Nigeria bans use of foreign models, voice-over artists for adverts

The Federal government of Nigeria has banned the use of foreign models and voice-over artists for advertisements targeted at Nigerians.

This was disclosed by Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), in a statement released on Monday, August 22. According to Fadolapo, the new policy will take effect from October 1, 2022.

He said the move was aimed at promoting local content and talents and increasing economic growth.

Part of the statement read: “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.”

Reaacting to the news, President of Voice-over Artistes of Nigeria, Segun Arinze said,

“We say this is a welcome development. It’s an enabling regulation that favours the local industry especially at a time Nigeria is in dire need of sufficient platforms for it’s teeming youth population. This is a clear demonstration of responsiveness on the part of ARCON.

“It is now left to us in the various Guilds and Associations to put our acts together and ensure that Nigeria is not only capable of filling all gaps but the capacity to project these talents to the world.

“For us at the Association of Voice Over Artistes (AVOA)Nigeria, it is a new dawn, and we are already at work on how to position our members to fill those gaps.”