Advertising Council Tasks Stakeholders On Improved Business Framework

The Advertising Regulatory Council of Nigeria (ARCON) has called on stakeholders to engage in meaningful conversation that would improve business framework and standard of practice to move the industry forward.

Dr Olalekan Fasolapo, the Director-General of ARCON, made the call at the opening ceremony of the 2022 National Advertising Conference on Wednesday in Abuja.

The two-day conference with the theme, “The Marketing Communications Industry in Nigeria:The Trends, Challenges and Prospects” is organised by ARCON.

Fasolapo said the 2022 edition of the conference is happening at a time the regulatory framework is going through some fundamental changes which aimed at improving the practice and business of advertising in Nigeria.

“The repealing of the Advertising Practitioners Act which establish ARCON happened this year.

"It is not just a name change, but improvement on the duties, mandate and the responsibilities of the regulatory agency.

“This is the first edition of the conference under a new regulatory regime and promises to be educative and insightful.

“This year’s theme is timely and could not have happened at a better time, as you are all aware that our industry is threatened.

"There is a growing trend within and outside the industry that the business and practice of advertising are on the decline.

“In other to arrest this decline is the performance standard and restore confidence and respect in the advertising practice.

“This conference therefore provides an opportunity to discuss the current and future needs and challenges of our industry.

“I imploy all stakeholders to be frank in their discussions and contributions so that at the end of the discussion, we will take meaningful decision that will move our industry forward." Fodolapo said.

He explained that his Council, in collaboration with all stakeholders, has taken up the responsibility to interrogate the body of knowledge called advertising, as well as improve the business framework and standard of practice.

The ARCON boss also appreciated President Muhammadu Buhari, Minister of Information and Culture, Alhaji Lai Mohammed, National Assembly, especially Chairmen of Committees on Information, National Orientation and ethics, and many others for their support towards the establishment of the Council.