The Advertising Regulatory Council of Nigeria (ARCON) has dismissed the Advertisers Association of Nigeria (ADVAN) as a “manipulative organisation” that spreads misinformation, following an open letter to President Bola Ahmed Tinubu by ADVAN.
According to ARCON Director‑General Dr. Olalekan Fadolapo the letter is “riddled with lies and disinformation” meant to halt ARCON’s ongoing industry reforms. He revealed that ADVAN has repeatedly asked ARCON to suspend its reforms as a condition for ending its “antagonistic activities.”
Fadolapo also noted that most of ADVAN’s claims are already before the courts, with ADVAN filing several cases against ARCON. He challenged ADVAN’s assertion that its members control 90 % of Nigeria’s advertising spend—about N800 billion—demanding the group publish its active member list and actual spend figures.
He also rejected ADVAN’s claim that ARCON’s policies have caused a sharp drop in ad spend and forced companies to exit Nigeria, calling it “calculated disinformation.”
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However, ARCON, in collaboration with the Heads of Sectoral Group (HASG), has commissioned PwC to research industry spend and its contribution to GDP. Fadolapo urged ADVAN to publish its own data for comparison. He added that ARCON’s reform agenda includes using local talent in ads, requiring prompt payment for media services, and protecting the industry from foreign influence—measures ADVAN opposes. “Their entire effort is an attempt to blackmail ARCON and gain public sympathy through manipulation,” he said.
Fadolapo also dismissed the 2025 Business Facilitation Act Performance Report, which ranked ARCON last among 69 federal agencies with a 3 % score, and alleged that ADVAN’s ally, the Presidential Enabling Business Environment Council (PEBEC), biased and orchestrated the report. He pointed to alternative performance assessments from the Ministry of Information and National Orientation as more reliable.
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Regarding accusations that ARCON excludes ADVAN from policy discussions, Fadolapo listed several platforms—HASG, the National Advertising Conference, and the Advertising Standards Panel—where ADVAN has been invited but either declined or withdrew. He said ADVAN’s refusal to engage is part of its strategy to “cause crisis and wreck the advertising industry.”
On the constitutionality of ARCON’s Advertising Offences Tribunal, Fadolapo cited three existing court judgments upholding its legality and noted that similar tribunals exist in other sectors, such as investment and consumer protection. He questioned why ADVAN cannot await court decisions instead of resorting to media campaigns. “It is unfortunate that Are Fatai Odeshile allowed ADVAN’s leadership to involve him in what we consider manipulative and misinformation,” he concluded.
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