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HASG Proposes Amendment To APCON Act

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The Heads of Advertising Sectoral Groups (HASG), a coalition of leaders in the integrated marketing communications in Nigeria.

The Heads of Advertising Sectoral Groups (HASG), a coalition of the leaders of the various sectoral groups in the integrated marketing communications industry in Nigeria, have approached the National Assembly to amend the proposed APCON ACT CAP. A 7, L FN, 1988.

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The letter dated 16th June, 2021 and addressed to the Senate President, the President of the House of Representatives and Chairman, House Committee on Information as well as Members of the House Committee on Information, called for an amendment to certain sections of the proposed amendments to the bill sponsored by Hon. Adeyemi Akeem Adeniyi.

Noteworthy, HASG is the joint body of professionals across advertising, media independent, out of home, advertisers, broadcasters and experiential marketers as represented by the Association of Advertising Agencies of Nigeria (AAAN), Experiential Marketers Association of Nigeria (EXMAN), Media Independent Practitioners Association of Nigeria (MIPAN), Outdoor Advertising Association of Nigeria (OAAN), the Advertisers Association of Nigeria (ADVAN) and Broadcasting Organization of Nigeria (BON).

In the letter which was signed by Femi Adelusi, Chairman, HASG and President MIPAN; Steve Babaeko, President, AAAN; Bunmi Adeniba, President, ADVAN; Emmanuel Ajufo, President OAAN and Tade Adekunle, President, EXMAN, HASG commended the committee for the initiative and hard work towards the progress of the Nigerian advertising and marketing communication industry in line with today’s realities.

The body noted: “…let us assure you that we are the primary stakeholders to the Advertising Practitioners Council of Nigeria (APCON) and we over the decades have continued to engage and work with APCON in helping to ensure that the vision of Government for the industry and that the existing laws and guidelines are also effected across the industry.

 “Our recommendations are also in line with international best practices and comparable to the practice in many African countries, some highlighted below. In all of these bodies, the practitioners play very leading roles in the decision-making bodies of the various regulatory and professional bodies.”

Reeling out the names of these bodies according to their markets, it wrote: “South Africa: ICASA- Independent Communications Authority of South Africa (the authority responsible for regulating the industry), BCCSA – Broadcasting Complaints Commission of South Africa (responsible for enforcing the Code of Conduct for TV & Radio), AMF – The Advertising Media Forum, and MASA – The Marketing Association of South Africa.”

 In Kenya, it noted that apart from the Film & Poison (Pharmaceutical) Boards, all others are led by the practitioners, and these include: The Communication Authority of Kenya (the primary regulatory body), the Marketing Society (MSK) and Kenya Advertising Standards Board, just to mention a few.

“As the global marketing communications industry continues to evolve into areas of specialization, the primary stakeholders and advertiser should be involved in the decision-making process. It is therefore very critical that the Governing Council of APCON (APCON board) should have representatives from all the key advertising sectoral groups.

“For avoidance of any ambiguity or misrepresentation, let me emphasize that among our recommended amendments, our most pertinent and primary request is for the representation of all our sectoral groups on the APCON governing board,” the body emphasized.

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