ARCON and HASG to Unveil AI and Digital Advertising Framework at NAC 2026

By Azeez Disu

A landmark regulatory model designed to govern Artificial Intelligence (AI) and digital advertising in Nigeria will be unveiled at the sixth National Advertising Conference (NAC 2026), following months of joint work between the Advertising Regulatory Council of Nigeria (ARCON) and the Heads of Advertising Sectoral Groups (HASG). The cross-functional committee’s proposal aims to establish proactive policy guidelines around algorithmic communications, digital marketing compliance, and global platform dominance, addressing some of the most critical structural issues currently facing the industry.

The announcement was made during an official media briefing in Lagos, where key industry leaders and regulatory executives gathered to outline the full agenda for NAC 2026. Scheduled to hold from 11th to 13th November 2026 at the Abuja Continental Hotel, Abuja, the annual flagship conference will run under the theme”Repositioning the Marketing Communications Industry for the Next Frontier”. Organisers expect over 700 delegates to attend the three-day gathering, which serves as a primary advocacy platform and catalyst for reform across Nigeria’s marketing communications ecosystem.

Delivering the welcome address on behalf of Dr. Olalekan Fadolapo, Director-General of ARCON, Mrs. Emme Akande, Deputy Director of Regulation, disclosed that this year’s conference will be bigger and better than previous editions and urged stakeholders to be part of it. Addressing the regulatory scope, Akande clarified that while ARCON does not regulate general internet infrastructure, it actively monitors commercial advertising content across digital channels, sanctions non-compliant ads, and refers repeat offenders to the Advertising Offences Tribunal (AOT).

Outlining the conference flow, Tunji Adeyinka, Chairman of the NAC Organising Committee, stressed that the conference is structured to generate actionable policy outcomes rather than serve as a mere talk shop. Day One will open with an executive Fireside Chat featuring Mr. Aigboje Aig-Imoukhuede, Chairman of Access Holdings Plc, who will share strategies on steering businesses through economic headwinds and industry disruption. Day Two will feature an economic outlook panel featuring Nairametrics CEO Ugodre Obi-Chukwu and Olu Akanmu to examine macroeconomic impacts on marketing budgets, as well as an action plan on the African Continental Free Trade Area (AfCFTA).

The conference agenda will also include a Chief Marketing Officer (CMO) Forum featuring executives from Tolaram Group, Mastercard West Africa, and PZ Cussons/PZ Wilmar, alongside a session on television audience measurement trends presented by First Media and Entertainment Integrated Limited CEO Patrick Gomez. Additionally, the event will feature an address by the Minister of Art, Culture and Creative Economy, a data protection compliance workshop led by the Nigeria Data Protection Commission (NDPC), a session on Northern Nigerian cultural nuances in advertising, a high-profile female leadership panel, and a discussion on timeless industry fundamentals led by veteran practitioners.

Speaking on the Digital Marketing and AI Regulatory Model, Adeyinka said, “The organizing committee working with our team here put together a committee, a cross-functional committee which was set up several months ago by HASG and ARCON, and that committee’s job is to come up with solutions in the area of the regulation of digital marketing and artificial intelligence. One of the key presentations we will have at the National Advertising Conference is the outcome of the work of that committee. so that what is finally presented at the NAC will be an amended model for regulating digital and also artificial intelligence.”

He added that “There’s a second committee that is also looking at the AfCFTA, that’s the free trade agreement, which is going to have serious impact on our practice and our industry. We’re hoping that we’d also be able to surface the report of that committee at the conference. Now, we’re not just looking at the report of committee; we’re looking at an action plan and something that is agreed with the regulator before we come to the conference.”

Reiterating the urgency for industry-led governance, Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN) and Chairman of HASG, emphasised that Nigerian practitioners must actively shape their regulatory environment. “It’s not just about talking; it’s about finding solutions to our own problems. No one is going to do it for us,” Adisa stated, observing that digital platforms have displaced traditional agency dominance and calling for a unified national policy on AI.

Reinforcing the collaborative spirit of the conference, Tolulope Medebem, President of the Experiential Marketers Association of Nigeria (EXMAN), noted that six years of NAC reflects the ecosystem’s maturing commitment to collective progress. She highlighted that blurring sectoral boundaries requires integrated solutions, adding that the conference’s female leadership panel will showcase the increasing prominence and voice of women shaping the future of the profession.

Building on the female leadership panel, Brenda Nwagwu, President of the Media Independent Practitioners Association of Nigeria (MIPAN), proposed reframing the panel discussion around the theme “The Future is Balanced” to stress equal partnership across gender and sectoral lines. “The next frontier requires us to think differently, embrace innovation, and continuously find ways to create value,” Nwagwu asserted, calling on media owners, agencies, and regulators to drive joint implementation following the conference.

Speaking for the Out-of-Home (OOH) sector, ‘Sola Akinsiku, President of the Out-of-Home Advertising Association of Nigeria (OAAN), pledged strong delegation attendance while raising serious concerns over harsh operating conditions. Akinsiku highlighted exorbitant rate levies imposed by state governments, exceeding hundreds of millions of Naira for political advertising, and restrictive policies that limit opposition campaigning, calling on the press and regulators to advocate for fair play.

Representing the broadcast sector, Greg Odutayo of the Broadcasting Organisations of Nigeria (BON) confirmed BON’s full support for NAC 2026. He noted that sessions focusing on audience measurement systems and broadcast digitisation are critical for unlocking new revenue streams and restoring advertiser confidence across television, radio, and digital channels.

Voicing the brand perspective, Adeola Amusan, Group Media Manager at Tolaram Group, highlighted the shifting dynamics of media consumption, noting that traditional channels like television are evolving rather than dying. “Technology, data, and AI must enhance how we work, but ultimately we must deliver measurable business value,”

Underscoring corporate commitment to out-of-home media, Lanre Ashaolu, CEO of Four Pulley Limited (FPL), announced FPL’s historic partnership as a Platinum sponsor for NAC 2026. Citing global data showing the OOH sector growing at 15 per cent annually with a $55 billion spend, Ashaolu expressed FPL’s dedication to advancing transparency, innovation, and professionalism across traditional advertising channels.

Closing the briefing, Yinka Adebayo, Chairman, Planning Committee, ARCON Special Recognition Awards (ASRA) and Group Executive Director at Omnicom Media Group, commended Tolaram Group and Four Pulley Limited for their corporate leadership and sponsorship support. Quoting the industry maxim, “If your presence is not felt, your absence will not be missed,” Adebayo challenged media partners to build active pre-conference engagement and sustain public dialogue to ensure the strategic outcomes of NAC 2026 resonate across the broader Nigerian economy.