ARCON, stakeholders seek stronger collaboration to shape advertising

The Advertising Regulatory Council of Nigeria (ARCON) and industry stakeholders have called for stronger collaboration among regulators, practitioners, technology companies, media organisations, academia, and consumers to foster innovation and sustainable growth in Nigeria’s advertising industry. This call was made at the fourth edition of the Advertising Industry Colloquium (AIC 4.0), which focused on the theme “The Future of Advertising: Role of Platforms, People and Regulation.”

The Minister of Information and National Orientation, Alhaji Mohammed Idris, emphasized that rapid technological advancements, such as Artificial Intelligence (AI), digital platforms, big data, and immersive technologies, are fundamentally altering how brands communicate and how consumers interact with information. Idris highlighted that advertising has evolved beyond mere product sales to influencing culture, shaping public perception, driving economic activity, promoting national identity, and supporting democratic participation.

He stressed that Nigeria's future in advertising would be shaped by three key pillars: platforms, people, and regulation, with digital platforms offering opportunities and challenges such as misinformation, harmful content, privacy, data protection, and market fairness.

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