ARCON Accuses ADVAN of Media Campaign to Undermine Advertising Industry Reforms

Sunday Ehigiator

The Advertising Regulatory Council of Nigeria (ARCON) has accused the Advertisers Association of Nigeria (ADVAN) of orchestrating a media campaign aimed at derailing ongoing reforms in the country’s advertising sector.

In a statement yesterday, signed by ARCON Director-General, Dr. Olalekan Fadolapo, the regulator dismissed ADVAN’s recent open letter to President Bola Ahmed Tinubu as a “calculated attempt” to halt reforms tied to the Federal Government’s Nigeria First Policy and new industry payment directives.

ARCON rejected claims in the letter alleging that its policies had caused declining media spend, investor exits, and overregulation.

The council said, “If a case is sub judice, why take it to the media?”, referring to the multiple lawsuits ADVAN has filed challenging ARCON’s regulatory powers.

The regulator also challenged ADVAN’s claim that its members account for over 90 per cent of Nigeria’s advertising spend.

“ADVAN members do not contribute 90 per cent of the Nigerian advertising industry spend nor do they conduct business worth ₦800 billion as claimed. ADVAN members contribute less than 10 per cent of the advertising industry spend and its membership has declined in recent times due to poor leadership,” ARCON stated.
In an unusually direct swipe at ADVAN President, Mr. Osamede Uwubanmwen, the council added, “His employer cannot boast of ₦1 million in annual advertising spend.”

ARCON also demanded evidence for ADVAN’s allegations that reforms have triggered a decline in advertising investment and caused companies to exit Nigeria.

“ADVAN is challenged to provide verified data on the alleged decline in advertising spend as well as publish the names of organisations that have exited Nigeria because of the industry reforms,” the statement said.

On a separate matter, the regulator rejected a 3 per cent performance rating from the Presidential Enabling Business Environment Council (PEBEC), describing it as “biased and part of a coordinated effort to undermine ARCON’s authority.”

The council of trustees of ADVAN, led by Aare Fatai Odeshile, was also criticized for co-signing the letter.

“The publication, which is misleading and deceptive, reflects poorly on the entire leadership of ADVAN,” ARCON said.
Highlighting the goals of its reforms, the regulator said, “The era of lawless advertising with impunity is over. ARCON will resist all attempts and blackmail by ADVAN or any other group(s) to halt the ongoing advertising industry reforms. ARCON will remain focused and resolute in promoting the Nigerian First Policy.”