Don't let messages undermine national unity, FCT minister advises advertisers

As the 2023 General Elections approach, marketing communication practitioners have advised not to allow messages that could undermine the democratic/electoral process as well as the unity and stability of Nigeria in the public arena .

The advice was given by Federal Capital Territory Minister Mallam Mohammed Musa Bello in Abuja on Wednesday during the 2022 National Advertising Conference of the Advertising Regulatory Council of Nigeria (ARCON), on the theme, The Marketing Communications Industry in Nigeria: Trends, Challenges and Prospects”.

Bello noted that ARCON's vision of promoting responsible and ethical advertising practices as well as acting as the conscience of society and a watchdog for consumers, is particularly relevant and timely as it approaches 2023 elections.

According to him, political advertising was a very important part of campaigns, adding that advertisers tended to go overboard and provoke several critical lies while trying to get their messages across to voters.

"The vision of the Advertising Regulatory Council of Nigeria (ARCON), which, among other things, is the promotion of responsible and ethical advertising practices, acting as the conscience of society and watchdog for consumers, is particularly relevant and timely as the 2023 elections draw near.

"Political advertising, as we know, is a very important part of campaigns and the tendency of advertisers to go overboard and provoke several critical lies while trying to get their messages across is always a factor that cannot be neglected.

“You therefore have a responsibility to ensure that during campaigns, messages that could undermine the democratic/electoral process or even the unity and stability of the country are not allowed in the public space” , advised the Minister.

He said the theme for this year's advertising conference was not only germane, but also timely as it seemed to take a close look at the advertising industry in all its ramifications.

Bello asserted that “the role of the marketing communications industry in business growth and, by extension, the Nigerian economy cannot be overstated.”

“Your professional expertise is perhaps needed more than ever at this stage, given the current difficult economic times which are not limited to Nigeria alone.

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“You therefore bear the burden of responsibility to comply with all procedures and guidelines governing your industry, as you have an obligation to meet the needs of your clientele and the general public in Nigeria,” he said .

The Minister then expressed the hope that at the end of the conference, far-reaching decisions on how best to position the marketing communications industry for sustainable growth and development "and ultimately account for the benefit of the Nigerian people" would be taken.

Speaking earlier in his welcome address, ARCON Chief Executive Dr Olalekan Fadolapo said the 2022 conference comes at a time when the publicity "regulatory framework is undergoing fundamental changes aimed at improving the practice and business of advertising in Nigeria".

According to him, “the recent repeal of the Advertising Practitioners Council of Nigeria (Registration etc.) Act which established the Advertising Practitioners Council of Nigeria (APCON) and the enactment of the No. 23 of 2022 on the Advertising Regulatory Council of Nigeria is not just a name change, but an enhancement of the duties, mandates and accountability of the regulatory body."

Fadolapo said the advertising industry was threatened by a growing sense that the business and practice of advertising was in decline.

"This year's theme is timely and couldn't have come at a better time.

"As we all know, our industry is under threat. There is a growing sense within and outside the industry that the business and practice of advertising is in decline.

"In order to arrest the apparent decline in performance standards as well as restore trust and respect, ARCON, in collaboration with all stakeholders, has taken on the responsibility of interrogating the body of knowledge, known as publicity , as well as improving the commercial framework and standards.

“This conference therefore provides an opportunity for the current and future needs and challenges of the advertising industry,” said DG ARCON.