When politics takes over the business space

By Idris Rufai

Politicians should also remember that leadership is not determined by the number of posters displayed on roadsides or the beauty of campaign offices. Voters may also consider a candidate’s record, policies, conduct, public service and reputation when making their decisions. Campaign advertising is one part of political communication; it should not become the entire measure of political engagement.

Politics is gradually becoming a competing business in Nigeria, and one place where this competition is becoming increasingly visible is on our roadsides and public billboards. During political seasons, political posters, banners and advertisements can dominate spaces that would otherwise be used by businesses to promote their products and services.

For a growing or developing nation, economic activities are essential to national development. Businesses need visibility to attract customers, introduce new products, create opportunities and remain competitive. But when public advertising spaces become heavily occupied by political advertisements, one may ask: How will small businesses get the opportunity to promote their products and services?

Have we ever stopped to consider how much businesses spend to advertise their products? For many small and medium-sized businesses, billboards and other outdoor advertising spaces are important tools for reaching potential customers. When these spaces become dominated by political campaigns, businesses may face greater difficulty in getting the visibility they need.

This is not an argument against political participation or political advertising. Political parties and candidates have a legitimate role in communicating their programmes and seeking public support. However, there is a need for balance. Political promotion should not become so dominant that it pushes ordinary business activities into the background.

Nigeria needs both politics and a productive economy. Political leadership can influence the direction of the country, but businesses, entrepreneurs, workers and consumers also contribute significantly to economic growth. A healthy economy requires an environment where businesses can operate, advertise and compete.

Politicians should also remember that leadership is not determined by the number of posters displayed on roadsides or the beauty of campaign offices. Voters may also consider a candidate’s record, policies, conduct, public service and reputation when making their decisions. Campaign advertising is one part of political communication; it should not become the entire measure of political engagement.

Government and relevant authorities therefore need to ensure that political advertising and commercial advertising can coexist within clear and fair regulations. Advertising spaces should be properly managed so that political activities do not unnecessarily restrict legitimate business promotion.

The goal should not be to remove politics from public spaces. Rather, it should be to create room for both political communication and economic activities.

Nigeria is a country with millions of entrepreneurs and businesses looking for opportunities to grow. If we want a stronger economy, we must create an environment where business ideas can be seen, products can be promoted and entrepreneurs can compete.

Politics should serve society, while the economy should continue to create opportunities for society. Neither should unnecessarily overshadow the other.

Idris Rufai is a Public Affairs Analyst.