As campaign begins: Billboard permit fees rattle candidates

As the presidential and National Assembly elections campaigns commence on Wednesday, it is evident that candidates will employ various methods to attract public attention, with billboards being a prominent focus. The Independent National Electoral Commission (INEC) has approved 19 presidential candidates to contest in the upcoming 2027 general elections.

To promote their campaigns, candidates are utilizing a range of publicity tools, including roadside displays, rallies, and recorded and live broadcasts, along with media such as handbills, flyers, posters, billboards, jingles, and advertisements. Campaigns have already begun in various towns and villages, with streets adorned with posters and billboards for the candidates.

Some states, such as Abia and Anambra, have introduced substantial permit fees for billboard placement, prompting concerns that politicians are forced into a costly bidding war to secure visibility ahead of future elections. These fees have raised questions about the intentions behind their implementation, with some politicians suggesting it may be to deter opposition candidates who may not have access to sufficient funds.

The controversy surrounding these fees has emerged during a challenging period for the Tinubu administration, which is facing public criticism over its economic policies. Reports indicate that in the 2015 elections, a remarkable 161 billboards were erected in Abuja to rally support for then-President Goodluck Jonathan in his re-election bid.

The fees for billboard placement vary across states. For instance, Rivers State charges N75 million for presidential billboards and N50 million for governorship billboards. In Abia State, the fee for presidential candidates is N75 million, while for governors, it is N50 million. Local governments within these states also impose different fees; for example, Abua/Odual Local Government levies N70 million for presidential candidates and N50 million for governors.

A new regulation in Abua/Odual Local Government aims to manage outdoor advertising and signage during political campaigns, including a mandatory permit system.

In Kano State, the fee for billboard placement stands at N1.1 million, with no differentiation between political and commercial billboards. This fee is significantly lower than in other states. The Kano State Signage and Advertisement Agency, responsible for regulating outdoor advertising and signage, primarily deals with approved advertising companies, which pay the relevant fees for billboard placement, whether for political or commercial purposes.

Kogi State has also established fees to regulate political advertising, ensuring compliance with existing signage regulations and generating revenue for the state's development. The Commissioner for Information and Communication in Kogi State, Kingsley Fanwo, recently announced these measures.