The last may not be heard on the tension in the advertising industry as the Advertisers Association of Nigeria (ADVAN) has issued a press statement, yesterday, raising concerns on the effort of the Advertising Regulatory Council of Nigeria (ARCON) in establishing a Nigeria Stock Image Bank (NSIB).
The statement signed by the executive council of the body comes in response to ARCON’s unveiling of the initiative and the subsequent formation of a committee to lay the groundwork for the NSIB’s establishment.
A primary issue highlighted by ADVAN is the apparent lack of advertiser representation on the committee established by ARCON for the NSIB setup. “ADVAN does not have a representative on the panel. If there is any advertiser on that panel, they are there in their organizational capacity and do not represent or speak on behalf of advertisers.”
Stressing the importance of a more inclusive approach in developing such a comprehensive system, the association argues that the establishment of a platform intended for commercial interactions and housing proprietary works necessitates the engagement of all relevant regulatory agencies with constitutional oversight. This inclusion, ADVAN contends, “is essential to ensure that regulation for the system is appropriately managed by the constitutionally empowered agencies in charge of such matters.” They further note that this approach would “help to forestall new regimes of unwanted multi-level taxation in an already overregulated industry.”
The association also emphatically states that the establishment of the NSIB should not interfere with advertisers’ rights to choose their own vendors and contractors while conducting legal business activities. ADVAN asserts that as organizations with the constitutional right to determine their contractual and partnership structures, they will not accept any system that seeks to restrict these rights.
The statement also touches on the principles of free market economy, advocating for a system that operates on a ‘free to participate’ basis for both suppliers and buyers. ADVAN warns against any attempt to monopolize commercial activities, but suggests that the image bank system should communicate strong value as a means of attracting participation, rather than resorting to any form of illegal ‘fiat’ or other unconstitutional methods.
ADVAN further expresses its desire for the growth and thriving of the marketing and communication industry. However, it voices concern over what it perceives as a lack of proper research and holistic stakeholder inclusion in policy creation. The statement criticizes what it calls a façade of inclusion, where ADVAN’s presence is acknowledged but its contributions are allegedly ignored. “Finally, it is ADVAN’s desire that the marketing and communication industry move forward and thrive. It is, however, disturbing that policy creation in the industry is not achieved by an all-inclusive stakeholder approach, but by the submissions of a selected few.”
Concluding, ADVAN reaffirms its position as a critical stakeholder in the marketing communications industry, pledging to continue supporting stakeholder-inclusive, well-researched regulations that contribute to the development and viability of the industry. “ADVAN, as a critical stakeholder in the marketing communications industry, will always be at the forefront in supporting stakeholder-inclusive, well-researched regulations for the development and viability of our industry.”
Recall that in the not so distant past, the apex advertising regulatory body had inaugurated a 10-man committee chaired by veteran photographer, Kelechi Amadi Obi alongside stakeholder members like Frank Osodi, President of the Professional Model Managers Association of Nigeria (PROMMAN), in what it had been described as an unprecedented move to revolutionize the African media landscape and boost local content production.