AISOP: HASG Proposes Further Discussions With ADVAN


The President of Media Independent Practitioners Association of Nigeria (MIPAN) and Chairman, Heads of Advertising Sectoral Groups (HASG), Femi Adelusi has proposed further discussion with Advertisers Association of Nigeria (ADVAN) on the full implementation of the new Advertising Industry Standards of Practice (AISOP) guidelines.

According to a press statement made available to Brand Communicator and signed by presidents of MIPAN, Association of Advertising Agencies of Nigeria (AAAN), Outdoor Advertising Association of Nigeria (OAAN), and Experiential Marketers Association of Nigeria (EXMAN), HASG stated that some objections have been raised to the new AISOP guidelines by some stakeholders especially ADVAN.

Fillers from some stakeholders of ADVAN revealed that they are not too comfortable with aspects of the guideline. The press statement reads, “While noting that objections to the new guidelines were raised, notably by the Advertisers Association of Nigeria (ADVAN) despite being represented on the committee that worked on the AISOP document, the statement disclosed that APCON’s Registrar/CEO has called for a meeting to discuss ADVAN’s objections with a view to getting reactions from other sectoral heads and share its own position as the regulator.

“The new guidelines are in the industry’s best interest and he urged continuous engagement with ADVAN to gain its alignment and understanding of the need to support the industry and Micro, Small and Medium Enterprises (MSMEs), which constitute the bulk of the media houses, agencies and third-party suppliers/vendors.”

Adelusi still conveyed the endorsement of five bodies who are members of HASG on AISOP guideline, and they are AAAN, MIPAN, OAAN, EXMAN and Broadcasters Organization of Nigeria (BON).

Also, according to the release, the effective date for the implementation of the AISOP is 6th October, the date of its pronouncement by the Advertising Practitioners Council of Nigeria (APCON).

The associations stated that the guidelines will not affect contracts signed before the effective implementation date, but explained that new contracts between agencies (advertising, media, experiential and outdoor), media houses and advertisers will be based on the new guidelines.

On pitch fee implementation, the statement stated the new guidelines retains the advertiser’s freedom to start the agency selection process with a large number of agencies and gives the advertiser the liberty to carry this out in stages. It explained that payment of the pitch fee will apply from the final strategy stage of the selection process and limited to a few agencies depending on the advertisers’ capacity to pay.

“The main rationale for this is to protect the agencies, which invest significant resources into pitches and many times have complained that the ideas and strategies are used by many clients without reward,” said Adelusi.

The new guidelines also recommend that media establishments should engage stakeholders before any rate increase, taking into account that advertisers and agencies have numerous options of media channels. In the event of a post-engagement rate increase, the guidelines recommend the communication of a 30-day notice to clients/advertisers before implementation.

The new guidelines equally recommend that payment to media establishments, agencies, content producers, third party suppliers and service providers in the marketing communications industry should not exceed 45 days after campaign and must be on presentation of valid invoices to advertisers/agencies.

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