Federal Government Warns Advertising Agencies Over Foreign..

The Federal Government has again warned advertising agencies in the country against the use of foreign models and voice-overs in their advertising activities.

Details on this emerged yesterday at the Advertising Standards Panel (ASP) Stakeholders Forum held in Lagos.

Providing a background, the Director-General of the Advertising Regulatory Council of Nigeria, Dr. Olalekan Fadolapo, said there was no need to resort to use of foreign models in the face of abundant local talents and professionals.

“Nigeria has over 240 million people with diverse voices and faces. If you sell to Nigerians, you must feature Nigerians in your ads”, he stated, adding:

“We recognise globalisation. But within it, we must promote glocalisation.

“We want local creatives and marketing professionals to benefit from the economic value generated within their own market.”

According to Dr. Fadolapo: “Our environment, market, and culture differ from others. What works in one location may offend another. That is why gate-keeping is essential. It helps determine when an ad crosses the line.”

“ASP could approve an advert; however, another regulatory agency issues a shutdown order after it airs. When we investigate such cases. In 8 out of 10 instances, the issue arose because the submitted storyboard differed from the final produced and aired ad.”

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The Director-General stated, that even with the ASP “When we direct you to remove a scene or line, it must remain out; adding it back during production undermines the regulatory process.”

Dr Fadolapo stated that there was already a discussion on how to effectively regulate the burgeoning gaming industry in the country within the Federal Ministry of Information.

“We are studying the legal framework. We explore how we can accommodate the gaming industry within the existing ASP structure. This will not undermine the judgment”.