ARCON bans use of foreign models and voice over artists for adverts

The use of foreign models and voice actors in commercials aimed at Nigerians has been outlawed by the federal government.

This was said in a statement issued on August 22 by Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON). The new policy, according to Fadolapo, will go into force on October 1, 2022.

He claimed that the action was intended to boost local talent and content as well as economic progress.

"In line with the federal government’s policy of developing local talent, inclusive economic growth and the need to take necessary steps and actions aimed at growing the Nigerian advertising industry, the Advertising Regulatory Council of Nigeria (ARCON), being the apex advertising, advertisement and marketing communications’ regulatory agency of the federal government, has in accordance with its statutory mandates, responsibilities and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, bans the use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space with effect from 1st October 2022.

"All advertisements, advertising and marketing communications materials are to make use of only Nigerian models and voice-over artists.

"Ongoing campaigns are permitted to run out their terms, however, subsequent applications for re-validation for continued exposure of such materials will not be granted by the advertising standards panel (ASP).

"Advertisers, advertisement agencies, media houses, advertising community and the general public are hereby enjoined to take note," the statement in part read