Nigeria’s Minister of Information and National Orientation, Mohammed Idris, has expressed support for the promotion of local content in the practice of advertising in Nigeria as part of efforts to bolster growth and investments in the country’s media and advertising industry.
In his first official visit to the Advertising Regulatory Council of Nigeria (ARCON), the Minister encouraged the agency to intensify its efforts in securing jobs for teeming Nigerians through local production of advertising content.
Happening Now: The Honorable Minister of Information & National Orientation, @HMMohammedIdris in continuation of his familiarization tour of agencies and parastatals under the Ministry visits The Advertising Regulatory Council of Nigeria(ARCON) office in Abuja. He was received by… pic.twitter.com/elkH89aBLC
— Fed Min of Info & Nat’l Orien (@FMINONigeria) October 13, 2023
“Many opportunities in the industry are lost to other countries despite our rich capacity, which indeed is the pride of Africa,” the Minister said, noting the foreign production of advertising content, meant for the Nigerian market, leads to unnecessary capital flight.
“We cannot afford to have unnecessary capital flight out of Nigeria when our population is growing along. So many young people are there looking for jobs. And if these jobs are allowed to leave this country, then it’s going to be a disaster for us in the future.”
During the meeting, the Minister commended ARCON for its efforts in promoting local content, innovation, and best international practices in advertising. He also expressed his satisfaction with the audience measurement insights by the agency amid efforts to ensure maximum returns on media investments.
The Director General of ARCON, Olalekan Sadolapo thanked the Minister for supporting the ongoing reforms by the agency aimed at discouraging foreign-produced advertisements for the benefit of the country’s advertising industry.
“We should encourage Nigerians and Nigerian companies to use Nigeria as an advertising hub,” he told Voice of Nigeria at the end of the meeting with the Minister.
“This is critical to us. We will roll our sleeves and ensure we continue to regulate the industry and make it healthier and profitable for people with investment in the industry.”
The Minister’s visit is a significant step towards ensuring that advertising practices in Nigeria are regulated and controlled to promote local content and protect consumers.
The visit to ARCON is a continuation of the Minister’s tour of agencies under the Ministry of Information and National Orientation, which began on Tuesday, to assess their operations and ensure that they are aligned with the Renewed Hope Agenda of the administration of President Bola Ahmed Tinubu.
