Beginning on Saturday, October 1, the Nigerian Advertising Regulatory Council of Nigeria (ARCON) has outlawed the employment of models and voice actors from other countries.
Olalekan Fadolapo, the director general of ARCON, stated in a statement that the restriction is consistent with the Federal Government’s aim to foster homegrown talent and broad-based economic growth across all industries, including advertising.
In accordance with its statutory mandates, responsibilities, and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, Fadolapo stated that “ARCON, being the apex advertising, advertisement, and marketing communications’ regulatory agency of the Federal Government, has banned the use of foreign models and voice-over artists on any advertisement targeted of exposed on the Nigerian advertising space with effect from the first of October 2022.”
The director-general further stated that only Nigerian artists and models should be used in all commercials and marketing communications materials.
He clarified that ongoing advertising and marketing initiatives may continue until the end of their allotted time before the prohibition will be put into effect.
However, the Advertising Standards Panel (ASP) will not approve any further requests for revalidation for the ongoing exposure of such ads, according to Fadolapo.
ARCON advised the public, advertisers, media outlets, advertising communities, and advertising agencies to be aware of the restriction.