ARCON Challenges ADVAN’s Claims, Alleges Misinformation and Manipulation

The Advertising Regulatory Council of Nigeria (ARCON) has issued a scathing rebuke of the Advertisers Association of Nigeria (ADVAN), accusing the organization of spreading misinformation and making false claims in a recent widely publicized publication.

In a strongly worded press statement, ARCON systematically challenged virtually every major assertion made by ADVAN, characterizing the publication as “misleading and deceptive.” The regulatory body specifically criticized the Aare Fatai Odeshile-led Board of Trustees for lending their names to the controversial document without first engaging with industry stakeholders.

The confrontation marks a significant escalation in tensions between Nigeria’s advertising regulator and the association representing the country’s major advertisers. Industry observers note this dispute comes at a particularly sensitive time for Nigeria’s marketing communications sector, which has been navigating regulatory changes implemented by ARCON over the past two years.

“This public disagreement between two of the industry’s most influential bodies could have far-reaching implications for how advertising is regulated and practiced in Nigeria,” said a marketing communications analyst who requested anonymity. “The language being used suggests deep-seated disagreements about ARCON’s regulatory approach.”

At the center of the dispute appears to be differing interpretations of ARCON’s mandate and the extent of its regulatory powers. Since its transformation from the former Advertising Practitioners Council of Nigeria (APCON) to ARCON in 2022, the body has implemented several new policies aimed at strengthening oversight of the advertising industry.

ADVAN, which represents the interests of major corporate advertisers who collectively account for the largest portion of Nigeria’s annual advertising spend, has previously expressed concerns about what it sees as overregulation. The association has argued that excessive restrictions could hamper creativity and reduce the effectiveness of advertising campaigns.

The statement from ARCON suggests that the regulator believes ADVAN has crossed a line by publishing what it considers to be factually incorrect information about regulatory practices. By specifically naming the Board of Trustees, ARCON appears to be holding the association’s leadership directly responsible for the publication’s content.

Industry experts suggest this public dispute highlights broader tensions about the balance between regulation and industry autonomy in Nigeria’s advertising sector. The Nigerian advertising market, valued at approximately ₦150 billion annually according to recent estimates, has been experiencing significant transformation with the rise of digital platforms and changing consumer behaviors.

“Regulatory frameworks always need to evolve with the industry they govern,” explained Dr. Olubunmi Adeosun, a media policy researcher at Lagos Business School. “What we’re seeing may be growing pains as the industry adapts to ARCON’s more assertive regulatory approach compared to its predecessor.”

The timing of this conflict is particularly noteworthy as it comes amid growing economic challenges in Nigeria, where advertisers are already facing pressure from inflation and currency devaluation. These factors have constrained marketing budgets and heightened sensitivity to any regulatory changes that might increase compliance costs.

Neither ADVAN nor individual members of its Board of Trustees have issued a public response to ARCON’s statement as of press time. Industry watchers anticipate that this disagreement may lead to formal discussions between the organizations, possibly mediated by other industry associations such as the Association of Advertising Agencies of Nigeria (AAAN).

The outcome of this dispute will likely influence the regulatory environment for advertising in Nigeria for years to come, affecting how brands communicate with consumers and how agencies develop creative content. It also raises important questions about the consultation process between regulators and industry stakeholders when developing and implementing new policies.

As this situation continues to develop, marketing communications professionals across Nigeria will be watching closely to see how these two influential organizations navigate their differences and what implications their resolution might have for the broader industry.