The Advertising Regulatory Council of Nigeria (ARCON) has raised an alarm over a series of unapproved and misleading advertisements promoted by Jols Medix Nigeria Limited across digital platforms. Chief among the adverts in question is a promotion for Lung Detox Tea, which claims that the product makes smoking a healthy activity.
ARCON has described these claims as unsubstantiated, and the advert as not compliant with Nigeria’s advertising laws and ethical guidelines.
In a press statement signed by its Director-General, Dr. Olalekan Fadolapo, ARCON stated that the controversial advertisements were never submitted for vetting or approval by the Advertising Standards Panel (ASP), the statutory body charged with ensuring that all adverts in the country meet the requirements of the Nigerian Code of Advertising. The statement highlighted that these actions contravene Section 53 of the ARCON Act No. 23 of 2022, which mandates pre-approval for all advertising materials distributed within Nigeria.
The investigation into the advertising practices of Jols Medix Nigeria Limited was triggered by a petition, leading ARCON to scrutinize the company’s promotional activities on social media. Specifically, the advertising regulator reviewed content posted on the company’s Instagram page, a platform owned by Meta Inc. and locally represented in Nigeria by Facebook Nigeria Operations Limited.
During its investigation, ARCON uncovered that, aside from the Lung Detox Tea advert, Jols Medix had published a series of adverts containing questionable health claims about various products. These adverts included claims such as the ability to “cure ulcer pains,” promises of “healthier lungs for smokers,” and enhancements in sexual performance through products like Lubodisiac Xtreem. One advertisement even claimed the ability to “knack & last for 45 minutes even at age 75 and above.”
According to Dr. Fadolapo, these adverts are problematic not only because they lack scientific basis, but also because they have the potential to mislead Nigerian consumers and endanger public health. The promotion of smoking as a “healthy” activity, he explained, poses significant health risks, while other claims create false expectations and propagate misinformation.
The Lung Detox Tea advert is perhaps the most striking among the questionable content. It advertised the product with the unverified claim that it could make smoking a healthy activity and could improve a smoker’s lung condition. Similar outlandish promises were found for other products, such as the Lubodisiac Xtreem, which included a mix of sexually suggestive claims like enhancing libido and guaranteeing sexual performance irrespective of age. Another product, The EU Tea, was advertised as a miracle cure for ulcers.
ARCON emphasized its commitment to ensuring that all advertisements adhere to ethical standards while protecting the rights and safety of Nigerian consumers. “ARCON will take necessary action to ensure that the company is sanctioned for the exposure of these unapproved advertisements according to relevant laws and in line with the Nigerian Code of Advertising,” the Director-General said in the statement. He further highlighted that these advertisements jeopardize consumer trust and violate Nigeria’s established advertising framework, making enforcement and penalties necessary.