The Chairman of the Advertising Standards Panel (ASP), Dr. Emmanuel Agu, has emphasized the need for advertising professionals to deepen their understanding of the advertising code of practice to enhance regulatory compliance. As the governing body for vetting and approving advertising content, the ASP upholds strict standards to ensure fairness, truthfulness, and consumer protection. “In the adjudication of law, sentiment has no place; the law is the law,” Dr. Agu stated, highlighting the objectivity required in regulatory oversight.
Dr. Agu noted that the advertising code of practice exists to enforce ethical standards that protect consumers from exploitative practices. He particularly underscored the importance of clarity in advertising promotions, urging brands to specify the number of prizes and other finite details. “Everything about regulation is about safeguarding consumers’ interests. Our economy is challenging, and deceptive practices undermine trust. If you claim there are prizes to be won in a promotion, you must be transparent about what is actually on offer,” he explained.
Drawing from his extensive experience as a former advertiser with Guinness, Nigerian Breweries, and Jotna Group, Dr. Agu brings a unique perspective to his role. “This is only the second time in a long period that an advertiser chairs the ASP. Advertisers have often felt that previous chairs were out of touch with the practical realities they face. But as both an advertiser and a regulator, I know what is right and wrong, and I understand the importance of adhering to the code,” he asserted.
Regarding the use of superlatives in advertising claims, Dr. Agu pointed out that terms such as “best” require clear substantiation, especially within competitive categories. “Superlatives must be finite. You can’t simply declare your brand as the ‘best’ without evidence. Comparative and superlative claims have clear guidelines in the code,” he said.
Dr. Agu further noted that many industry professionals, despite claiming familiarity with the code, continue to breach its guidelines, suggesting a gap in their comprehension. “Those who say they’ve read the code often make violations that indicate they didn’t fully understand it. The rules on comparative advertising and the use of superlatives are clear, but it’s crucial to thoroughly understand and follow them,” he advised.
In his closing remarks, Dr. Agu encouraged all advertising professionals to thoroughly read and understand the advertising code of practice. “The rules are set out for everyone. Take time to read and truly understand the guidelines, especially around comparative and superlative claims. With multiple brands competing in each category, you cannot simply assert superiority without substantiation,” he concluded.
Through this renewed call for knowledge and compliance, Dr. Agu aims to foster a more transparent and ethically grounded advertising industry that prioritizes consumer protection and upholds high standards of professionalism.
