In a bid to uphold the integrity of the advertising industry and bolster economic growth, the Advertising Regulatory Council of Nigeria (ARCON) has taken decisive steps to regulate the use of computer-generated materials in advertising campaigns. This move aligns with ARCON’s commitment to promoting local content and harnessing indigenous talent for national development.
During a recent stakeholder forum convened by the Advertising Standards Panel (ASP), ARCON reiterated the imperative for industry players to familiarize themselves with regulatory requirements and ensure compliance with stipulated guidelines before submitting materials for vetting. Emphasizing the importance of self-regulation, ARCON underscored the ethical obligation of stakeholders to uphold industry standards, particularly in light of recurring infractions related to the use of models in advertisements.
Addressing concerns surrounding the proliferation of computer-generated imagery (CGI) in advertising, ARCON unequivocally declared the prohibition of such materials, emphasizing the need for advertising agencies to provide verifiable evidence of Nigerian nationality for models featured in campaigns. This measure, ARCON contends, is essential for safeguarding local talent and preserving the nation’s economic interests.
Dr. Olalekan Fadolapo, the Director General of ARCON, acknowledged the transformative potential of Artificial Intelligence (AI) in advertising while cautioning against its indiscriminate use. Dr. Fadolapo stressed the need for a nuanced approach to AI integration, citing its implications for employment creation and industry sustainability. ARCON has established a dedicated committee to examine the broader implications of AI adoption in advertising and ensure alignment with national development objectives.
Dr. Olalekan Fadolapo, the Director General of ARCON, acknowledged the transformative potential of Artificial Intelligence (AI) in advertising while cautioning against its indiscriminate use. Dr. Fadolapo stressed the need for a nuanced approach to AI integration, citing its implications for employment creation and industry sustainability. ARCON has established a dedicated committee to examine the broader implications of AI adoption in advertising and ensure alignment with national development objectives.
“Nobody can shy away from AI as AI has come to stay. In fact, you can generate an advert from copy to execution without having human interference. That is the power of AI. What we are saying is that we need to look at AI in its totality and see how this will improve on advertising. We have set up a small committee that is looking at this. What we are referring to are computer generated images not AI. Instead of using model, you are using a computer-generated model. We now pitch this against the government policy of employment creation and if we don’t look at this very well, we may lose employment opportunity and opportunity to rejig the industry” he said.
Furthermore, ARCON emphasized the imperative of self-regulation and adherence to copyright laws within the advertising ecosystem. The agency highlighted the role of the ASP in enforcing regulatory compliance and reiterated its commitment to fostering a conducive environment for ethical advertising practices.
In addition to regulatory measures, ARCON emphasized the importance of collaboration among industry stakeholders to promote ethical advertising standards and stimulate growth in the sector. The agency called for concerted efforts to support local talent development and mitigate the adverse impact of non-compliance with regulatory guidelines.
Looking ahead, ARCON reaffirmed its resolve to enforce regulatory measures on digital platforms and combat advertising violations effectively. Stakeholders were urged to refer to the Nigerian Code of Advertising for guidance and clarification, underscoring the importance of self-regulation in maintaining industry integrity.
As the advertising landscape evolves, ARCON remains steadfast in its commitment to promoting ethical advertising practices and fostering sustainable growth in the Nigerian advertising industry.
