ARCON moves to regulate computer-generated imagery in advertising

By Joy Baba-Yesufu

The Nigerian Advertising Regulatory Council is making effort to regulate the use of computer-generated imagery in advertising.
The Director General of the ARCON, Dr Olalekan Fadolapo, disclosed this at a recent Advertising Standard Panel Stakeholders’ Forum in Lagos.
He noted that the move was aimed at promoting local content, maintaining industry integrity, and driving economic development.
According to Fadolapo, the forum discussed ethical standards and compliance with advertising laws within the industry.
He said, “The regulatory body has declared the prohibition of such materials surrounding the proliferation of computer-generated imagery in advertising. It has stressed the need for advertising agencies to provide verifiable information of Nigerian models featured in campaigns.”
He added that the intention was to ensure the protection of local talents and preserve Nigeria’s national interests.
Fadolapo emphasised the importance of stakeholders in the advertising sector acquainting themselves with the Nigerian Code of Advertising.
“This familiarity is crucial to understanding regulatory obligations, ensuring compliance, and following guidelines before submitting their materials for review,” he expounded.
He emphasised the importance of self-regulation and adherence to copyright laws within the advertising industry to foster ARCON’s commitment to creating an enabling environment for promoting ethical advertising standard practices.
He vowed that ARCON would continue to curb advertising violations and enforce regulatory measures on all digital platforms.
In her keynote address, the Chairman of the Advertising Standard Panel, Mrs Omowunmi Owodunni, stated that lack of ethics had made practitioners and stakeholders not comply with the ambits of the law.
“For our advertising industry to meet international standards, practitioners must be decent and legal in our approach,” she maintained.
Owodunni cautioned against the unauthorised proliferation of digital advertisements, emphasising that the regulatory body would take strict action against individuals and organisations engaged in such illegal activities.
“During the vetting process, third-party and independent assessments with verifiable information are necessary to support advertising claims,” she noted.
Owodunni further clarified that although the advertising code undergoes periodic reviews, creative content must adhere to legal standards, be substantiated, and be sensitive to laws.
ARCONs’ Director of Regulations, Mrs Martha Onyebuchi, noted that a lot of advert materials were full of misinformation that could not be substantiated.
She maintained that practitioners would be penalised for such unethical behaviour.
“ARCON is not regulating to strangle the advertising industry but to promote creativity and support local content,” Onyebuchi added.