In a bid to enhance a synergistic relationship between regulatory authorities and industry practitioners, the Heads of the Advertising Sectoral Group (HASG) convened with the Director General of the Advertising Regulatory Council of Nigeria (ARCON).
The meeting, held at ARCON House yesterday, aimed to discuss pressing issues related to the business and practice of advertising, emphasizing the need for continuous engagement to deepen stakeholders’ understanding of advertising laws.
The session was spearheaded by Dr. Femi Adelusi, Chairman of HASG, and saw the participation of Presidents and leaders of the sectoral bodies constituting the HASG. They engaged with the ARCON DG on various concerns affecting advertisers, agencies, content creators, business owners, and other stakeholders.
Key agreements from the meeting included the necessity for ongoing dialogue and potential workshops to address regulations related to social media. This encompassed the definition and understanding of advertising on these platforms, challenges concerning scope, platform peculiarities, content classification, use of stock images, AI-generated images, vetting processes, control and tracking mechanisms, enforcement and penalties, as well as awareness and education across the ecosystem.
The discussions also spotlighted opportunities for the local creative industry, particularly in image bank development, adaptive technology, and the manifold benefits these present.
The DG of ARCON addressed stakeholders’ concerns, assuring that regulations are designed to support rather than stifle creative marketing processes. He reaffirmed the commission’s open-door policy and its commitment to engaging stakeholders broadly to find common ground, essential for the progress of the industry in today’s dynamic marketing communication and technology landscape.
HASG highlighted the urgent need for a new Advertising Standards Panel (ASP) to ensure all key stakeholders are represented in the vetting and approval process of advertising and marketing materials. The DG assured that ARCON is collaborating with stakeholders in accordance with the Advertising Act to establish an active and properly constituted ASP.
He noted that some sectors have yet to submit the names and profiles of their representatives but assured HASG that the process will be completed within the coming month with the support of key stakeholders.
