- ARCON assures ad practitioners of FG support
The Minister of Information and National Orientation, Mohammed Idris, has sought the cooperation of Nigeria’s advertising industry as the Tinubu administration continues with the process of resetting the economy.
The minister has also reaffirmed the crucial role of Nigeria’s advertising industry in driving economic growth, citing a PricewaterhouseCoopers (PWC) projection that there’s a multiplier effect where every naira spent on advertising generates N16.5 in economic value.
Idirs, who was represented by the Director-General of the National Orientation Agency, Mallam Lanre Issa-Onilu, at the fourth National Advertising Conference, held in Abuja expressed government readiness to partner with industry stakeholders to create policies that would support innovation, safeguard consumer interests, and encourage the growth of a robust advertising sector that contributes meaningfully to the national economy.
To this end, the minister called on Nigerian practitioners to adapt to rapid technological advances, changing cultural dynamics, and new business models to drive sustainable growth.
While speaking to the theme of the conference, “Navigating the Shifts: Technology, Culture, and New Business Models,” he told stakeholders in the industry that the Federal Government has outlined various initiatives to boost growth, innovation, and inclusivity within the sector.
Idris emphasized how digitalization has transformed the advertising landscape, enabling personalized messaging and real-time engagement through social media, artificial intelligence, and big data analytics.
“Today’s Nigerian audience is young, dynamic, and incredibly discerning,” the Minister stated, while urging industry players to embrace Nigeria’s cultural diversity and maintaining high standards for responsible communication.
According to him, “Advertising reflects and, in many ways, shapes culture. As our society becomes increasingly interconnected and diverse, advertisers face the challenge of creating messages that resonate across a broad spectrum of demographics, languages, and values.
“Today’s Nigerian audience is young, dynamic, and incredibly discerning. They demand representation, authenticity, and social responsibility from the brands they choose to support. This calls for a new level of sensitivity and awareness in advertising. Our industry must embrace these shifts, celebrating our culture in all its diversity while setting standards for responsible communication,” minister added.
On the importance of local content, the minister stated that “We must also recognize the growing impact of local content in shaping our national narrative. At the Ministry of Information and National Orientation, we are dedicated to fostering an environment where Nigerian creatives and content producers can thrive, strengthening our cultural identity and enabling the stories of Nigeria to reach global audiences. I urge advertisers to be mindful of this and to be advocates for our rich cultural heritage as they develop their campaigns.”
The shifts in technology and culture are accompanied by the emergence of new business models. In an era where consumers have greater power and control, advertising must evolve to be more collaborative, transparent, and value-driven.
“We are witnessing the rise of influencer marketing, subscription models, and direct-to-consumer brands that prioritize authentic engagement over traditional promotional tactics.”
To remain competitive, minister advised that advertising agencies and media companies need to be agile and open to experimentation. This means embracing partnerships, investing in continuous learning, and adapting strategies to stay relevant in a changing marketplace. The government, for our part, is committed to supporting a regulatory framework that encourages innovation, protects intellectual property, and provides an enabling environment for all players in this sector.
“As we stand at the intersection of these shifts, the government’s role is clear. We must work in partnership with industry stakeholders to create policies that support innovation, safeguard consumer interests, and encourage the growth of a robust advertising sector that contributes meaningfully to our national economy.
The Advertising Regulatory Council of Nigeria (ARCON), National Broadcasting Commission (NBC), and other regulatory bodies have been actively engaged in setting standards that ensure fairness, transparency, and ethical practices in the industry. These policies are designed not to stifle creativity but to provide a framework where businesses can innovate responsibly,” he stressed.
“We are also actively promoting initiatives that encourage local content development, skill acquisition, and digital literacy within the advertising and creative industries. By building capacity and fostering an ecosystem where talent can flourish, we aim to position Nigeria as a leading hub for advertising and media in Africa and beyond.
On the economy, the Tinubu administration has introduced crucial reforms aimed at improving the business environment, fostering innovation, and creating opportunities for industries to thrive. These reforms represent a vital step forward for Nigeria, and they seek to address challenges in infrastructure, financial inclusion, regulatory transparency, and economic diversification.”
Earlier in his welcome address at the conference, the Director General of the Advertising Regulatory Council of Nigeria, (ARCON) Dr. Lekan Fadolapo had called on advertising practitioners to rise and take their positions as the key drivers of Nigeria’s social economic transformation.
He assured them of the Federal Government commitment to provide an enabling environment for their businesses to blossom.
