Last Updated on August 29, 2022
An African nation has announced it will prioritize local citizens over foreigners in advertising.
Nigeria advertisements will only show Nigerian local models or voiceover artists, according to a government order which was rolled out this week.
The updated advertising laws will officially go into effect on October 1st. The new law seeks to support the local community’s talent and economy. In a statement posted on Twitter, the Advertising Regulatory Council of Nigeria (ARCON) explained this policy will help “develop local talent, including economic growth.”
Up until now, Nigeria’s advertising industry has primarily showcased non-Nigerian models and non-Nigerian voiceover actors, primarily platforming white models and voiceover actors with British accents, the Economic Times reported.
“All advertisements, advertising and marketing communications materials are to make use of only Nigerian models and voiceover artists,” ARCON said in their statement, which was released Tuesday.
Ban on the use of Foreign Models and Voice-Over Artists on the Nigerian Advertising Medium/Media pic.twitter.com/5pICTqOUt1
— Fed Min of Info & Cu (@FMICNigeria) August 23, 2022
The Nigerian government had originally sought to ease the amount of strain the local advertising was under by charging advertisement companies 100,000 nairas (approximately $240) for every non-Nigerian model used in an advertisement.
Steve Babaeko, the President of the Association of Advertising Agencies of Nigeria, explained how a growing sense of nationalism and “new sense of pride” emerged in native-born Nigerians over the past decade.
“As long as maybe eight years ago, you would notice some kind of renaissance in Nigeria. People will tell you, ‘There are about 200 million of us. Are you telling me you could not find indigenous models for this commercial,” Babaeko explained.
The Nigerian advertising industry is not as small as many believe. In 2021, the African country’s advertising industry was reportedly valued to be worth $450 million.
The head of ARCON, Olalekan Fadolapo, echoed the nationalistic views shown by the country’s people, saying, “advertising should resonate with the people.”
Stay tuned to National File for any updates.