‘We’ll punish violators’ — ARCON cautions agencies, media against unapproved adverts

The Advertising Regulatory Council of Nigeria (ARCON) has warned media owners and advertising agencies against the use of provocative, offensive, and non-vetted adverts.

Olalekan Fadolapo, director-general of ARCON, spoke in a statement issued in Lagos on Tuesday.

Fadolapo said the council noted with concern, a series of advertisements displayed during the Easter celebration by media and advertising organisations.

He said the adverts were offensive and incendiary, adding that they were neither submitted nor reviewed by the advertising standards panel in accordance with the provisions of sections 53(1) of ARCON Act no. 23 of 2022.

“A number of advertisements were observed during the Easter celebration by the council to be unpleasant and demeaning to the Christian faith,” he said.

“The council will take necessary action to ensure that the rights, sensitivities, and religious beliefs of any sect or group of people are not ridiculed, disparaged, or exploited for commercial gains or otherwise.

“Advertisers, advertisement agencies, and the media as well as its owners are strongly advised to desist from exposing any form of advertisement without obtaining the prior approval of the standard panel.”

Fadolapo warned that violators would be penalised in accordance with the law.

On Monday, the Christian Association of Nigeria (CAN) had condemned FrieslandCampina WAMCO Nigeria PLC, makers of Peak Milk, for using an “offensive” advert to depict the crucifixion of Jesus Christ.

The company published an Easter message on Friday with a picture of a dented tin of Peak Milk pierced on two sides with a nail.

Following the censuring, the management of the company apologised to CAN over the controversial advert.