We are all gatekeepers of advertising – Fadolapo

By Amechi Obiakpu

Dr. Lekan Fadolapo, Director General of the Advertising Regulatory Council of Nigeria (ARCON), the advertising regulatory body in the country, has said that every stakeholder in the advertising industry is a gatekeeper of the profession.

Dr. Fadolapo gave the position at the Advertising Standard Panel (ASP) Stakeholders Forum held recently in Ikeja. He said that, to ensure an advertising industry of our dream, all stakeholders must respect the laws governing the profession by operating within the boundaries of responsible and ethical advertising.

According to him, while creativity is encouraged, stakeholders must understand the line between innovation and responsibility in advertising.

“Stakeholders need to know when creativity crosses the line of responsible advertising, and that ARCON and ASP will not allow anyone just because of creativity to set the country on fire.”

Dr. Fadolapo admitted that the challenges facing ARCON in terms of responsible advertising is now enormous since the advent of online. However, he believes that if every stakeholder collaborates with ARCON the industry will be better for it.

“ARCON cannot do it alone. As a regulator, one of the challenges is for us to ensure both traditional and digital economies comply with responsible advertising practice,” Fadolapo said.

The forum organized by ARCON in collaboration with ASP, a statutory body saddled with the responsibility of ensuring that every advertisement conforms to the advertising code of ethics in Nigeria.

It brought together stakeholders from the advertising profession, including representatives from all major advertising industry bodies and journalists, on a platform to discuss the position of the law guiding advertising practice as it is today.

In his presentation, Dr. Emmanuel Agu, Chairman, ASP, said regulation protects the public from harmful, deceptive or unethical advertising. He noted that, it ensures industry integrity, consumer trust, and fair treatment of vulnerable groups like children and the elderly.

Speaking on the topic, “Advertising Standard Panel and its Statutory Responsibilities,” Agu said, advertising in Nigeria operates in a regulated space, aligning creativity with legal and ethical standards. The ASP plays a central role in this regulatory ecosystem.

“ASP serves as the final gatekeeper, ensuring that every advertisement is legal, honest, culturally appropriate, socially responsible, and verifiable—and that it conforms to the prevailing laws of the Federation as well as the code of ethics governing the advertising profession.

“Working under the authority of ARCON, the Advertising Standards Panel (ASP) plays a pivotal role in pre-vetting and approving advertisements before they are released to the public.”

He listed some of the violations ASP screens against to include: false or misleading claims; offensive or indecent imagery; discrimination or hate speech; unsubstantiated medical or health claims, and unauthorised use of trademarks or personalities.

To ensure adherence, Dr. Agu said the ASP uses it enforcement power like, refusing, advertisement/advertising clearance, issue withdrawal notices, recommend legal actions and recommend unresolved infractions to AOT (Advertising Offences Tribunal).

Some of the impact of ASP in Nigeria, according to Dr. Agu, includes, support for national development goals through responsible messaging, increased public trust in advertisements, enhanced advertiser credibility and safer advertising environment.

Do you have a compelling story to tell? Contact us via our email: espinewsng@gmail.com or call/WhatsApp on 08032519246.