THE Advertising Practitioners Council of Nigeria APCON has identified collaboration of all the sectoral groups through compliance as key to success of the industry.
This was the focus of stakeholders forum held recently to reawaken practitioners on the need to take best advantage of advertising for their mutual benefit.
The forum, a collaborative effort of APCON, International Centre for Alcohol Polices (ICAP), and the European Advertising Standards Alliance (EASA) also attracted the participation of research institutions, academia, government agencies, media organisations, advertisers and advertising agencies. The sectoral heads present at the forum pledged unconditional support for APCON?s regulatory initiatives.
The conference considered regulation and controlling as very important in all ramifications since this affects all that APCON does, as a principal function through the law establishing it.
In his welcome address, the APCON chairman, Lolu Akinwunmi, said ?a high level of discipline is required in the operation and practice of the profession. This is referred to as best practice anywhere in the world. Since advertising has influence and effect on the receiving audience, it is expected that it must be legal, decent, honest, truthful and mindful of Nigeria?s culture in its operation and practice. It is therefore in the interest of all those in the advertising industry whether as advertisers, advertising/media independent agencies or the media houses, to ensure that advertising follows a set of rules that enables it to embrace the best practice principles.?
With the theme Regulatory Framework for the Marketing Communications Industry in the 21st Century?, Lolu said ? is in recognition of the fact that this profession faces some new realities and challenges which we must address together as stakeholders, especially as Nigeria continues to manage the advantages and challenges of globalisation. Given the scenario, I believe that our Council can take concrete steps in protecting the Nigerian consumer and ensuring that practitioners do the right things professionally through an acceptable regulatory framework.?
He added that advertising standards and compliance issues, require serious efforts by both client and practitioners, which in turn, would benefit the industry, leading to ?stability and growth in the industry, growth in consumers? confidence in advertising, inter-sectoral mutual respectability and cooperation, continuous attraction of quality resources and support to the industry, The generation of much needed reliable data practitioners can then play key roles within the polity if the right thing is done.?
The forum addressed issues that are not only bane to the industry but would help set global initiatives dedicated to reducing harmful use of alcohol, focusing on the marketing and advertising of beverages alcohol and encouraging responsible practice and enforcement.
Some of the agreements reached and signed by APCON?s Registrar, Alhaji Bello Kankarofi, and the chairman of Advertising Standard Panel (ASP) includes: To practice advertising responsibly, actively embracing self regulation within a responsible statutory framework. And one effective way of ensuring that advertisement meets required standards is for advertising to be pre-vetted. The media has an important task of aiding compliance if they endeavour to always demand for an ASP certificate before exposing ad materials. Where the media house refuses a placement, such action should be reported to the ASP;
effective monitoring and enforcement procedures are necessary to ensure advertising standards are maintained and that it must also be credible. A lack of awareness by consumers, of regulatory bodies and their compliant procedures constitute problem to compliance issues and effort should be made to address such; complaint jury, independent of government control. Advertising practitioner should abide by the four ideals of advertising: It must be truthful, decent, legal, done with a sense of responsibility and respect to human dignity. Show due respect for religious sensibilities especially the use of religious symbols, adhere strictly to the requirement that testimonies must be truthful, verifiable and all claims must be substantiated;
gender stereotyping and discrimination should be discouraged and references to sensuality. Message to children should be free from exploitation prejudicial to any aspect of the child?s welfare. Issues of privacy should be taken seriously, ensuring that person, whether in a public capacity, should not be portrayed without prior written permission. The two regulatory types (self regulation and statutory regulation) compliment each other, self regulation does not and cannot work by self. Every effort should be made to improve the efficiency of the self regulatory system, alongside statutory backing;
issues of culture, language local sensibility must be protected as a support for the system that ensures we continue to enjoy consumers confidence. Rules and regulation demand compliance viz: do not subvert that laws and our code of Advertising Practice;
advertisers should ensure that their marketing activities are socially responsible, comply with best practices taking into account the concerns of consumer organization and parents. Effort as self regulation must be robust and all inclusive. Responsible corporate practice should be encouraged to ensure business growth; and
APCON should promote more inclusive collaboration by all industry stakeholders in the areas of debts and an Audit Bureau of Circulation (print, electronic and out of home).
It was also agreed that enforcement of regulations and related sanction are key to an effective regulatory system. Compliance is the responsibility of all stakeholders.
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