The Heads of Advertising Sectoral Groups (HASG) have issued a formal response to recent reports concerning the proposed establishment of a body called Chartered Out-of-Home Media Practitioners of Nigeria (Establishment) Bill, 2024, refuting claims that the bill had the endorsement or backing of the sectoral body.
In a statement to LEADERSHIP, HASG clarified that the bill, which has been highlighted in the media, was never presented to or discussed by HASG.
We learnt about it from the media as did everyone else. It was never presented to or discussed by the HASG at any point, the statement read.
The bill, which recently passed its second reading in the Senate, is designed to establish a regulatory body that would oversee and promote the practice of out-of-home (OOH) media in Nigeria.
The bill, which was sponsored by Senator Enyinnaya Abaribe, seeks to standardise and professionalise the OOH sector, addressing key issues such as environmental impact, industry standards, and professional competence.
Despite the bill’s intentions, HASG has expressed significant reservations, stating that the group believes that the existing regulatory framework, managed by the Advertising Regulatory Council of Nigeria (ARCON), is robust enough to address emerging concerns.
We believe that the extant regulatory apparatus as currently set up by the government is robust enough to accommodate and respond to emerging concerns, HASG stated.
They further noted that many elements of the bill “are currently in line with the Advertising Law,” while others require “discussion and agreement with critical stakeholders at state and local government levels for meaningful resolution.”
Chairman of HASG, Lanre Adisa also emphasised the potential risks of introducing a new regulatory body, warning that, it could fragment the existing system, weaken the marketing communications industry, and substantially increase operational costs.
“Duplicating or splintering the existing regulatory framework will weaken rather than strengthen the marketing communications industry and further increase its operational costs substantially,” Adisa, who also doubles as the president of the Association of Advertising Agencies (AAAN) said.
On the whole, the body clarified that they do not align with the bill as it currently stands and will continue to engage with all parties to find a solution that benefits the industry within the existing regulatory framework.
“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,” he said.
