Lagos State Government Denies N700m Billboard Permit Fee Claim

The Lagos State Government has denied reports that it has increased billboard permit fees to N700 million, describing the claim as false and misleading. According to the Commissioner for Information and Strategy, Gbenga Omotoso, the allegation circulating on social media was intended to misrepresent the state’s outdoor advertising regulations. The government clarified that billboard structures were owned and operated by private advertising companies.

The controversy surrounding the alleged high billboard fees followed a social media post suggesting that the fees were responsible for the absence of the New Democratic Congress (NDC) campaign materials on Lagos roads. However, the government maintained that the most expensive billboard placement in the state costs about N10 million monthly. The Lagos State Signage and Advertisement Agency (LASAA) was described as a regulatory body that does not own or operate billboards.

The government explained that individuals and companies seeking to operate as outdoor advertising practitioners in Lagos must obtain a non-refundable, one-off registration form costing N7 million, register with the Advertising Regulatory Council of Nigeria (ARCON), and meet other statutory requirements. This registration requirement is distinct from the statutory permit fees payable for individual advertising structures and the commercial costs of media placement, production, and other advertising services.

According to the government, LASAA does not determine the commercial rates charged by billboard owners, as such charges are determined by private operators. The regulatory fees applicable to billboard structures vary according to factors such as size, format, and location, with different rates applying across designated zones. This means that the cost of advertising on billboards in Lagos can vary significantly depending on the location and type of billboard.

The government also clarified that political campaign advertisements must be displayed on approved advertising structures operated by registered outdoor advertising practitioners with valid LASAA permits. The structures must satisfy established requirements relating to their locations, structural safety, and environmental standards. This is part of the government's efforts to ensure that outdoor advertising in Lagos is regulated and safe.

As political activities ahead of the 2027 general election gather momentum, LASAA has recently embarked on public sensitisation on election campaign advertising guidelines. The goal is to educate political parties, candidates, advertising practitioners, and members of the public on the applicable regulations. The agency’s responsibility is to regulate outdoor advertising, administer permits, and ensure compliance with relevant laws.

The government further disclosed that LASAA would remove campaign communication materials after election activities to restore the city’s visual appeal, at no cost to the public. Reaffirming its position on political participation, the state government said Lagos remained open to all political parties and candidates. The government emphasized that it would continue to regulate outdoor advertising in a fair and transparent manner.

Key points

• The Lagos State Government has denied reports of a N700 million billboard permit fee, saying the most expensive outdoor advert costs N10 million monthly.
• The government clarified that billboard structures are owned and operated by private advertising companies, not the state government.
• Political campaign advertisements must be displayed on approved advertising structures with valid LASAA permits.