Industry watchdogs have tightened their grip on regulations, signalling a new era in the marketing communications landscape. Gone are the days when unethical practices could thrive unchecked. Leading regulatory bodies are now doubling down on efforts to root out behaviours that have tarnished the integrity of the industry.
The Advertising Regulatory Council of Nigeria (ARCON), the National Institute of Marketing of Nigeria (NIMN), and the Nigerian Institute of Public Relations (NIPR) are spearheading this concerted effort to purge the sector of unethical conduct. They are resolute in their commitment to transform Advertising, Marketing, and Public Relations into realms governed by strict standards and ethical principles.
ARCON, as the principal authority overseeing advertising and marketing communications in Nigeria, has launched a sweeping series of reforms aimed at cleansing the industry of practices that impede its progress. This includes the establishment of the Advertising Offenses Tribunal, a pivotal institution tasked with adjudicating violations and ensuring compliance with the law. ARCON’s regulatory purview now extends to social media platforms, where it aims to curb the proliferation of unapproved advertisements and misleading promotional activities.
Dr. Olalekan Fadolapo, the Director General of ARCON, emphasizes the imperative of regulating social media channels amidst mounting concerns over their misuse for marketing communications that flout ethical standards. The vetting of content destined for social media platforms is now been enforced, signaling a pivotal shift in regulatory oversight.
Moreover, ARCON’s reform agenda encompasses key measures such as the deregulation of media rates, promoting the utilization of local talent, and enforcing fair payment practices. Dr. Fadolapo underscores the importance of upholding industry standards and ending exploitative practices that have undermined the viability of the Nigerian advertising sector.
“Globally, payment threshold is a policy in the advertising industry. Some stakeholders have been offering Nigerian media and other service providers 120 days payment circle, thereby impoverishing the Nigerian advertising industry. These same stakeholders prepay foreign media houses operating in Nigeria for media services. Some had insisted on old practices that have led to industry debt and exploitation of media owners. We can no longer allow this to continue” ARCON DG said in a recent interview.
Similarly, NIMN is steadfast in its mission to uphold the integrity of the marketing profession by enforcing stringent guidelines, particularly concerning membership requirements mandated by law. The Institute’s disciplinary tribunal plays a vital role in adjudicating cases of misconduct, ensuring accountability among its members and upholding the highest standards of professionalism.
The President of NIMN highlights the institute’s commitment to enforcing its code of marketing practice, providing clear guidelines for ethical conduct within the profession. Through proactive enforcement mechanisms and collaboration with regulatory authorities, NIMN aims to bolster the credibility and trustworthiness of the marketing industry.
He said: We are an Institute set up by law and we use the law. Gracefully, we have a disciplinary tribunal that is in play. Erring members and marketers can be charged. So, as a company if your marketing staff has erred, you can petition the Tribunal and that person will be disciplined. We have a full-fledged disciplinary tribunal running and there is an investigative panel that also supports that structure”.
Echoing these sentiments, the President of NIPR underscores the critical need to regulate the practice of Public Relations to safeguard the profession from “profession vandals.” The institute is working in tandem with legal authorities to establish a robust enforcement framework, including the provision for disciplinary tribunals to prosecute offenders and hold organizations accountable for employing uncertified practitioners.
“When a person is caught and convicted, because it is a criminal offense to practice Public Relations without being certified by NIPR. The person is jailed, fined or option of the two. The law didn’t stop there. It says that the person who signed the person’s engagement or appointment is equally liable to the same offense and the same conviction. The organization that employs such a quack, will also suffer for it. That is the position of our law. We are putting together a complete process of enforcement. We are talking to the Attorney General of the Federation because there is a provision of a tribunal in the law” he said.
Industry regulators are diligently spearheading a transformative movement towards heightened accountability and transparency. Their steadfast dedication underscores a firm resolve to eradicate unethical conduct and elevate the benchmarks within the domains of Advertising, Marketing, and Public Relations. Through concerted collaborative endeavors and the implementation of rigorous enforcement protocols, their overarching goal is to bolster the integrity and credibility pervasive throughout these sectors. This concerted effort signals a promising trajectory, promising a future illuminated with enhanced ethical standards and equitable practices, thereby benefiting all stakeholders involved.
