NAC 2026: Deploy AI Responsibly Or Risk Public Confidence, Information Minister Tells Advertising Industry
The Minister of Information and National Orientation, Mohammed Idris, has told the Nigerian advertising industry that its future depends less on how fast it adopts artificial intelligence than on whether it deploys it responsibly, warning that misleading claims, deceptive endorsements and manipulated content can damage brands and weaken public confidence.
Delivering his address yesterday at the opening ceremony of the 6th National Advertising Conference, Idris, who was represented by the Permanent Secretary of the Ministry, Dr. Binyerem Ukaire, placed trust at the centre of the industry’s next frontier, declaring that “trust is one of the most valuable assets in marketing communications”.
The conference, organised by the Advertising Regulatory Council of Nigeria (ARCON) in collaboration with the Heads of Advertising Sectoral Groups, is holding at the Abuja Continental Hotel under the theme “Repositioning the Marketing Communications Industry for the Next Frontier.”
Idris acknowledged the forces reshaping the industry like digital technology, artificial intelligence, changing consumer behaviour and the convergence of traditional and digital media, and said the next frontier “must be about more than adopting new technologies. It must be about building an industry that is innovative, competitive, ethical and capable of responding to the needs of Nigerian consumers”.
The Minister pointed to the Federal Government’s National Artificial Intelligence Strategy as the framework for responsible AI development and deployment, noting that for advertising, AI offers opportunities to improve audience analysis, content development, campaign planning and measurement. But he cautioned that the same technology raises “important questions about authenticity, intellectual property, consumer privacy, transparency and accountability”.
“Our task is to encourage innovation while ensuring that technology is deployed responsibly,” Idris said, adding that the Nigeria Data Protection Act 2023 provides a critical framework for an industry increasingly dependent on consumer data, targeted advertising and digital platforms.
On regulation, the Minister urged ARCON to continue working with stakeholders to develop practical approaches for digital advertising, influencer marketing and AI-generated content. But he was careful to set a boundary: “Regulation should protect consumers, promote fair competition and maintain professional standards without unnecessarily restricting creativity or innovation” . The ARCON Act 2022, he said, provides the statutory framework for professional standards, consumer protection and local content, and remains central to building a credible industry.
Mallam Idris further connected the advertising industry to the broader creative economy, noting that advertising supports filmmakers, musicians, designers, photographers, content creators and production companies. As the Federal Government prioritises the creative economy as a source of employment and investment, he said, advertising has a role in expanding opportunities for Nigerian talent.
He also flagged the African Continental Free Trade Area as an opportunity for Nigerian agencies to extend their services beyond national borders, while cautioning that seizing it will require investment in skills, technology, research, professional standards and internationally competitive content.
The Minister addressed the media dimension of the industry, noting that the transition to digital broadcasting and improved audience measurement are changing the relationship between advertisers, media owners and consumers. He also warned that in an era of misinformation and AI-generated content, advertising and communication professionals must not become vehicles for spreading falsehoods or manipulating public perception, a concern underscored by the Federal Government’s support for the UNESCO Category 2 International Media and Information Literacy Institute in Abuja.
