Practitioners of the Integrated Marketing Communication (IMC), industry and other sectoral affiliations at a one day Advertising Standard Panel Forum agreed that it is the responsibility of all practitioners to comply with the code of advertising practice especially in all their creative works deployed.
The ASP stakeholders’ Forum held in Lagos at the weekend was aimed to discuss responsible advertising as regards statutory regulations in order to avoid national insecurity that could arise out of irresponsible communication.
Advertising Standards Panel (ASP) is a statutory organ of the Advertising Regulatory Council of Nigeria (ARCON), for vetting.
In the communique at the end of the forum, stakeholders also agreed that all creative materials and content should be well vetted by ASP before exposure to the public; Head of creative in agencies should do self regulations and ensure that their creative materials are subjected to internal review before they are out; let young marketers be drilled on code of advertising practice and in submitting application to ASP, practitioners should avoid misinformation and disinformation and always substantiate their claims.
Stakeholders also highlighted the need for all to obtain the code of advertising practice, know what the law says and apply it in all the advertising deployment; all creative should be embedded and related to what the law says and lack of compliance should be subjected to legal fines as stipulated by the code.
“Advertisers and practitioners were encouraged to entrenched round plans and reduce pressure and cross check their materials before application to ensure efficiency and reduce infractions and balance the cause and finds attributes.
Also agencies should be given enough time to plan and exercise to avoid sanctions, ARCON should keep the conversation going so as not to look like ARCON just dumps the laws and slam penalties on practitioners and organisations.
The old and new meaning of advertising were highlighted at the forum with an advise that all stakeholders should understand the new definition and align it in creation of their advertising materials.
The stakeholders agreed that the Code promote decent and highest ethical standards regarding principles of legality, decency, honesty, truthfulness, respectful and mindful of the Nigeria culture, connotations, tenets and relevant laws enacted were highlighted at the forum.
It was also agreed that the onus falls on all practitioners to do the right thing through ethical practices and keep to the law.
Earlier in his welcome address, the Director General, ARCON), Dr. Lekan Fadolapo said the aim of the meeting was to chart a way forward for the industry, discuss issues, and educate practitioners on what ethical and responsible advertising is all about.
According to him, the purpose of this forum is to provide a platform for the regulator and the regulated to have the conversation on responsible advertising because where self-regulation is strong, where people comply and apply ethical standards, then government regulation or statutory regulation will be reduced to barest minimal
Commending the traditional media which include print, broadcast and OOH for their level of compliance, Dr Fadolapo said their level of compliance for responsible advertising is higher than the digital platform.
“That is why the highest level of interference happens on that platform.”
Explaining that advertising is strategic to communication, communication is strategic to national security, the DG said for this reason it will be difficult to fold hands and allow the country to be in crisis.
“We need to know that we need to continuously engage our stakeholders. We are not saying we are perfect, we are not saying we are the best, we are not saying the policies are hundred percent, but with continuous engagement, this will offer us an opportunity to look, rejig and address concerns of all stakeholders.
“This forum is primarily for us to take new lens and see how we can do our creative job better,” he added.
The Chairman, ASP, Mrs. Owowunmi Owodunni during her presentation entitled: ‘Ethical Advertising Practice: Things to avoid in marketing communications’ urged practitioners to always operate according to the code of advertising practice by ensuring that their creatives conform with the ethical rules for advertising which include legal, decent, truthful, honest and socially responsible.
She explained to the practitioners, the guiding principles of advertising in Nigeria, adding that all advertising and marketing communications in Nigeria or directed at the Nigerian market shall be legal, decent, honest, truthful, respectful and mindful of Nigeria’s culture, constitutional tenets, and relevant lawful enactments.
According to her, “All advertisements, advertising and marketing communications shall conform to the principles of fair competition, generally accepted in business, and of fair comments.
“They shall aim to enhance public confidence in advertising and shall be mindful of interest of the consumer and the public.”
Also speaking at the forum, Director of Regulations, ARCON, Martha Onyebuchi assured practitioners that ARCON regulations is not aimed to stifle creativity, but strengthen the marketing communications industry by ensuring that creative are ethical.
“We do not regulate to strangulate, but rather to strengthen the marketing communications industry. We do not regulate to stifle creativity but to have creative in line with the law and that are social responsible not otherwise.
The event which was well attended by stakeholders in the industry also had in attendance, Alhaji Bello Kankarofi, former Registra, Advertising Practitioners of Nigeria (APCON) and heads of sectorial bodies.
They include: Mrs. Tolulope Medebem, President, Experiental Marketers Association of Nigeria (EXMAN), Mr. Osamede Uwubanmwen, President, Advertisers Association of Nigeria (ADVAN); Mr. Femi Adelusi, President, Media Independent Practitioners Association of Nigeria (MIPAN); Mrs. Jbe Ologeh, President Electronic Media Content Owners Association of Nigeria (EMCOAN), among others.
BV.