2027: ARCON Moves Against Unapproved Political Ads
Political parties, campaign organisations, advertising agencies and media platforms may face regulatory sanctions and prosecution for exposing unapproved political advertisements as Nigeria heads into the 2027 general elections, with stakeholders warning that the growing use of digital platforms has made compliance more urgent than ever.
The warning formed the centrepiece of a stakeholders’ engagement on political advertising regulation organised by the Advertising Regulatory Council of Nigeria (ARCON) on Tuesday, October 20, 2026, at D’Podium Event Centre, Ikeja, Lagos.
In his opening address, ARCON Director-General, Dr Olalekan Fadolapo, who also represented the Minister of Information and National Orientation, said the stakeholders’ engagement was designed to bring political actors together to understand the rules governing political advertising.
Fadolapo stressed that ARCON was not convening the programme alone, noting that other ministries, departments and agencies were involved because of the broader implications of political campaigns for society, elections and public order.
He said ARCON's mandate was to ensure that advertising remained “legal, decent, truthful and responsible,” noting that Nigeria is particularly sensitive to communication during politically charged periods.
Fadolapo reiterated that all advertisements, whether exposed through traditional or new media, must first be submitted to ARCON for approval.
“However, the violation during political season is unimaginable. This calls for a strict regulation of that environment. It is our responsibility to ensure full compliance with the law,” he said.
Delivering the keynote address, Director-General of the Center for Media Law & Development (CMLD), S. Charles Odenigbo, said political advertising had become one of the most volatile areas of Nigeria’s advertising industry, particularly as campaigns increasingly move from traditional media to digital platforms where a single message can reach millions almost instantly.
He said the rapid transformation of the advertising ecosystem had made regulation more important rather than less important, stressing that political communication must remain within the boundaries of the law regardless of the power or resources of the advertiser.
According to Odenigbo, regulatory compliance is not optional for political advertisers.
He said the Advertising Regulatory Council of Nigeria Act, 2022, the Nigerian Code of Advertising Practice, the Electoral Act, the Nigeria Broadcasting Code and relevant electoral guidelines collectively establish binding obligations for political advertising.
Odenigbo warned that political advertisements must receive prior approval from the Advertising Standards Panel (ASP) before they are exposed to the public. The requirement, he said, applies to billboards, radio and television jingles, newspaper advertisements, social media content and other marketing communication materials.
He noted that ARCON had already issued warnings in February and August 2026 over the exposure of unapproved political advertisements, including materials that allegedly violated religious and ethnic guidelines.
The February warning, he said, addressed what ARCON described as illegal and ultra vires directives issued by some state signage and advertising agencies concerning the submission and vetting of political advertisements, while the August statement urged political actors to exercise caution.
Odenigbo said media organisations should refuse to air or publish unapproved political advertising, even when the advertiser is a powerful politician, governor or well-funded campaign organisation.
Advertising agencies, he added, should advise their political clients on their legal obligations instead of simply executing instructions, while state signage agencies should align their regulations with applicable federal standards.
He also called for impartial enforcement of the law by security agencies, regardless of the political party or candidate involved.
Digital platforms are not outside the regulatory framework
Odenigbo devoted significant attention to the growing role of digital media in political campaigns.
He said Article 85 of the Nigerian Code extends advertising regulation to internet-based and digital media, meaning political advertising distributed through websites, blogs, X, Instagram, YouTube, TikTok, WhatsApp channels, podcasts and other digital platforms remains subject to regulatory requirements.
He noted that influencers, political consultants, campaign organisations and candidates using digital platforms must ensure that political content is truthful, verifiable and properly identifiable where it constitutes sponsored communication.
Artificial intelligence-generated content and political data analytics, he noted, are also becoming part of the political communication ecosystem and must be deployed responsibly.
The fact that a campaign message originates on social media, he stressed, does not remove the advertiser's regulatory responsibility.
Representing the Independent National Electoral Commission (INEC), Badejo Babalolo said the commission needed the support of all stakeholders to successfully navigate the electoral process.
He emphasised the need for responsible political communication as the country approaches the 2027 elections.
“We need to survive this election and we need support, we don’t need hate speech,” Babalolo said.
Also speaking, Assistant Commandant Segun Adeogun of the Nigeria Security and Civil Defence Corps (NSCDC), who represented the Commandant, Dayo Keshinro, said security agencies had a critical role to play in supporting peaceful elections.
“As you know, police have been taking the lead during elections. I will encourage the forum to deliberate on what will make the election a peaceful one,” Adeogun said.
Chairman of the Heads of Advertising Sectorial Groups (HASG), Lanre Adisa, reaffirmed the advertising industry's commitment to responsible and ethical political communication.
Adisa said regulation should not be viewed merely as an enforcement mechanism but as an instrument for encouraging better communication practices.
“As Chairman of HASG, I want to reaffirm our commitment to responsible, ethical and professional advertising,” he said.
“Regulation must be seen as an enabler of responsible communication, not merely an instrument of enforcement.”
He called for the development of a culture of responsible advertising that would extend beyond the 2027 election cycle.
“As we approach the 2027 election, regulation must be imposed and encouraged to comply,” Adisa said.
ASP outlines four-hour vetting window
Providing insight into how political advertisements are processed, Chairman of the Advertising Standards Panel, Dr Emmanuel Agu, said political advertising materials undergo the same basic vetting process applied to other advertising materials.
According to Agu, advertisers must first submit their materials to the ASP, after which the 17-member committee considers the materials against the applicable vetting guidelines.
He said the process is also guided by the Nigerian law and the ARCON Act 2022, particularly Section 53, which provides the legal framework for the Advertising Standards Panel.
Agu disclosed that there is provision within the ASP system for advertising materials to be vetted within four hours, a potentially significant development for political campaigns operating under tight timelines.
The engagement brought together representatives of political parties, regulators, electoral authorities, security agencies, advertising sectorial groups, media organisations and advertising practitioners to examine the rules governing political communication ahead of the elections.
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