Davido D’General Bitters OOH Advert Didn’t Get ASP Approval, Military’s Authorization Before Exposure-ARCON
The Advertising Regulatory Council of Nigeria (ARCON) disclosed that D’General Bitters’ advertisement featuring musician, Davido dressed in military uniform displayed on some out-of-home (OOH) media in the country has not been approved by its Advertising Standards Panel (ASP) and didn’t get authorization from the Nigerian military for use of its uniform before it was exposed.
This is contained in a statement signed by the Director General of ARCON; Dr. Olalekan Fadolapo titled “Exposure of Unapproved Advert Using Celebrity Wearing A Military General’s Uniform by D’General Bitters”. Recall, the herbal alcoholic drink recently launched its OOH campaign.
ARCON statement reads, “The attention of the Advertising Regulatory Council of Nigeria (ARCON) has been drawn to the advertisement of D’General Bitters using a celebrity (Davido) who wore the uniform of a military general being exposed on the OOH media.
“Upon application seeking approval to advertise, ARCON’s Advertising Standards Panel (ASP) requested the advertising agency to seek for and obtain approval of the Nigerian military authority to use its military outfit for the purpose of advertisement. Neither the authorization of the Nigerian military for the use of its uniform nor the approval of the ASP was obtained before the said D’General Bitters advertisement was exposed”.
The regulatory body pointed out that it is illegal to use military or paramilitary uniforms for advertisement without formal approval from the concerned authorities.
“This is to reiterate that it is illegal to use the uniforms of military personnel, Nigerian police, NYSC, or that of any other paramilitary agency for an advertisement without formal approval from the concerned authority,” it stated.
It added that it remains committed to regulating advertising practice in the country and would continue to collaborate with law enforcement agencies to prosecute any person or corporate entity that expose unapproved advertisement without approval.
“ACRON will prosecute any person or corporate body who sponsors, causes to be exposed, or exposes unapproved advertisements on any medium without approval in line with the Nigerian code of advertising.
“ARCON will continue to collaborate with other law enforcement agencies to stem this tide and ensure sanity in the Nigerian Advertising Industry,” it emphasized.