Nigeria bans use of foreign models, voice-over artists in adverts

The Advertising Regulatory Council of Nigeria (ARCON) issued the directive on Monday, saying the move was motivated by the Federal Government's interest in developing local talent, inclusive economic growth and growing the West African country’s advertising industry.

“All advertisements, advertising and marketing communications materials targeted or exposed on the Nigerian advertising space are to make use of only Nigerian models and voice-over artists,” the council stated.

The order takes effect from October 1 and the Nigerian government has given a leeway for all ongoing campaigns to keep running until the end of their terms.

“However, subsequent applications for revalidation for continued exposure of such materials will not be granted by the Advertising Standards Panel (ASP),” the regulatory body further noted.

Nigeria’s president Muhammadu Buhari recently signed into law a bill giving ARCON the mandate of ensuring the preservation of Nigerian local content and the use of indigenous skills as an important element in local advertising marketing communication services.

Under AROCON’s regulations, organisations giving awards to corporates or individuals are mandated to write to the authority to establish the basis and process of arriving at the awards.

Furthermore, any organisation using an unlicensed advertising agency risks being prosecuted.