The Advertising Regulatory Council of Nigeria has started an investigation into a N1bn advertising debt allegedly owed by 9mobile, following the receipt of two petitions against the telecommunications company.
According to ARCON’s Director-General, Dr. Olalekan Fadolapo, 9mobile has refused to pay for long-overdue advertising services despite engaging new agencies for its campaigns.
“ARCON has received two petitions against Emerging Markets Telecommunications Services Limited, trading as 9mobile, a member of the Advertisers Association of Nigeria, relating to its long overdue indebtedness of N1 bn for advertising services,” it stated.
As such, the investigation will examine the movement of 9mobile’s advertising account from owed agencies to new ones, focusing on compliance with disengagement protocols and potential breaches of ethical procedures.
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ARCON warned that unpaid advertising debts can have far-reaching consequences, affecting not only agencies but also media houses and third-party vendors.
The regulator emphasized its commitment to sanitizing the advertising ecosystem and vowed to work with anti-graft agencies to ensure payment of the debt. ARCON reiterated its 45-day payment threshold and pledged to enforce adherence to payment timelines, industry credit policies, and intellectual property protection.
This investigation aims to address potential economic sabotage and promote inclusive growth in the Nigerian advertising industry.
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