Following the recent withdrawal of the Advertisers Association of Nigeria (ADVAN) from the Heads of Advertising Agencies Sectoral Group (HASG), HASG Chairman Dr. Femi Adelusi has issued a response, calling for unity and a reconsideration of the decision.
In a letter addressed to ADVAN and obtained exclusively by Brand Communicator, Dr. Adelusi acknowledges the current challenges facing the industry, stating, “Our industry is currently going through a challenging period that requires resilience and single-minded collaboration of all stakeholders to achieve our common purpose of industry growth.”
The HASG chairman then directly addresses ADVAN’s concerns: “ADVAN has at different times expressed concerns regarding the Advertising regulations and the enforcement of the new ARCON law.” He reveals that HASG has been actively engaging with ARCON to address these issues:
“The HASG has been in regular consultation and engagement with ARCON with the objective of finding lasting resolutions to current issues related to the impacts of the new ARCON Act, social media regulations, re-constitution of the ASP etc.”
Disclosing details of a recent meeting with ARCON, Adelusi revealed, “Last week the HASG had a meeting with ARCON and the DG obliged on the need to work together as stakeholders to review various aspects of the regulation.” He further states, “ADVAN was briefed on the outcome of that meeting and even expressed willingness to consider withdrawing the current court case that ADVAN has with ARCON.”
Expressing surprise at the timing of ADVAN’s exit from the Group, he added, “The timing of this exit is thus surprising coming at a time when we are making progress with ARCON on these issues.” The HASG chairman reinforced the body’s commitment to dialogue and negotiation: “The HASG believes that resolution and progress can be better achieved when we come to the negotiating table to actively articulate the specific challenges and changes we want in the regulations.” He adds, “Our approach remains to continue to engage, discuss and dialogue until we reach amicable resolutions promptly.”
He also added, “We want to assure ADVAN that the HASG remains committed to finding enduring paths to progress.” He calls for collective action, urging, “Let us collectively build a sustainable and thriving marketing communication industry where brands and companies can thrive and grow.”
The letter concludes with a direct appeal to ADVAN: “Our appeal therefore is for ADVAN to reconsider its decision to exit the HASG.”
As the situation continues to evolve, stakeholders across Nigeria’s advertising industry will be watching closely. The resolution of this conflict could have far-reaching implications for industry regulations, collaborations, and the overall health of the sector.
Brand Communicator will continue to monitor this developing story and provide updates as more information becomes available.