Seeking the formation of a new chartered institute to oversee the out-of-home advertising industry in Nigeria, the Association of Advertising Agencies of Nigeria (AAAN) has voiced its disapproval of the bill.
During a public hearing accessed by BrandSpur national news stories on the bill “Chartered Out-of-Home Media Practitioners of Nigeria” sponsored by Chairman of the Senate Committee on Power, Senator Enyinnaya Abaribe, held at the National Assembly on Wednesday, November 20, 2024, Mr Lanre Adisa, President of the Association, revealed this stance.
He claims that thanks to the Advertising Regulatory Council of Nigeria (ARCON), which guarantees ethical standards and oversees and harmonises practices across the sector, the Nigerian advertising sector already runs under a thorough legislative framework. Adisa said that instead of replicating the role of the apex regulating organisation, ARCON, and other sectoral bodies in the marketing communication sector, the National Assembly should make laws reinforcing the current structure to solve any supposed weaknesses in either ARCON or OAAN.
Although he could relate to the need of outdoor professionals worried about safeguarding their assets, he pointed out that it would be odd and ridiculous to establish a chartered company with complete authority over the areas where their boards are sighted since the power statutorily resides with the local governments as guaranteed by the Nigerian constitution. Saying that state outdoor agencies like LASAA in Lagos and their counterparts around the nation have the duty, he discounted the allegation made by the bill’s supporters that the process of building outdoor facilities was not under control. He pointed out that establishing another regulator for outdoor agencies at this point is pointless and harmful since it would mean that, at best, state agencies would no longer be relevant or, more likely, would vanish.
Adisa advised National Assembly members to reject the measure since it would divide an industry that depends on integration and cohesiveness, result in administrative inefficiencies, and duplicate functions.
He went on to say: “This fragmentation could disrupt the progress we’ve made in building a unified and globally competitive advertising ecosystem under the current regulatory protocol being provided by ARCON.”
According to him, the suggested chartered entity would unnecessarily burden outdoor practitioners and anyone thinking of it as a business or profession.
Continuing, he added: “First, they will need to be certified to practise or run outdoor business by ARCON. After satisfying this condition, they will be expected to be certified a second time to practise or run outdoor business by the proposed chartered institute.”
Saying that having another regulatory body would lead the sector down a confusing road, he exhorted the National Assembly members not to create a negative precedent for the sector with the passing of the measure.
He said: “At the moment, no less than six sectoral bodies are regulated by ARCON. We can only imagine the confusion and complexity created if every other sectoral group decides to opt for a parallel regulatory entity in the name of shoring up professionalism and protecting its investment. We at AAAN believe these issues can be managed successfully under the current situation if we apply the creativity we offer our clients to our practice and business.”
He counselled bill supporters among other stakeholders to concentrate on cooperation as a means of developing the sector without generating duplicates impeding its expansion.
