The Advertising Regulatory Council of Nigeria (ARCON) has rejected the imposition of multi-million naira charges for political billboards, describing them as arbitrary and inconsistent with the country's advertising regulatory framework. This move comes as political parties and aspirants intensify preparations for the 2027 general elections. ARCON's Director-General, Dr. Olalekan Fadolapo, warned that such charges could have far-reaching consequences beyond political campaigns, threatening Nigeria's out-of-home advertising industry and associated business interests.
The disagreement centers on the respective responsibilities of ARCON and state-level signage authorities in regulating outdoor advertisements. While state governments and their agencies exercise control over outdoor advertising structures, Fadolapo argued that their powers do not extend to vetting and approving advertisements before they are displayed. He emphasized that the statutory responsibility for vetting and approving advertisements rests with the Advertising Standards Panel established under the Advertising Regulatory Council of Nigeria Act No. 23 of 2022.
According to Fadolapo, the imposition of arbitrary charges on political advertisements is not only inimical to Nigeria's political atmosphere but also constitutes a fundamental menace to general out-of-home advertising and a threat to business and economic interests in Nigeria. He maintained that there is no basis for such charges after political advertisements have complied with the requirements of the national advertising regulator. The issue assumes greater significance as political parties and candidates prepare to deploy various forms of outdoor advertising to reach voters ahead of the 2027 elections.
The disparity in charges across states could create complications in the political process, with Fadolapo acknowledging that it will definitely create problems on the political stage in Nigeria. He linked the issue to the broader objective of ensuring a level playing field for political parties, saying state governments and their signage agencies should not undermine efforts towards free, fair, and credible elections. ARCON's position is for the provisions of the Advertising Regulatory Council of Nigeria Act to be allowed to operate in regulating advertising.
Beyond the immediate political implications, the dispute highlights a broader question about the regulatory environment for Nigeria's out-of-home advertising industry. Outdoor advertising operators already have to contend with different administrative requirements and charges across locations. The emergence of additional charges specifically targeting political advertising could further complicate the operating environment. Fadolapo said ARCON is aware of the concerns and is engaging the affected state governments to resolve the matter.
ARCON is reaching out to state governments to amicably address the issues and find a permanent solution. Fadolapo acknowledged the constitutional responsibilities of local governments concerning outdoor activities, stressing that the different levels of government should complement one another rather than create overlapping regulatory structures. He also noted that ARCON understands the constitutional roles of local governments in respect to outdoor activities, with both bodies complementing each other's roles.
The controversy has raised questions about whether outdoor advertising regulation could become a means of discriminating against political parties or candidates. However, Fadolapo said ARCON has not recorded cases of state governments or signage agencies rejecting or removing political advertisements because of the political identity or affiliation of the advertisers. With political advertising expected to increase as the 2027 elections draw closer, the outcome of ARCON's engagement with state governments could determine how the competing interests of national advertising regulation, local government responsibilities, and political campaign activities are balanced.
Key points
- ARCON rejects arbitrary charges for political billboards, citing inconsistency with Nigeria's advertising regulatory framework.
- The imposition of charges could have far-reaching consequences beyond political campaigns, threatening Nigeria's out-of-home advertising industry.
- ARCON is engaging state governments to resolve the matter and find a permanent solution.
