HASG Tasks ARCON On Equal Enforcement, Digital Guidelines, Regulatory Innovation At ASP Forum
Stakeholders in Nigeria’s advertising ecosystem Under the aegis of the Heads of Advertising Sectoral Groups (HASG) have called on the Advertising Regulatory Council of Nigeria (ARCON) to ensure equal enforcement of regulations across all players in the industry, particularly global digital platforms, and to urgently develop dynamic, technology-driven regulatory frameworks tailored for the fast-evolving digital advertising space.
These demands formed the core of a keynote address delivered by Mr. Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN) and Chairman of the Heads of Advertising Sectoral Groups (HASG), at the Advertising Standards Panel (ASP) Stakeholders’ Forum held earlier today at the Sheba Events Centre in Lagos.
Adisa who praised the leadership of council led by the pioneer Director General, Dr Lekan Fadolapo and noted that the effect of his work can be felt across the entire gamut of our industry like never before, stated that while the evolution of ARCON from the former APCON structure represented a big regulatory upgrade, urgent reforms are still required to align Nigeria’s advertising regulatory framework with global best practices and emerging industry realities.
He noted that global platforms like Meta, Google and YouTube operate outside the ARCON net, yet dominate Nigeria’s ad spend. He also noted that agencies are bearing the burden of regulation which international players benefit from the same market without obligations.
“Global platforms and foreign agencies running campaigns in Nigeria must be subject to the same rules as local players,” Adisa asserted, urging ARCON to work more collaboratively with other regulatory bodies to close loopholes and ensure fairness.
Central to the concerns raised by Mr. Adisa was the inadequacy of existing regulatory frameworks to effectively manage digital advertising. He noted that the current system treats digital campaigns with the same parameters as traditional media, creating operational bottlenecks that impact campaign timelines, client trust, and overall return on investment.
“Digital campaigns often require vetting similar to traditional media, despite the rapid turnaround of digital. This leads to delays and, when not well managed, frustration,” he said.
He also pointed to the operational challenges created by ARCON’s push to promote local content—such as surcharges on foreign models and stock images—stressing the need to balance this ambition with the practical realities faced by agencies.
In response to these challenges, Mr. Adisa outlined key expectations from stakeholders, starting with the call for a dynamic, forward-looking regulatory framework. He urged ARCON to develop distinct digital advertising guidelines that are agile, efficient, and reflective of current content consumption patterns.
He advocated for a co-regulation model, where compliance responsibilities are shared between regulators, platforms, and agencies, similar to practices in the United Arab Emirates.
“Regulation should be consultative, not confrontational,” he stressed, proposing regular updates to the Advertising Code, the creation of an industry sandbox for piloting new ad formats, and the establishment of a Digital Advertising Council comprising sectoral groups, digital platforms, and consumer bodies.
Another critical expectation was equal enforcement of regulations, especially against global players profiting from Nigeria’s ad market. Adisa called for stricter accountability measures to ensure that both local and foreign entities adhere to the same compliance standards.
Additionally, he called on ARCON to invest in Regulatory Technology (RegTech) tools such as automated vetting portals, AI-powered content review systems, and faster response mechanisms. These, he said, would cut down turnaround time, reduce human bottlenecks, and enhance transparency.
Adisa also touched on the long-term vision for the industry: a transition toward self-regulation, as seen in mature markets like the UK, USA, South Africa, and Brazil. He described Nigeria’s current statutory regime as a necessary stepping stone toward a more autonomous regulatory structure driven by professional discipline and ethical responsibility.
“The advertising ecosystem of our dreams is one that will be ready to embrace self-regulation in the nearest future. This does not in any way diminish the great work of ARCON,” he said, suggesting that sectoral bodies like AAAN would be required to enforce their own codes of conduct, while ARCON retains the right to apply sanctions where necessary.
He argued that self-regulation would compel agencies to adopt more sophisticated compliance systems, including AI tools capable of flagging potential breaches before ads go live, ultimately raising industry standards.
While calling for innovation and reform, Adisa acknowledged the progress made by ARCON under its Director General, Dr. Lekan Fadolapo. He described the council as “a far more dynamic body” than its predecessor and praised its recent interventions aimed at sanitizing the advertising space, particularly in areas like local content promotion and consumer protection.
However, he emphasized that ARCON must now reimagine its role as a partner in innovation, not just a regulator of creative output. “Our industry thrives when there is clarity, fairness and innovation. Regulation is not and should not be the enemy of creativity — but when misaligned with market realities, it stifles growth,” he concluded.
Reaffirming the commitment of AAAN and HASG to constructive engagement, Adisa said both bodies are prepared to work with ARCON and the ASP to create a more effective, globally competitive advertising industry in Nigeria.
“We envision a future where ARCON is a partner in innovation, a protector of responsible advertising, and an enabler of global competitiveness for Nigerian agencies,” he declared.