ITPAN Supports ARCON’s New Policy Of 75% Local Content For Nigerian Adverts


The Independent Television Producers Association of Nigeria (ITPAN) has announced its support and delight to receive the delightful news of the ARCON’s new policy to compel a minimum of 75% cumulative local content in Nigerian advertisements.

The announcement was made following the release signed by the Director-General of the Advertising Regulatory Council of Nigeria, ARCON, the Federal Ministry of Information and Culture, and the National Assembly to have finally and jointly decided on a more effective regulatory framework to guide and protect the practice of Advertising and its ancillary businesses in conformity with the best practices within the global advertising community.

“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, ban use of foreign models and voice-over artists on any advertisement targeted at the Nigerian advertising space with effect from October 1, 2022.”

ITPAN has long been an advocate and campaigner for urgent and critical policy interventions to save the practice and business of advertising in Nigeria. This was made even more imperative by the frightening rate at which the production of audio-visual materials like TV commercials and documentaries was being ferried away from Nigeria by advertisers and their agencies due to an abysmally weak regulatory environment.

However, in the ADNEWS publication dated 11 October 2002, the former President of ITPAN Mr. Femi Odugbemi lamented saying “Our advertisers and agencies are investing locally generated money to develop the production industry in other countries” which obviously do not need our generosity.

According to ITPAN, “It is therefore gratifying to identify with and fully endorse the noble determination of the Advertising Regulatory Council of Nigeria, not only to stem the hemorrhage but to deliberately put in place a policy environment that will protect and encourage the rebuilding of a viable and sustainable advertising industry for the overall good of our national economy, to the profit of the practitioners and for the cultural benefits of our people. At fruition, this new policy will put an immediate end to the acts of ferrying production of audio-visual advertisement materials to producers in foreign countries as well as discourage the use of foreign models and voice-over artists thereby returning the jobs to equally and even better skilled Nigerians.”

“As a direct consequence, the very many lost briefs and jobs shall return while our languishing production equipment shall find opportunities for productive engagements. On their part, business owners shall be encouraged to reinvest and re-employ those who had been redundant; new investors and investments shall be attracted to bring in funding opportunities that financial institutions can leverage on.”

“This bold commitment by the regulator and government deserves the total support and equal commitment of all stakeholders’ organizations including ADVAN and other practitioners to bring the initiative to full fruition for our mutual benefits.”

“To this end, we strongly recommend that ARCON must demand total compliance with this new policy regime in order that the Advertising industry and its ancillaries may fully return to add value to our national desire to become Big, Strong, and Formidable.”

“On our part, ITPAN hereby commits to engage with ARCON and other critical stakeholders to begin the rejuvenation process by developing ideas and strategies as well as implementing strategic partnerships and business opportunities that can lead to a more prosperous and sustainable industry for Nigeria and it’s people.”

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