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| Osamede Uwubanmwem. |
The Advertisers Association of Nigeria, (ADVAN), national body that represents advertisers in Nigeria, has disagreed with the Advertising Regulatory Council of Nigeria, (ARCON) over the ban of foreign models in Nigerian advertising and the manner in which the apex advertising regulatory body had handled Hayat Kimya and Mainsail Media Limited alleged indebtedness.
In statement signed by the
Executive Council Advertisers Association of Nigeria, the advertisers sectoral
group said that “It is ADVAN‘s standpoint that the recent ban on foreign
models, was not well thought out. It is a poorly researched and ineffective
attempt at seeking a solution for sustainable growth in the advertising
industry.”
“Nigeria, as a country
in the global economy, has an expatriate policy which allows for non-Nigerians
to be gainfully and legally employed by Nigerian organisations, in adherence to
the stipulations of the law, adding that “Any such ban contravenes the
aforementioned policy, and presents Nigeria – a country that has a significant
percentage of its population seeking income opportunities outside Nigeria, as a
strict, insular, and nonreciprocal society. It is a widely known fact that
Nigerian model, creatives, and voice-over artists are also beneficiaries of the
friendly cross-border work/trade interactions that currently exist. This ban
puts a distinct demography of Nigerians of employable age – especially youths
who make up the large number of those in this space, at a significant
disadvantage with their global counterparts.”
Furthermore, ADVAN,
therefore, believes that such a ban is not only harmful to Nigeria and
Nigerians, but is also discriminatory, exclusionary, and does little to advance
Nigeria’s commitment for instance, to the implementation of the African
Continental Free Trade Agreement AfCFTA, which Nigeria and Nigerian businesses
stand to benefit from. Neither does it protect (as it claims), the interests of
Nigeria’s burgeoning youthful population- many of who are in this field.”
“While it is
beneficial to create opportunities for local businesses and talents, it is
counterproductive to do so in a manner that creates a harmful perception of the
Nation, as an over-regimented and unwelcoming society,” Executive Council of
ADVAN stated further.
Additionally, the use of
foreign models by advertisers, does not represent a significant percentage in
the Nigeria advertising scene. This is evident in the monumental growth in the
Nigerian music, creative, and movie industries, where it has been made apparent
that Nigerian talents are very respected and sought after - home and
abroad. Nigerian brands have also wholeheartedly embraced home grown
talent in their brand building activities and have done so without any
unnecessary government fiat, therefore, such a ban is totally unwarranted and
self-serving in nature.
In its recommendation, ADVAN
said, “In seeking development for the Nigerian advertising landscape, our
recommendation will be for government to embrace comprehensive stakeholder
interactions and inclusivity in their policy creation and implementation. This
will provide clarity for reasons behind the decline of advertising budgets, and
the most beneficial solutions in attracting increased spend. Regulation and
regulators must be collaborative and inclusive, rather than confrontational in
nature to help develop a given industry.”
Meanwhile, on the
press release ARCON issued recently on Hayat Kimya Limited, ADVAN said that it
reads with deep regret, the statement put out by ARCON, a government agency,
seeking to meddle in an unwholesome manner, in a contractual dispute bordering
on alleged fraud that is currently the subject of investigations by the
appropriate law enforcement agency(ies).
“ADVAN states unequivocally
that ARCON’s statement reeks of an underhand attempt to subvert the ongoing
process in what has been alleged a criminal issue. This is against the rule of
law as espoused by the President Muhammadu Buhari administration.
ADVAN, therefore,
wants to use this medium to reiterate that Hayat Kimya Ltd, a member of ADVAN,
is a responsible and law-abiding organization in Nigeria,” the statement
stated.
The ADVAN signed press
statement emphasised on the need for contractual agreement tobe upheld parties,
it further stated that “While advertisers body supports the need for
contractual agreements to be upheld by all parties concerned, we also advise
all parties including ARCON to allow the relevant bodies empowered by the
Nigerian constitution on issues of dispute resolution and, or breach of
contracts, to carry out their full investigation and make available their
findings after the completion of investigations.
“It is an overreach
for ARCON as a regulatory institution, to demand an outcome in an ongoing
business and contractual dispute, that has already been reported to relevant
authorities when it is neither a law enforcement agency nor a court of law.
It is our hope that
ARCON in its position will create structures towards ease of doing business in
an already chaotic advertising environment, as well as be the catalyst for
peaceful co-existence among stakeholders. “
“We would like to reiterate
that the entire industry is better served in an atmosphere of collaboration,
mutual respect, and trust. We therefore enjoin ARCON and other relevant
stakeholder associations to see businesses - who represent the bulk of
advertisers in Nigeria, as partners in progress,” the statement reassured.
ADVAN has reiterated its
close working relationship with APCON, now ARCON through the years,
collaborating in various capacities, to support policy implementation, towards
the growth and advancement of the industry.
The ADVAN President,
Osamede Uwubanmwem said that ADVAN was a very active member of the debt
reconciliation committee set up by APCON, in 2012, to investigate and seek out
a lasting solution to the purported industry debts, and ADVAN continues to
serve in various committees on ARCON.
ADVAN is the only national
body that represents advertisers in Nigeria (Multinationals, large corporate
establishments, and SMEs) which utilize the activities of marketing to promote
their goods and service, since its establishment in 1992.
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