ARCON reform urged as advertisers appeal to President after regulator scores just 3% in 2025 government performance report

The Advertisers Association of Nigeria (ADVAN) has appealed directly to President Bola Ahmed Tinubu over the operations of the Advertising Regulatory Council of Nigeria (ARCON), following the agency’s abysmal 3 percent rating in the Federal Government’s 2025 Business Facilitation Act performance report.

Also read: ARCON slams OYSAA over unlawful pre-exposure vetting directive

In a letter addressed to the President, ADVAN criticised ARCON for operating without a properly constituted council, enforcing unclear regulations, and imposing arbitrary vetting and promotional fees.

The industry body argued that such practices have undermined business confidence, reduced advertising spend, and negatively impacted employment and government revenue.

ADVAN, representing brand owners responsible for over 90 percent of Nigeria’s annual marketing spend, said the council’s actions, including the combination of regulatory, prosecutorial, and judicial roles in its tribunal, threaten the constitutional and operational integrity of the advertising sector.

“The absence of a council, combined with arbitrary approvals and inconsistent vetting, has created uncertainty, deterred investment, and eroded trust in Nigeria’s regulatory environment,” the letter read.

ADVAN further highlighted the exclusion of advertisers from policy discussions and interference in private contracts as central concerns.

The association called for urgent presidential intervention, proposing an independent audit of ARCON’s governance, the formal establishment of its council with industry representation, and enforceable service standards to ensure transparency and accountability.

According to ADVAN, the low 3 percent score, which placed ARCON last among 69 federal agencies, reflects not marginal underperformance but a fundamental institutional failure.

Several other agencies achieved scores above 80 and 90 percent under the same evaluation framework, demonstrating that high governance standards are attainable.

“The industry is not asking for the absence of regulation, but for fair, transparent, and predictable regulation that encourages growth while protecting consumers,” the letter stated. ADVAN stressed that decisive leadership action is required to protect Nigeria’s creative economy and maintain investor confidence.

Also read: Federal High Court upholds ARCON’s authority over outdoor advertising

The industry’s appeal marks a critical moment for Nigeria’s advertising and creative sector, with stakeholders urging reforms that balance regulatory oversight with the needs of businesses that collectively invest billions in the nation’s economy.