We’re not regulating to strangulate, ARCON assures businesses

The Advertising Regulatory Council of Nigeria (ARCON) has explained that its role as a regulatory body in the nation’s integrated marketing communication sector is to ensure an enabling ecosystem through effective regulation, and not to stifle businesses, as being claimed in some quarters.

The Director-General of the agency, Dr. Lekan Fadolapo, gave this explanation in Lagos on Monday while giving reasons for the agency’s decision to launch its new recognition awards, the ARCON Special Recognition Awards (ASRA).

He explained that ASRA was designed to correct the erroneous impression that the agency is all about enforcement and punishment of violators of the rules and regulations guiding the practice.

“Nowadays, when we send letters to individuals and corporates, the first thing that crosses their minds is: ‘What have we done again?’, once they see that the letter is coming from us. But the aim of ASRA is to change this narrative, and let the public know that we are not all about punishment, but also ready to recognize and celebrate individuals and brands that have also practised within the confines of the advertising law, and contribute their own quotas to the development of the ecosystem,” the ARCON boss stated.

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Echoing the DG’s claim, the Chairman of the Planning Committee, ASRA, Mr. Yinka Adebayo, stated that the essence of ASRA was to demonstrate that the agency is not all about sanctions.

“It is about extending the hand of fellowship to those who do well, to get recognised, get celebrated and get rewarded. It is to inspire those who are sitting on the fence. It is to say we are not just about fining you, but when you do it well, you get rewarded. It is about developing the industry, because we can’t develop an industry that is growing in the wrong direction,” he stated.

He added that the recognition awards, slated for October 23 this year in Lagos, will be held in four categories: Advertising Compliance Awards, Public Sector Recognition Awards, Private Sector Recognition Awards and Individual Recognition Awards.