ARCON’s reform demanding use of local talents get backing
Many Nigerians have thrown their weight behind the Advertising Regulatory Council of Nigeria’s (ARCON) directive that requires advertisements targeted at Nigerian market to use local models and voice-over artists in
Many Nigerians have thrown their weight behind the Advertising Regulatory Council of Nigeria’s (ARCON) directive that requires advertisements targeted at Nigerian market to use local models and voice-over artists in their material.
This followed a viral retweet by Tesla billionaire, Elon Musk, that thrust the years-old policy into a global spotlight this week. Musk reposted a claim by X account Wild Videos, alleging Nigeria had “become the first country to ban white and British models in all advertising.”
For many, ARCON’s directive is not an anti-racist policy but a local talents development and industry growth policy aimed at Nigerian advertising industry.
The policy was issued on August 22, 2022, under ARCON Act No. 23 of 2022, signed by Director-General, Dr. Olalekan Fadolapo. It restricts non-Nigerian, regardless of race or country of origin, from featuring in advertisements targeted at Nigerian market, with effect from October 1, 2022. A Ghanaian, Black British model and a white German actor are equally affected. A white Nigerian citizen is not. The distinction is citizenship, not colour.
Even Grok, Musk’s own AI tool on X, stepped in to correct the record in replies, noting the ban is “nationality-based, not race-specific,” and that the “white and British only” framing was “sensationalised hype from the old policy.”
Read Also: FG to IBEDC: Expedite action on free meter distribution to Nigerians
Social critic, Daniel Regha, also lend his voice to the debate, in response to Elon Musk: “Elon, context matters. While there’s mixed reactions to this even among Nigerians, the country’s move to place a ban on foreign models is to up the chances of Nigerians in Nigeria have an opportunity to secure such jobs and promote local talent in advertising.
In a statement, Professional Models Association of Nigeria, through spokesman, Kenneth Ighodalo, said hailed the directive,” lauding ARCON for “having the will to take the step after decades of calls to prioritise Nigerian content and stop misrepresentation of our identity as Nigerians.”
Ighodalo was unequivocal: the ban “had absolutely nothing to do with racism.” He added: “Finally, we should focus on the positives to tell our stories, promote our people, talents, arts, culture, fashion and identity in our advertising, and ARCON is on the right track.”`
