) in 2021. This initiative set new benchmarks for the industry, ensuring that all players, from practitioners to businesses, adhered to unified standards.

Dr. Fadolapo’s leadership also galvanized industry stakeholders through various events, town hall meetings, and engagements. His efforts to bridge the knowledge gap between academia and industry professionals have been particularly noteworthy. By fostering opportunities for interaction and collaboration, ARCON under Fadolapo’s guidance has ensured that the Nigerian advertising industry continues to evolve, staying at the forefront of global best practices.