Apparently following the recent controversy over the Easter Day advertisement by a leading dairy brand, Peak Milk, which a number of people have described as irresponsible and insensitive advertising, the Advertising Regulatory Council of Nigeria (ARCON) has warned that all advertisements and marketing communications must be duly approved before exposure.
The regulator said the agency will not hesitate to institute appropriate sanctions in accordance with the law. The apex advertising regulatory agency gave this warning in a statement signed by the Director General of the agency, Dr. Olalekan Fadolapo.
It reads: “The Advertising Regulatory Council of Nigeria (ARCON) noted with concern, the series of advertisements exposed during the recent Easter celebration by advertisers, media owners (traditional and online] and advertising agencies.
“The advertisements were not only provocative, insensitive, offensive, incendiary but were also not submitted nor vetted by the Advertising Standards Panel in accordance with the provisions of section 53[1] of the Advertising Regulatory Council of Nigeria Act No.23 of 2022.
“The Council will take necessary actions to ensure that the rights, sensitivities and religious beliefs of any sect, or group of people are not ridiculed, disparaged, or exploited for commercial gains or otherwise”.
According to the statement, the regulatory agency had observed with concern, a series of unpleasant advertisements during the Easter Celebration which were deemed offensive and demeaning to the Christian faith.
Advertisers, advertisement agencies, and the media/media owners have been advised to ensure all advertisement and marketing communications are approved by the Advertising Standard Panel, ASP before exposure to avoid sanctions.
