Nigeria's campaign season has its first rulebook for advertisers. At a Political Advertising Forum in Lagos on 20 October, the Advertising Regulatory Council of Nigeria (ARCON) told parties, candidates, agencies and media owners that political adverts must be approved before they are published, broadcast or distributed online ahead of the 2027 general elections, ThisDay and Broadcast Media Africa report.
Olalekan Fadolapo, ARCON's director-general, said political advertising "affects the electoral process, public order and national cohesion", and criticised posters and messages that attack opponents instead of setting out manifestos or policies.
The rules as stated at the forum
- Every political advert, in traditional or digital media, needs ARCON approval before it appears.
- It should not run until a certificate of approval is issued, and copies should accompany media placement orders.
- Broadcasters should check approval status before accepting political material.
- Campaigns should submit materials and media schedules well ahead of publication; Emmanuel Agu, chairman of the Advertising Standards Panel, said urgent requests can be fast-tracked.
- ARCON warned in June that unapproved political advertising could be an offence under Section 34(3) of the ARCON Act.
Who carries the risk
Charles Odenigbo, director-general of the Centre for Media Law and Development, said compliance "is a legal obligation and not an election-season formality" and urged media houses to reject uncleared adverts. Liability, speakers said, can extend beyond the publisher to sponsors, beneficiaries of a campaign, agencies, media buyers, planners and consultants who commission, pay for or benefit from an ad.
Lanre Adisa, president of the Association of Advertising Agencies of Nigeria, asked that regulation also encourage responsible political communication, not only catch violations. INEC and the Nigeria Security and Civil Defence Corps attended; a Civil Defence officer said security agencies would work with the police on compliance.
