5th APCON Reforms: Absence of SO & U, Carat MP, Media Share, Sharemind, others Send Wrong Signals

In law, is it not said that “He who goes to equity must come with clean hands”? The absence of Udeme Ufot’s SO & U Advertising and Maxi Media, Lolu Akinwunmi’s Media share, Biodun’s Shobanjo’s Carat MP and Erhabor Emokpae’s Sharemind from the list of agencies that have complied with the 5th advertising code may send uncomplimentary signals to others in the industry reports Brandcrunch

The Advertising Practitioners Council of Nigeria (APCON), the government regulatory agency for advertising and related professions, a week ago gave a clean bill of health to only ninety-five (95) agencies to practice in their respective chosen area of interest without let or hindrance.

APCON organised a ceremony in Lagos to mark the first formal issuance of corporate licences to agencies that applied and fulfilled the laid down conditions to practice advertising and related businesses as certified members of the profession. This signals the take-off of the new licensing regime which is renewable every three years.   

The total number is made up of 5 media specialist agencies, 41 creative agencies, 46 Out-of home and three content production companies.  This shows that industry sectoral bodies such as Media Independent Practitioners Association of Nigeria (MIPAN), Association of Advertising Agencies of Nigeria (AAAN), Outdoor Advertising Association of Nigeria (OAAN) have fully bought into the amendment. 

However, this figure is a far cry from the sea of agencies that ply their trade in the different segments of the industry expected to apply for the new certification in line with APCON’s 5th Code of Advertising Reforms as recommended by the APCON Committee on Advertising Practice Reforms (ACAPR) headed by Mr. Willy Nnorom. 

The sitting APCON Chairman, Mr. Lolu Akinwunmi inaugurated the ACAPR on the 22nd of December, 2010to among others:  i. Review current conditions for the entry into the profession as they affect Nigeria and foreign practitioners and advise their adequacy or otherwise, proposing corrective measures where necessary. ii. Consider the need to ensure that local and foreign practitioners are properly registered with and certified by APCON before being allowed to practice in any advertising-related agency or company in Nigeria in line with the practice in other recognised professions. iii. They were also mandated to consider regulations that can adequately ensure that Nigerian agencies own majority stake in affiliation and equity agreements and if necessary propose maximum equity ownership by foreign investors and partners.

Speaking on the ACAPR whose membership cuts across all sectoral groups in the industry, the APCON chairman expressed satisfaction with extensive consultations and the final outcome of the assignment.

“The efforts resulted in the 5th code of advertising Practice which was consequently presented to the Hon. Minister of Information, Labaran Maku, who also presented same to the President and Commander-in-Chief, his Excellency, Dr. Jonathan Goodluck. It has since been gazetted and is now law” says the APCON Chairman.

However, the absence of some key organisations on APCON’s list for the new licences sends a dangerous signal to other yet to be licensed operators. For instance, the Prima Garnet group’s Media Share, Udeme Ufot’s SO & U Advertising and Maxi Media, Troyka group’s Carat MP and Erhabor Emokpae’s Sharemind were obviously absent from the list. Industry watchers who craved anonymity say their absence is a disservice to the industry. “Strategically these leading shops should be at the fore-front to encourage the younger players”.

The 5th amendment document prescribes various frame works for the relevant licensing procedures, which would follow the approval of the code. The new regime has since rolled into effect January 1, 2013. Since this date, Mr. Akinwunmi revealed that the council has worked tirelessly in reaching out to all local and foreign practitioners with a view to ensuring compliance at all levels.

Sounding a note of warning to defaulters during the issuance of the corporate licences, the Chairman reiterated that APCON has government’s full backing to enforce compliance now that the first set of certificates and licences are being issued. “Under the law APCON can have defaulters prosecuted, and if such people are found guilty, the stand the risk of paying a hefty fine or being imprisoned or both” Adding that the government through its regulator is determined to protect what messages are developed and exposed to Nigerian through the advertising medium, by ensuring that those who work in the industry are qualified and operate under the right code.

Alluding the infamous appendage – “toothless bulldog” that has been associated with the council for long its 24 years history, Alh. Garba Bello-Kankarofi, Registrar/ CEO, APCON says the issuance of certificates brings a turning point to advertising regulation in Nigeria. “Advertising like other respectable professions, is in the ascending stage in Nigeria. It will no longer be a profession for the charlatans or the gate-crashers”.

Confronted with names of some leading agencies missing on the APCON certification lists, the Registrar/CEO says it’s a continuous exercise as similar event will come up from time to time.  It is also believed that some others might have applied late necessitating a break neck speed difficult to contend with. In all, APCON must demonstrably whip the big players into the fold to justifiably chide the recalcitrant “hot-Shoppe” operator. {fcomments on}