Advertising Standards Panel To Crackdown On Unethical Ads

The Advertising Standards Panel (ASP), operating under the Advertising Regulatory Council of Nigeria (ARCON), has reiterated its commitment to enforcing stricter compliance with ethical codes in advertising amid growing concerns about deceptive and culturally insensitive content.

Speaking at a stakeholder forum in Lagos, ASP Chairman Dr. Emmanuel Agu detailed the Panel’s vetting process for all advertising and marketing communications targeting Nigerian audiences.

Attended by top industry figures including Udeme Ufot, Lanre Adisa, and Tolu Medebem, the forum underscored the urgent need to curb misleading practices and reinforce credibility within the sector.

Dr. Agu explained that the vetting process begins with submission and payment to ARCON, after which the Panel rigorously evaluates each advert’s content for compliance with the Nigerian Code of Advertising.

He noted that areas of scrutiny include language, imagery, health and product claims, and sensitivity to cultural, social, and religious contexts.

The scope of regulation covers a broad spectrum of media—from TV, radio, and print to digital content, influencer marketing, packaging, and outdoor campaigns. Some exceptions apply to vacancy ads, public notices, obituaries, and financial statements.

The ASP chairman warned that content violating advertising standards—such as false or exaggerated claims, indecent or offensive messaging, hate speech, unauthorized medical endorsements, and illegal use of trademarks or celebrity likenesses—will face severe penalties.

These include ad rejections, mandated withdrawals, monetary fines, legal referrals, licence suspensions, and compulsory public apologies. Grave violations may be escalated to the Advertising Offences Tribunal (AOT).

Dr. Agu also emphasised the importance of ensuring that Nigerian models are used in local advertisements unless a waiver has been granted for foreign talent, and that all prices must be displayed in Naira.

He acknowledged that one of the major regulatory challenges today lies in monitoring the fast-growing influencer economy, informal ad practices, and the influx of cross-border digital content.

The ASP is exploring new tools and technologies including artificial intelligence to improve ad monitoring, streamline compliance checks, and strengthen transparency within the advertising ecosystem.

Contributions from other speakers further highlighted the legal and operational landscape of ethical advertising. Lanre Adisa spoke on the evolving expectations from stakeholders, Barrister Charles Odenigbo of the Centre for Media Studies outlined the legal frameworks guiding advertising practice, and Joe-Eugene Onuorah, ARCON’s Director of Regulations, presented the Council’s expectations from advertisers and agencies going forward.