The Advertising Regulatory Council of Nigeria (ARCON) has prohibited the use of foreign models and voice-over artists in Nigerian advertising.
The organization being the apex advertising, advertisement and marketing communications’ regulatory agency of the federal government, has in accordance with its statutory mandates, responsibilities and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, banned the use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space with effect from 1st October 2022.”
Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), stated that the move was intended to promote local content and abilities while also enhancing economic growth.
Ongoing campaigns are allowed to run their course; however, subsequent petitions for re-validation for continuous exposure of similar materials will be denied by the advertising standards panel (ASP).
All commercials, advertising, and marketing communications materials must feature exclusively Nigerian models and voice-over artists.
What this means
Adverts targeted at the Nigerian audience must now be voiced by locals instead of foreign voiceover artists.