Bokku Responds, Distances Self From Offensive Ad Exposure, Reaffirms Commitment to National Unity
Following the public outcry and condemnation from the Advertising Regulatory Council of Nigeria (ARCON) that has trailed the exposure of an ad variously described as offensive, and linked to neighbourhood retail chain outlet, Bokku Supermarket, has issued an official response on the campaign.
Earlier, ARCON, through its Director-General, Dr. Olalekan Fadolapo, released a strongly worded statement denouncing a series of unapproved and offensive ads allegedly released by Bokku Supermarket. The Council described the materials as “unlawful, divisive, and contrary to Nigeria’s national values,” asserting that the content incited ethnic and sectional prejudice and violated the government’s policies on unity and peaceful coexistence.
In an exclusive statement made available to Brand Communicator and signed by its management, Bokku expressed regret over the incident and disassociated itself from the offensive material, clarifying the circumstances surrounding the controversial exposure.
“We are deeply saddened and disturbed by a video recently shared online that contained offensive and hurtful language,” the statement read. “The language used in the video was unacceptable and deeply misaligned with Bokku’s values. While the content originated from an external influencer and was published by a third-party media firm without prior review by our team, we take full responsibility for its appearance on our platforms.”
The company noted that it had immediately taken corrective measures to prevent future occurrences, including strengthening its content approval and vendor oversight processes. “We have since strengthened our content approval and vendor oversight processes to ensure such an incident never happens again,” Bokku stated.
The Mart emphasized that it stands for unity, diversity, and respect, reaffirming its commitment to Nigeria’s multicultural harmony. “Bokku Mart is more than a retail brand; we are a proudly Nigerian company built on love for our people and communities. Our mission is to make everyday life better for ALL Nigerians by ensuring access to quality products at affordable prices. We celebrate our nation’s rich diversity and stand firmly against all forms of discrimination,” the company added.
The statement comes as ARCON intensifies its regulatory vigilance across the advertising ecosystem. The Council had earlier announced that the controversial advertisements in question were not submitted for vetting or approval by the Advertising Standards Panel (ASP), as mandated by law.
“No advertisement is permitted for public exposure in Nigeria without prior approval from the ASP, which ensures that all materials are truthful, decent, legal, and socially responsible,” Dr. Fadolapo reiterated in ARCON’s initial release. He further warned that the regulatory body would be taking appropriate actions against all parties involved — including advertisers, agencies, and platform owners who disseminated the offensive campaign or failed to comply with industry regulations.
While Bokku Mart’s latest statement is being interpreted by some as a step toward damage control, industry observers are closely watching how ARCON will proceed with its promised sanctions and whether Bokku’s response and corrective steps will influence the outcome.