The Advertising Regulatory Council of Nigeria (ARCON) has announced plans to strengthen its oversight functions across traditional and digital platforms to promote ethical advertising, curb deceptive content, and rebuild investor and consumer trust.
The Director-General of ARCON, Olalekan Fadolapo, made this disclosure during the Advertising Standards Panel (ASP) Stakeholders’ Forum held on Thursday in Lagos. He said the Council is responding to the evolving complexities in the global advertising ecosystem, particularly driven by the rise of the digital economy and artificial intelligence.
“Before now, we had just traditional media: print and broadcast. But the digital economy has changed everything. Today, you can sit in another country and push content into the Nigerian market,” Fadolapo said.
Fadolapo expressed deep concern over the economic losses from misleading adverts, noting that deceptive marketing and digital fraud have cost the Nigerian economy between ₦1.2 trillion and ₦1.5 trillion.
“If what was taken out of the economy through deceptive adverts and shipping fraud is between ₦1.2tn and ₦1.5tn, then we must understand who is paying for these losses—consumers and legitimate businesses,” he warned.
He added that AI-generated adverts—especially those making unverified health claims—pose a serious risk to public trust and necessitate immediate attention from stakeholders and regulators.
Reaffirming the Council’s legal mandate, Fadolapo stressed that all advertising content must be vetted and approved by the Advertising Standards Panel before being disseminated to the public. He emphasized that the core principles of advertising—legality, decency, honesty, and truthfulness—remain non-negotiable.
“Advertising is not just about freedom of expression. It must be legal, decent, honest, and truthful,” he stated, adding that a robust vetting process is essential to prevent the erosion of public confidence in the marketing ecosystem.
Chairman of the ASP, Emmanuel Agu, also addressed the forum, reiterating the ASP’s mission to protect public interest and ensure that advertisements reflect the values and culture of the Nigerian society.
“Our duty is to ensure that all advertising content upholds public interest, promotes fair competition, and preserves Nigeria’s cultural values,” Agu said.
He also highlighted the inter-agency collaboration that powers the ASP, involving stakeholders such as the Central Bank of Nigeria (CBN), Securities and Exchange Commission (SEC), NAFDAC, and the Nigerian Communications Commission (NCC).
Adding to the discourse, Lanre Adisa, Chairman of the Heads of Advertising Sectoral Groups (HASG), urged practitioners, media owners, and content creators to support ARCON’s reforms as Nigeria’s advertising industry approaches its 100th anniversary.
“With digital disruption and global content flow, we must evolve fast. Regulation must protect not just brands and consumers, but also our economy,” Adisa stressed.
ARCON said it will continue strategic engagements with media houses and advertising practitioners to improve transparency, accountability, and compliance with global standards.
The Council’s renewed regulatory posture is aimed at positioning Nigeria’s advertising industry as a credible and investor-friendly space. Experts believe these reforms are critical to attracting foreign investment, boosting brand confidence, and encouraging responsible digital marketing practices.
In a digital-first economy where cross-border content dissemination is effortless, ARCON’s insistence on ethical standards comes at a critical time. The Council’s proactive steps could determine how well Nigeria’s advertising sector adapts to emerging technologies without compromising public trust.