In light of recent discussions surrounding the proposed Chartered Out-of-Home Media Practitioners of Nigeria (Establishment) Bill, 2024, the Heads of Advertising Sectoral Groups (HASG) has called for the reinforcement of the existing regulatory framework. This call comes amid apprehensions about the bill’s potential impact on the advertising industry. Having passed its second reading in the Senate, the bill has sparked widespread debate within the industry.
In an official press statement signed by its Chairman, Mr. Lanre Adisa, HASG articulated its stance following a comprehensive review of the bill. Mr. Adisa remarked, “After due consideration and detailed study of the bill, we believe that the extant regulatory apparatus as currently set up by the government is robust enough to accommodate and respond to emerging concerns. Duplicating or splintering the existing regulatory framework will weaken rather than strengthen the marketing communications industry and further increase its operational costs substantially.”
The bill, sponsored by Senator Enyinnaya Abaribe of the All Progressive Grand Alliance party representing Abia South, aims to professionalize the OOH media sector and address its environmental impact. Despite these intentions, HASG argues that the current regulatory bodies, particularly the Advertising Regulatory Council of Nigeria (ARCON), are adequately equipped to handle these issues. “The report concerning the Chartered Out-Of-Home Media Practitioners of Nigeria is news to us as a body representing the entirety of the marketing communications ecosystem. We learned about it from the media as did everyone else. It was never presented to or discussed by the HASG at any point,” Adisa stated.
The bill’s inconsistencies and ambiguities have further fueled concerns. The document alternates between referring to the proposed body as an institute, council, and association, creating confusion about its intended structure. This lack of clarity extends to key positions within the organization, with references to both a Registrar General and a Director General appearing in different sections.
As the bill approaches its public hearing, analysts predict potential setbacks due to the ongoing implementation of the Steve Orosanye Report on Civil Service Reform. This initiative aims to streamline government operations and eliminate redundancies, which may conflict with the introduction of a new regulatory body. The advertising industry already has established regulatory bodies, such as ARCON and the National Institute of Marketing of Nigeria (NIMN), that provide oversight and certification for practitioners. Critics argue that creating an additional regulatory body for OOH practitioners would lead to duplication of efforts and unnecessary bureaucracy.
The bill’s progression raises questions about the potential fragmentation of the advertising industry. If successful, it could set a precedent for other sectors within the industry to seek similar recognition and regulatory bodies, potentially leading to a more fractured and complex regulatory landscape. HASG’s stance highlights the need for a unified approach to strengthen the existing regulatory framework rather than fragmenting it with new bodies. “We believe that instead of pursuing a new council, OAAN might be better served by collaborating with HASG to address the sector’s challenges within existing frameworks,” Adisa added.
There are also concerns that the bill’s provisions may clash with existing constitutional mandates that grant local governments authority over outdoor advertising. With the push for local government autonomy gaining traction, this could become a contentious issue if the bill becomes law. Critics question whether a separate regulatory body is a priority, given that OOH advertising represents only about 20% of the overall advertising industry and faces a shrinking market share. Some argue that industry resources might be better spent addressing existing challenges rather than creating new regulatory structures.
HASG’s position calls for continued engagement with all parties to ensure the elements detailed in the bill align with the current regulatory framework for a beneficial outcome for the industry. “On the whole, the HASG does not agree or align with this bill as it does not augur well for the marketing communications industry. As a body, the HASG will continue to engage with all parties on all levels to work out how the various elements as detailed in the bill can be aligned to ensure a win-win for everyone in the industry within the current regulatory framework,” Adisa concluded.
As the legislative process unfolds, the industry remains vigilant regarding the bill’s implications for the structure and governance of outdoor advertising in Nigeria. HASG’s response underscores the importance of bolstering existing regulatory bodies to address the sector’s challenges rather than introducing new ones that could increase operational costs and lead to a fragmented regulatory landscape.
