ADVAN Industry Dialogue: Stakeholders advocate collaboration for effective regulations

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Stakeholders in the integrated marketing communications, as well as allied industry, have advocated collaboration between regulatory agencies and industry players for effective regulations.

This call was recently made at the 2022 Industry Dialogue which was organized by the Advertisers Association of Nigeria, (ADVAN) with the theme “role of government regulations in the ease of doing business in Nigeria”. The event took place at Radisson Blu Hotel, GRA Ikeja in Lagos.

Dignitaries who attended the industry dialogue include Dr. Oduwole Jumoke, Special Adviser to the president on ease of doing business, Dr. Olalekan Fadolapo, Registrar/CE, Advertising Practitioners Council of Nigeria, Mrs. Dozie-Nwapa Deputy director of NAFDAC, Mr. Osamede Uwubanmwen, President ADVAN, Mr. Emmanuel Ajufo, President Outdoor Advertising Association of Nigeria, Mr. Tunji Adeyinka, President Experiential Marketers Association of Nigeria and other related associations and regulatory agencies.

Also in attendance were representatives from Lagos State Signage and Advertisement Agency,-LASAA, The National Economic Summit Group, Lagos State Ministry of Trade and Commerce, as well as other key agencies.

Speaking on the need for collaboration, the keynote speaker Dr. Jumoke Oduwole, Special Adviser to the President on Ease of Doing Business in Nigeria said that our collaboration with the private sector has continued to make it possible for us to know where the shoe pinches and creates a constant flow of ideas for pragmatic interventions.

During her speech, she said that “It gratifying to note that in the last three decades since its establishment in 1992, with top 100 companies in Nigeria as 11 pages of the newspapers continued to attempt to articulate something more.

“It appeared that in addition to the known formal taxes, levies, and charges, MSMEs bear multiple unquantified costs (both official and unofficial) associated with regulatory compliance from several government agencies, which, when taken cumulatively, significantly impact the business’ bottom line, hindering their ability to plow back such revenue into productive ventures.”

Speaking directly to the integrated marketing communication industry, Mrs. Oduwole stated that bringing this all home to today’s dialogue, by our assessment, the advertising industry in Nigeria is regulated by a combination of federal laws, state and possibly local government laws, with other subsidiary legislation including regulations and guidelines. There are at least five regulatory agencies involved in regulating advertising.

Foremost among which is the Advertising Practitioners Council of Nigeria (APCON). Other regulatory bodies include – National Broadcasting Commission (NBC), the Nigerian Communications Commission (NCC), National Agency for Food and Drug Administration and Control (NAFDAC), Lagos State Signage and Advertisement Agency (LASAA), and possibly others.

“I have recently been intimated of some specific and more general regulatory challenges that ADVAN members are currently experiencing, including delays in obtaining regulatory approvals from some agencies, and perhaps even more disturbing to us at the PEBEC is the inference of regulatory interference in day-to-day operations by the imposition of 18 to deliver the reforms that will enable your businesses to thrive,” she said.

According to her, “I am confident that this dialogue will contribute significantly to the smoothening any rough edges in the relationship between regulators and the advertising community as a whole going forward.”

Dr. Fadolapo the Registrar of APCON during the panel discussion, explained that the new Advertising Standard of Practice as a means to an end, which he explained was to promote fairness and equity in the Industry.

Also on the panel was Mrs. Dozie-Nwapa Deputy director of NAFDAC, Mr. O’Tega Ogra, An Executive Council Member of ADVAN, as well as the Group Head Brands and Corporate Communications BUA group.

The ADVAN President, Mr. Uwubanmwen in his remark thanked the keynote speaker for honouring the Association’s invitation to speak on this burning issue as well as other government regulatory agencies and the head of advertising sectoral groups who were present.

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