Operators across Nigeria’s security, politics and communication industry, including creative agencies, traditional media and social media platforms, have been tasked to prioritise decency, impartiality, dispassionate and responsible messaging and compliance with the advertising law as political campaigns and conversations ahead of the 2027 general elections gain prominence in national discourse.
This advice from stakeholders who spoke at a one- day ‘Political Advertising Forum’ organized by Advertising Regulatory Council of Nigeria, ARCON in Lagos Tuesday was considered significant as the media will play a crucial role in the political messages by politicians for the battle of voters’ hearts and minds.
For ARCON, its interest is to ensure that all advertisements are legal, decent, truthful and responsible as far as Nigerian environment is concerned.
Speaking at the forum, Lekan Fadolapo, Director General of ARCON said the Council has been engaging with political gladiators, stakeholders, to ensure that in planning and executing their political campaigns, they align with the rules and regulations.
Fadolapo who explained that ARCON’s mandate provides that before an advert is exposed in any media, either traditional or new media, the law requires that the advert must have first been submitted to ARCON for approval, frowned at violations during political period.
Describing the violations as unimaginable, he showed worry on the number of political posters that have littered the streets. “This calls for concern” especially “when these political campaigns are not value propositions, they are not value-oriented, rather, they are attacking the opponent.
“They are not speaking to the substance of their manifesto. So, this calls for a strict regulation of the environment in such a way that it will not provide a forum for setting the country on fire,”, he said.
Concerned about the violations, he said ARCON is aligning with other regulatory authorities, including security agencies in ensuring that there is compliance. “This forum is another opportunity as directed by the Federal Ministry of Information that we must continue to engage stakeholders to ensure that the environment is not toxic.”, he said.
Also speaking at forum, Lanre Adisa, President of Association of Advertising Agencies of Nigeria, AAAN who alluded to the power of commercial advertising in influencing decisions but said that in political advertisement it is about people, it is about the nation.
He said “It’s about a quest for power. We are influencing decisions that could determine the direction of our country and the lives of millions of Nigerians for years to come.”
Adisa who is also chairman of Heads of Advertising Sectoral Group HASG reaffirmed the advertising industry ‘s commitment to responsible, ethical, and professional political advertising.
He advised that regulation must be seen as an enabler of responsible political communication, not merely as an instrument of enforcement. “It’s about ensuring that we sanitize the environment and grow the culture of responsible communication, not just for 2027, but going beyond that. The objective should not simply be to catch offenders and impose sanctions. It should be to create an environment in which all stakeholders understand the rules, appreciate their responsibilities, and are encouraged to comply. “
He said in the context of political power, “we must ensure that the pursuit of victory does not come at the expense of truth, decency, and the integrity of our democracy.”
Adisa said professional advertising practitioners have a crucial role to play in raising the quality and responsibility of politics communication. “A political campaign should be about more than attacking opponents, exploiting divisions, or making promises that cannot be substantiated. It should provide citizens with meaningful information about competing visions, ideas, policies, and leadership choices.”
Speaking for Nigeria Security and Civil Defence Corps (NSCDC), Segun Adeogun who is Asst Commandant said the agency is at the forefront in complementing police in ensuring compliance to laws
Badejo Babalola of INEC in Lagos advised against misinformation, hate speech, and other negative voices during and after the campaign period.
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