Minister, NBC, ARCON, others call for responsible deployment of AI

Minister of Information and National Orientation, Mohammed Idris; Director-General, National Broadcasting Commission (NBC), Charles Ebuebu; Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Olalekan Fadolapo, were among the distinguished personalities who canvassed responsible deployment of Artificial Intelligence (AI) yesterday.

They spoke at the ongoing 2026 National Advertising Conference (NAC) held in Abuja.

Themed, ‘Repositioning the marketing communications industry for the next frontier,’ Idris, who was represented by the Permanent Secretary, Ministry of Information and National Orientation, Binyerem Ukare, observed that digital technology and AI are changing consumer behaviours.

Saying AI presents opportunities to improve audience analysis, content development, and measurement, she argued that it also raises important questions about authenticity, intellectual property, consumer privacy, transparency, and accountability.

To this end, he said: “We must ensure that technology is deployed responsibly. National Artificial Intelligence Investment Strategy provided a framework for responsible AI deployment. As the industry evolves, regulation must respond to the new realities. Regulation should protect consumers, protect fair competition, and maintain professional standards without resisting creativity.

“Misleading claims, deceptive endorsement and manipulated content can weaken public confidence. Trust and professional responsibility must be placed at the centre,” he added.

To Ebuebu, technology partners must develop secure solutions. All stakeholders must collaborate transparently and strengthen their institutional responsibility. The market needs independently governed measurement; advertisers and agencies must plan, verify and evaluate campaigns against transparent standards.

Speaking further, he added that technology supplies data, sound methodology, and independent assurance give it value.

Ebuebu promised that the NBC would help create enabling conditions for transformation, adding: “No single institution can build this market alone. I encourage broadcasters to strengthen their content and operational data.

Advertisers and agencies must support common measurement standards.”

On his part, Fadolapo noted that we must strengthen trust in our industry and that responsible advertising, truthful communication, consumer protection and respect for cultural values must remain central to our practice. Growth without responsibility cannot be considered true progress.

However, he noted that technology must remain a tool in the hands of skilled professionals, adding: “Our greatest strength will continue to be our ability to understand people, tell compelling stories and create ideas that move society and drive meaningful business outcomes.”

The Chairman, Heads of Advertising Sectoral Groups (HASG), Lanre Adisa, said the sectoral groups would partner with ARCON to develop competence and standards in a dynamic world.

The Vice President of the International Advertising Association (IAA), Steve Babaeko, noted that in the age of AI, IAA was driving conversations to change narratives.