ADVAN Tags ARCON Regulation as ‘Travesty’, Calls for Dialogue, Industry-Friendly Policies
The Advertisers Association of Nigeria (ADVAN) has said the new ARCON law has several provisions that are unconstitutional and are not in line with the reforms being proposed by the Federal Government through the Presidential Enabling Business Environment Council on Ease of Doing Business (PEBEC).
It also accused the Advertising Regulatory Council of Nigeria (ARCON) of harassing its members which are corporate entities that utilize advertising and marketing to promote their goods and services, by issuing notice to their CEOs to face its tribunal on various claims of infractions with fines up to N1 million per infraction.
It therefore tasked ARCON to embark on critical stakeholder dialogue and engagement to foster renewed hope and support for the industry.
“It is time for ARCON to pull the reins on its regime of arbitrary policy initiatives, that is pushing a once buoyant and collaborative industry into chaos, and embark on critical stakeholder dialogue and engagement to foster renewed hope and support for the industry, ” ADVAN in a statement made available to Brand Times disclosed.
It explained that “In January 2024, ARCON issued notices to law-abiding organizations in Nigeria on various unclear charges of infractions, with fines up to N1 million per infraction. It is critical to note that these organizations include multinationals, Indigenous conglomerates, and various levels of businesses, that serve as the backbone of the Nigerian economy. ARCON has now issued notices to the CEOs of these organizations to face the ARCON ‘Tribunal’ on various claims of infractions.
“The Advertisers Association of Nigeria (ADVAN) vehemently opposes the harassment of her members (which are corporate entities that utilize advertising and marketing to promote their goods and services). These invitations to CEOs of reputable Nigerian brands, to stand ‘trial’ is a huge embarrassment and humiliation of law-abiding corporate entities, and has caused a total loss of trust for ARCON as an institution. The harassment and threats of criminal trials to CEOs of both local and multi-nationals is antithetical to the reforms being proposed by the Federal Government through the Presidential Enabling Business Environment Council on Ease of Doing Business (PEBEC), and the need to remove all forms of bottlenecks in driving the Nigerian economy.”
It added that “ADVAN members hereby speak unequivocally against this travesty called ARCON Regulation, as a continuance of this line of action will sabotage all forms of viable activities in the industry. Regulation should be instrumental to an enabling environment where stakeholders can count on fair, clearly articulated guidelines for business activities, and ADVAN members are very supportive of all fair regulations, which enable equitable business activities.”
It pointed out that the engagement of stakeholders on ARCONs regulation of online advertising and others has not been fair.
It said “Regulation cannot be ambiguous or selective in its applications, it should be clearly defined with stakeholders continuously engaged in a quest for seamless implementation.
“Nigeria is currently bowed under one of the most turbulent economic conditions. The position of regulatory institutions at these dire times should be one of research and benchmarking for relevant policies, and consistent stakeholder engagement towards viable economic solutions and growth.”