The Advertising Regulatory Council of Nigeria (ARCON) has criticized the exposure of the Davido D’General Bitters advertisement, citing a lack of prior approval from the regulatory body and the Nigerian military’s authorization.
In a press release signed by Dr. Olaleken Fadolapo, Director General of ARCON, it was highlighted that the D’General Bitters advertisement featuring Davido, dressed in military attire, was displayed on out-of-home media platforms without obtaining necessary clearances from the Advertising Standards Panel (ASP) and the Nigerian military.
“Upon application seeking approval to advertise, ARCON’s Advertising Standards Panel (ASP) requested the advertising agency to seek for, and obtain approval of the Nigerian military authority to use its military outfit for the purpose of advertisement. Neither the authorization of the Nigerian military for the use of its uniform, nor the approval of the ASP was obtained before the said D’General Bitters advertisement was exposed”.
Dr. Fadolapo emphasized that disregard for set guidelines would face sanctions to enforce compliance within the legal framework.
He reiterated that using military, police, NYSC, or any other paramilitary agency uniforms for advertisement purposes without formal approval is illegal.
The agency reaffirmed its unwavering commitment to uphold responsible advertising practices and emphasized its dedication to enforcing compliance by actively collaborating with pertinent stakeholders.
D’General Bitters, a herbal alcoholic drink, was recently launched in Lagos.
