ARCON Issues Strong Warnings On Misinformation, Exaggeration By Skitmakers, Influencers, Brands


The Advertising Regulatory Council of Nigeria (ARCON) has sounded a stern warning against the rising tide of misinformation, disinformation, exaggeration, unverified promises, unsubstantiated claims, and brand hype perpetrated by online personalities, skit makers, influencers, and brand owners.

In a strongly-worded press statement issued on Monday, February 19, 2024, ARCON’s Director-General, Dr. Olalekan Fadolapo, expressed grave concerns over the negative impact of such violations on the Nigerian advertising landscape and the nation’s economy.

According to Dr. Fadolapo, the Council has received numerous complaints about the dissemination of misleading information, falsities, and unsubstantiated claims by various stakeholders in the advertising industry. These transgressions, he emphasized, have resulted in significant losses of savings and investments for many Nigerians, and in some cases, have even posed medical challenges.

“The spate of misinformation, disinformation, exaggeration, unverified promises, unsubstantiated claims, and brand hype by OAPs, skit makers, influencers, and brand owners is not only worrisome but has also led to loss of savings, investments and has caused medical challenges in some cases,” the statement read.

Reiterating ARCON’s commitment to upholding the highest standards in advertising, Dr. Fadolapo reminded all stakeholders that all advertisements targeting the Nigerian market must conform to the Nigerian Code of Advertising and other ARCON pronouncements, as stipulated by the ARCON Act.

“This is to reiterate that all advertisements and advertising in Nigeria or targeted at the Nigerian market must align and conform with the Nigerian Code of Advertising and other pronouncements of ARCON in line with the ARCON Act,” he stated.

In a stern warning, the ARCON chief declared that the Council would no longer tolerate the abuse of the advertising space by errant stakeholders, citing the negative impact on the economy and the citizenry at large. He vowed to prosecute any individual or corporate entity found guilty of sponsoring, creating, or exposing unapproved advertisements on any medium without the approval of the Advertising Standards Panel (ASP).

This comes in the wake of growing concerns over the unchecked proliferation of misleading and unsubstantiated claims, particularly on social media platforms, where many influencers and skitmakers have amassed significant followings, which brand owners leverage on to advertise, promote their brands. Critics have long argued that the lack of regulatory oversight in this sphere has contributed to the erosion of trust and the dissemination of potentially harmful information.

As Nigeria’s advertising watchdog, ARCON’s decisive move has been hailed in some quarters, and it is hoped that it will restore integrity, transparency, and accountability to the industry, protecting consumers from falling prey to deceptive practices and ensuring fair competition among brands and businesses.

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