Dr. Lekan Fadolapo, Director General of the Advertising Regulatory Council of Nigeria (ARCON), has reaffirmed the commitment of the regulatory apex body to penalize any individuals or organizations, such as OAPs, influencers, skit makers, advertising agencies, and brand owners who breach the Nigerian Code of Advertising and the ARCON Act by broadcasting unapproved ad campaigns.The Director General stated that majority of unapproved campaigns and hypes from certain individuals have had negative impact on the society.

In an exclusive chat with MARKETING EDGE, Dr. Fadolapo emphasized that even when a campaign has been reviewed and approved by the Advertising Standards Panel (ASP), AOPs, influencers etc must still submit their hype messages to the council for approval before it can air on any medium.

His words: “Any hype that is brand- related or for brand communication must not only be censored, but also align with Nigeria’s code of Advertising. It has been observed that a portion of Influencers engage in actions that are even more detrimental than those of OAPs. Specifically, they share content that promotes Ponzi schemes, resulting in monetary losses for their followers and subsequently tarnishing our image as a whole. As previously stated, this behaviour is deemed illegal and those who partake in it are participating in unlawful activities.”

Giving instances on how some of the exaggerated campaigns or hypes have caused more harm, he said, “Not long ago there was a case of an individual who complained that a property company duped him because of the alleged promise the company made to him and couldn’t fulfill.

“This is especially evident in the real estate industry, where complaints have arisen about certain property companies being dishonest with their customers. These companies have been accused of promising a 40% discount on future purchases if a customer buys from them, but these claims remain unproven. Unfortunately, this false advertising has caused significant harm and damage for many individuals.”

The DG added that there are also cases where some brand owners claim that when people buy medication from them it will cure so many ailments but those claims are usually also false. He therefore said it is on these bases that ARCON needs to act and draw the line.

“It is important for all individuals, including influencers and media personalities, to be aware of the rules and regulations that govern these activities. These guidelines apply to everyone in order to ensure fairness and accountability.

“The definition of advertisements already emphasizes the importance of conducting ad campaigns in a proper manner. Failure to regulate these exaggerations may result in unimaginable consequences and potentially harm the public,” he said.