ARCON ASRA Awards: When Regulation Decides to Show its Human Side
By Olayemi Jonson An out-of-home advertising outfit was approached by officials of one northern states. They needed spaces in the arrival and departure lounges of the Murtala Mohammed International Airport
The Advertising Regulatory Council of Nigeria (ARCON) has introduced the ARCON Special Recognition Awards, ASRA, in a bid to showcase a softer side of regulation. The awards, announced during a press briefing, aim to highlight the achievements of organizations and individuals who have successfully complied with ARCON's regulations.
Initially, the Council considered only introducing Compliance Awards, focusing on vetting, as a critical aspect of its regulatory oversight. However, they decided to expand the concept to encompass other areas of relevance within the advertising ecosystem. This expansion led to the introduction of four categories: Advertising Compliance Awards, Public Sector Recognition Awards, Private Sector Recognition Awards, and an additional category for showcasing exceptional contributions.
The Director-General of ARCON, Dr. Olalekan Fadolapo, acknowledged that the Council's reputation has primarily been associated with sanctions and penalties for non-compliance. However, he emphasized that the Council's goal is to transform this perception, making ARCON a regulator that not only enforces rules but also recognizes and rewards those who adhere to them.
This shift in focus is intended to foster a more harmonious relationship between the industry and the regulator, emphasizing the shared commitment to upholding standards and promoting the growth of the advertising sector.
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