FG tasks advertisers on pro-people policies

The Federal Government has reiterated its commitment to complying with the International Telecommunication Union’s (ITU) decision on the digitization of broadcasting. This was contained in a communiqué issued at the end of the International Summit on Advertising in Nigeria, organised by Advertising Practitioners Council of Nigeria (APCON), held recently in Lagos.

While speaking at the event, Minister of Information and Culture, Alhaji Lai Mohammed, noted that Nigeria would make the transition from analogue to digital broadcasting by June 2017, stressing that the Federal Government has the political will to ensure attainment of the goal.

According to him, “One of the biggest challenges of the current administration is to create employment to a large number of youths in the country,” and urged the summit to proactive and come out with actionable outcomes, which can inspire policies that are beneficial to the people. He assured that government would partner with stakeholders to ensure speedy implementation of the summit’s recommendations.

Among the recommendations, professionals in advertising are tasked to commit to the highest level of compliance with the advertising and broadcasting codes, and that emphasis should be more on communication planning as a tool for enhanced audience measurement and evaluation rather than just media planning. It adds also that the advertising industry should ensure that measurement with the right tools is in place as we move into digitisation to guarantee Return on Investment, and that there was need for APCON to work out an alliance with relevant international bodies for a framework to manage on-line media.

The summit, which had about 150 delegates from different agencies in attendance, observed that all media platforms would co-exist and complement one another in future, stressing the impact of technology and changes in consumer behaviours in transforming the global advertising industry. It also observed the necessity of enhanced capacity of regulators, given changes in the advertising ecosystem, the interdependence of broadcast media and advertising for survival.

The communiqué, jointly signed by APCON Registrar, Alhaji Garba Kankarofi, as well as leaders of other agencies present, further observed the increasing challenges for advertising in the era of trust, transparency and respect for consumer rights.

As specified in the communiqué, there is “need for stronger alignment between APCON and the Nigerian Broadcasting Commission and the necessity of enhanced capacity of regulators, given changes in the advertising ecosystem”. It further stressed the need for agencies to evolve into gatekeepers for knowledge of clients’ brands with the ability to integrate all the competencies necessary to enable clients to win.

It called on members to commit to reviewing existing advertising codes in the light of current realities to secure benefits for the industry and the country, noting that the industry must channel resources to research, innovation and content development.