The Association of Advertising Agencies of Nigeria (AAAN) has voiced strong opposition to a proposed bill seeking to establish the Chartered Out-of-Home Media Practitioners in Nigeria. The bill, sponsored by Senator Enyinnaya Abaribe with backing from the Outdoor Advertising Association of Nigeria (OAAN), has sparked a heated debate within the advertising industry.
The association expressed its position alongside other stakeholders in the industry at a public hearing jointly organized by the Senate Committee on Establishment and Public Service, Information and National Orientation and the Media and Public Affairs.
According to AAAN President, Lanre Adisa, the bill is unnecessary and risks creating duplication within an already regulated sector. “Our industry is currently overseen by the Advertising Regulatory Council of Nigeria (ARCON), which provides a comprehensive framework that serves the interests of all stakeholders,” Adisa said.
While acknowledging OAAN’s desire to protect its investments and elevate professionalism, Adisa argued that establishing a new regulatory body is not the solution. “Every sectoral association has the right to advocate for improved standards, but creating another regulatory agency will not address these concerns. Instead, it will lead to overlapping responsibilities and inefficiencies,” he added.
OAAN has argued that ARCON primarily regulates messaging in advertising, leaving the out-of-home media sector vulnerable. However, the AAAN believes these concerns can be addressed by strengthening ARCON’s mandate, rather than fragmenting regulatory oversight.
“This bill does not offer anything new. Instead, we should focus on empowering ARCON to address the gaps and ensure that all aspects of the industry are effectively regulated,” Adisa concluded.
The sponsor of the bill, Senator Eyinnaya Abaribe stated that the bill which seeks to establish a regulatory body that will oversee, promote and enhance the practice of Out-of-Home media in Nigeria is pivotal to the growth of the advertising industry.
He said: “The bill aims to ensure that the practice of owning and managing OOH assets is elevated to a standard that promotes quality, uniformity and environmental aesthetics”.
As the debate on the need for a cohesive approach to regulation in Nigeria’s advertising industry continues, many stakeholders watching closely as the legislative process unfolds.
