AAAN Rejects Plan for Standalone Regulatory Body for Out-of-Home Advertising

Association of Advertising Agencies of Nigeria (AAAN) has expressed its opposition to a proposed bill aimed at creating a distinct chartered institute to oversee the out-of-home advertising sector in Nigeria.

This stance was articulated by Lanre Adisa, the President of the Association, during a public hearing regarding the bill titled “Chartered Out-of-Home Media Practitioners of Nigeria,” which took place at the National Assembly last Wednesday. The bill is backed by Senator Enyinnaya Abaribe, the Chairman of the Senate Committee on Power.

In his statement, Adisa emphasized that the advertising industry in Nigeria is already governed by a robust regulatory framework established by the Advertising Regulatory Council of Nigeria (ARCON). This body is responsible for oversight, maintaining ethical standards, and ensuring consistency in practices throughout the industry.

Adisa argued that rather than creating a new entity that would duplicate the functions of ARCON and other relevant organizations within the marketing communication sector, the National Assembly should focus on enacting legislation that enhances the current framework to fill any existing gaps in ARCON or OAAN.

While acknowledging the concerns of outdoor advertising professionals regarding the protection of their investments, he remarked that it would be illogical to establish a chartered organization with unilateral authority over the locations of their boards, as such powers are constitutionally vested in local governments.

He also refuted the assertion made by the bill's proponents that the installation of outdoor structures lacks regulation, clarifying that this responsibility lies with state outdoor agencies, such as LASAA in Lagos and similar organizations in other regions of the country.

He expressed that establishing an additional regulatory body for outdoor agencies at this juncture is both counterproductive and unwarranted, as it would render state agencies irrelevant or, at the very least, lead to their potential dissolution.

He called on members of the National Assembly to abandon the bill, warning that it could result in overlapping responsibilities, administrative inefficiencies, and a fragmentation of an industry that relies on integration and unity.

This fragmentation could hinder the advancements we have achieved in creating a cohesive and globally competitive advertising ecosystem under the existing regulatory framework provided by ARCON, he stated.

He characterized the proposed chartered entity as one that would impose unnecessary challenges on outdoor professionals and those viewing it as a business or career.

Initially, they would need to obtain certification from ARCON to operate or manage an outdoor business. Once this requirement is met, they would then be expected to secure a second certification from the proposed chartered institute to continue their operations, he explained.

He urged the members of the National Assembly to refrain from establishing a detrimental precedent for the industry through the approval of the bill, emphasizing that the introduction of an additional regulatory body would lead to confusion within the sector.

Currently, ARCON oversees no fewer than six sectoral organizations. We can only speculate on the confusion and complications that would arise if each sectoral group were to pursue a separate regulatory body under the guise of enhancing professionalism and safeguarding investments. At AAAN, we believe that these challenges can be effectively managed within the existing framework if we apply the same creativity we provide to our clients in our own practices and operations, he stated.

He encouraged stakeholders, including the bill's proponents, to prioritize collaboration as a means to promote industry advancement without introducing redundancies that could impede growth.