The federal government has banned the use of foreign models
and voice-over artists for advertisements targeted at Nigerians.
Olalekan Fadolapo, director-general of the Advertising
Regulatory Council of Nigeria (ARCON), disclosed this in a statement on Monday.
Fadolapo said the new policy will take effect from October
1, 2022.
He said the move was aimed at promoting local content and
talents, and increasing economic growth.
“In line with the
federal government’s policy of developing local talent, inclusive economic
growth and the need to take necessary steps and actions aimed at growing the
Nigerian advertising industry, the Advertising Regulatory Council of Nigeria
(ARCON), being the apex advertising, advertisement and marketing
communications’ regulatory agency of the federal government, has in accordance
with its statutory mandates, responsibilities and powers as conveyed by the
Advertising Regulatory Council of Nigeria Act No. 23 of 2022, bans the use of
foreign models and voice-over artists on any advertisement targeted or exposed
on the Nigerian advertising space with effect from 1st October 2022,” the
statement reads.
“All advertisements, advertising and marketing
communications materials are to make use of only Nigerian models and voice-over
artists.
“Ongoing campaigns are permitted to run out their terms,
however, subsequent applications for re-validation for continued exposure of
such materials will not be granted by the advertising standards panel (ASP).
“Advertisers,
advertisement agencies, media houses, advertising community and the general
public are hereby enjoined to take note.”
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