The Advertising Regulatory Council of Nigeria, ARCON, has cautioned advertising agencies against presenting creative and advertising materials that threaten the security of the country for the council’s vetting and approval.

Dr Olalekan Fadolapo, the Director General of ARCON, gave the caution at the Advertising Stakeholders Panel Forum on Thursday in Lagos.

He lamented the rate of indecent, unwholesome, untrue, unsubstantiated and misleading adverts forwarded to the council for approval.

He noted that about 30 adverts were recently declined approval because they failed to meet the laid down ethical standard of ARCON.

He said, “This programme was organised to provide a platform for regulators and advertising agencies to brainstorm on responsible advertising. There is a need for self-regulation of advert contents which helps to verify what they are presenting to the regulatory body.

“I want to let you know that the level of compliance to the code of ethics of ARCON is higher in traditional media than in digital media. There are high levels of shenanigans happening on the digital media.

“As the gatekeeper of advertisements, I want to warn that advertisements or creative materials on both traditional and digital media must be thoroughly vetted before giving approval, and I am urging this forum to look into how we can strengthen the regulatory code and ensure its effective enforcement.”

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