Nigeria’s advertising regulator announced a ban on using foreign talent in television advertisements. This makes it the first-of-its-kind move which means that foreign models and voice-over artists will be completely banned.
The measure will take effect from October 2022. And is expected to boost work available for home-grown talent. Up until now, the Nigerian advertising sector used a large proportion of white British models and voice-over artists.
The move is motivated by the Federal Government’s interest in developing local talent, inclusive economic growth, and growing the West African country’s advertising industry.
Before the ban was announced, companies had to pay a 100,000-Naira (about $240) tariff for every foreign model used in an advert. This made Nigeria one of the world’s most uncompromising environments on media representation.
The announcement
The Advertising Regulatory Council of Nigeria (ARCON) issued the directive on Monday (August 22).
“ARCON, being the apex advertising, advertisement and marketing communications’ regulatory agency of the Federal Government, has in accordance with its statutory mandates, responsibilities. And powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022 bans the use of foreign models and voice-over artists on any advertisement targeted of exposed on the Nigerian advertising space with effect from Ist October 2022,” Fadolapo said.
“All advertisements, advertising, and marketing communications materials targeted or exposed on the Nigerian advertising space are to use only Nigerian models and voice-over artists,” the council stated.
However, he explained that ongoing advertising and marketing campaigns are permitted to run out of their duration after which the ban will be enforced.
“However, subsequent applications for revalidation for continued exposure of such materials will not be granted by the Advertising Standards Panel (ASP),” Fadolapo said.
According to local media reports, Nigeria’s president Muhammadu Buhari recently signed into law a bill giving ARCON the mandate of ensuring the preservation of local Nigerian content. And the use of indigenous skills as an important element in local advertising marketing communication services.
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