The Director of Regulations at ARCON, Martha Ugbomma Onyebuchi, has proposed that advert materials submitted to the Advertising Standard Panel (ASP) with nebulous or wrong information should attract heavy fine and other sanction, and noted that till date, only advertisements exposed in the media attract sanctions.
Onyebuchi, made the submission while making a presentation as a keynote speaker on the topic “Nigerian Code of Advertising: Vetting Processes and Procedures.” at the ASP Stakeholders’ Forum held recently at Sheba Event Centre, Ikeja Lagos. The forum was organised by ASP, a statutory organ of the Advertising Regulatory Council of Nigeria (ARCON).
She added that one of the things her presentation hopes to solve is the problems of wrong submission that ASP has with agencies and advertisers.
She said that the code of advertising which is supposed to guide all creatives being churned out by agencies has not been adhered to.
She explained, “We have issues with applications that come in and when the violation unit writes a letter to the defaulting agencies, the next thing you will hear is that, what we put out was not advertising, it was just an engagement with our stakeholders.”
Onyebuchi advised advertisers to get familiar with the new meaning of advertising as stipulated in the ARCON Act.
She also explained that the guiding principles of the advertising code states that all advertisements exposed to Nigerians should be deferential and mindful of Nigeria’s culture and religion, to avoid national unrest.
She emphasised that adverts should be prepared with a high sense of social responsibility.
Earlier in his welcome address, Dr. Olalekan Fadolapo, Director General of the Advertising Regulatory Council of Nigeria (ARCON) said that the forum was put in place to discuss responsible advertising as regards statutory regulations, to avoid security and other issues that could arise from any irresponsible communications.
He noted that the one-day event was not the end of the conversation but a continuous one. In his words, “Although this may be a one-day event, the forum is a continuous conversation. We are poised to enhance the level of compliance in advertising with continuous conversations. If you still want to get answers or more clarity, we are available.”
The event featured a panel session, where experts such as Omowunmi Owodunni, ASP Chairperson; Martha Ugbomma Onyebuchi, Director of Regulations ASP; Yinka Adebayo, Group Executive Director at Omnicom Media Group and Dr. Emmanuel Agu, a marketing Expert dissected key issues on ethical advertising practices, compliance, vetting processes and procedures of code of advertising.
Distinguished guests such as Alhaji Bello Kankarofi, former ARCON Registrar; Idorenyen Enang, President of the National Institute of Marketing of Nigeria (NIMN); Osamede Uwubanmwen, President of Advertisers Association of Nigeria (ADVAN); Tolulope Medebem, President, Experiential Marketers Association of Nigeria (EXMAN); as well as other sectorial group leaders and experts graced the event.
