‘Nigeria Ads Must Feature Nigerians’ – FG Reaffirms Ban on Foreign Models, Voice-Overs 

The Federal Government has reiterated its commitment to promoting indigenous talent in advertising by maintaining the ban on the use of foreign models and voice-overs in Nigerian commercials.

This affirmation was made by the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, during the Advertising Standards Panel (ASP) Stakeholders’ Forum held yesterday in Lagos.

Speaking at the forum, which brought together key players in the advertising industry Dr. Fadolapo emphasized that encouraging local content remains a top priority for the regulatory body, which operates under the Federal Ministry of Information.

“Nigeria has over 240 million people with diverse voices and faces. If you sell to Nigerians, you must feature Nigerians in your ads,” he stated.

He, however, noted a measured allowance in the policy through what he described as a “variation” model. According to him, “This allows for a blend of foreign and Nigerian talent. This is provided the Nigerian side of the ad receives equal representation.”

“We recognize globalization. But within it, we must promote ‘glocalization.’ We want local creatives and marketing professionals to benefit from the economic value generated within their own market,” the ARCON boss added.

Addressing the importance of cultural sensitivity in advertising, Dr. Fadolapo referenced a specific case where a beer commercial that succeeded in Lagos triggered unrest in Kwara State.

He explained: “Our environment, market, and culture differ from others. What works in one location may offend another. That is why gate-keeping is essential. It helps determine when an ad crosses the line.”

He also highlighted another instance of cultural insensitivity with a campaign that read: “Jesus paid your debt, not your tax.” While the phrase might be seen as humorous by some, it stirred moral and religious concerns in more conservative regions.

Dr. Fadolapo further addressed issues stemming from overlapping regulatory responsibilities, stating that conflicts sometimes arise after adverts are aired.

“ASP could approve an advert; however, another regulatory agency issues a shutdown order after it airs,” he said. “When we investigate such cases. In 8 out of 10 instances, the issue arose because the submitted storyboard differed from the final produced and aired ad.”

He stressed the importance of maintaining integrity in the approval process: “When we direct you to remove a scene or line, it must remain out; adding it back during production undermines the regulatory process.”

On the gaming industry, the ARCON DG confirmed that the Council is currently engaging with the Ministry of Information’s Director of Legal Services following a Supreme Court ruling. The aim is to determine a regulatory approach that fits within the ASP framework without clashing with the National Lottery Commission’s jurisdiction.

“We are studying the legal framework. We explore how we can accommodate the gaming industry within the existing ASP structure. This will not undermine the judgment,” he concluded.