The Nigerian government just took a big step in the ‘Nigeria first’ direction and banned the use of foreign models and voice-over artists in local advertisements.
The stern political move was motivated by the Federal Government’s interest in developing local talents. The government believes doing this will also be inclusive of economic growth, and growing the West African country’s advertising industry.
The Advertising Regulatory Council of Nigeria (ARCON) issued the directive on Monday (August 22).
“All advertisements, advertising, and marketing communications materials targeted or exposed on the Nigerian advertising space are to use only Nigerian models and voice-over artists,” the council stated.
The order takes effect from October 1 and the Nigerian government has given a leeway for all ongoing campaigns to keep running until the end of their terms.
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
According to local media reports, President Muhammadu Buhari signed into law a bill giving ARCON the mandate of ensuring the preservation of local Nigerian content and the use of indigenous skills as an important element in local advertising marketing communication services.
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