Samuel Okocha, Abuja
Nigeria’s Information Minister and National Orientation, Mohammed Idris, has expressed his support for the promotion of local content in the advertising industry in Nigeria. This is part of the government’s efforts to stimulate growth and investments within the country’s media and advertising sector.
During his official visit to the Advertising Regulatory Council of Nigeria (ARCON), the Minister urged the agency to intensify its efforts in creating job opportunities for Nigerians through the local production of advertising content.
Happening Now: The Honorable Minister of Information & National Orientation, @HMMohammedIdris in continuation of his familiarization tour of agencies and parastatals under the Ministry visits The Advertising Regulatory Council of Nigeria(ARCON) office in Abuja. He was received by… pic.twitter.com/elkH89aBLC
— Fed Min of Info & Nat’l Orien (@FMINONigeria) October 13, 2023
“Many opportunities in the industry are lost to other countries despite our rich capacity, which indeed is the pride of Africa,” the Minister stated, highlighting the issue of foreign production of advertising content intended for the Nigerian market, resulting in unnecessary capital flight.
“We cannot afford to allow unnecessary capital flight out of Nigeria, especially with our growing population and the high number of young people searching for job opportunities. If these jobs are allowed to leave the country, it will be detrimental to our future.”
During the meeting, the Minister praised ARCON for its dedication to promoting local content, innovation, and implementing international best practices in advertising. He also expressed his satisfaction with the agency’s audience measurement insights, demonstrating their commitment to maximizing returns on media investments.
The Director General of ARCON thanked the Minister for his support of the ongoing reforms aimed at discouraging foreign-produced advertisements, thereby benefiting the Nigerian advertising industry.
“We should encourage Nigerians and Nigerian companies to utilize Nigeria as an advertising hub,” he emphasized during an interview with Voice of Nigeria, following the meeting with the Minister.
“This is crucial for us. We will work diligently to regulate the industry and ensure it is both sustainable and profitable for those investing in it.”
The Minister’s visit marks a significant step towards regulating and controlling advertising practices in Nigeria, with the goal of promoting local content and protecting consumers.
This visit to ARCON is part of the Minister’s tour of agencies and parastatals under the Ministry of Information and National Orientation, conducted to assess their operations and ensure alignment with President Bola Ahmed Tinubu’s Renewed Hope Agenda.
