APCON CHECKMATES ILLEGAL ADVERTISING PRACTICE
The Chairman of Advertising Practitioners Council of Nigeria (APCON), Mr. Lolu Akinwunmi on Wednesday, December 22, 2010 inaugurated a committee to protect the integrity of advertising practice and ensure that current regulations are reviewed in line with local interests and global standards.
Briefing newsmen at the end of the inauguration at APCON House, Iganmu Lagos, the Chairman said there is need for stricter professionalism within the advertising industry.
According to Mr. Akinwunmi, no doctor, lawyer, engineer, banker and pharmacist is allowed to practice in Nigeria and in other parts of the civilized world without being registered and certified by the relevant official professional body.
He also said that in many countries no foreign advertising practitioner will practice or even book or flight an advertisement except they are properly certified and registered as practitioners.
'In Brazil for example, no foreign producer can work without first obtaining official permission from a body similar to APCON. In addition, such producers will have to use the services of local professionals and models; exceptions are made only when such talents are not available within the country'.
As Mr. Akinwunmi pointed out 'there is need in reviewing the various parts of the advertising professional practice with a view to ensuring that they conform to global standards and compensate local interests.
In addition, APCON is exercising its mandate in ensuring that the advertising profession is allowed to grow and mature within a fair and equitable environment'.
The APCON Chairman who succeeded Mr. Chris Doghudje gave the new committee called the 'APCON Committee on Advertising Practice Reforms (ACAPR)' the following terms of reference:
• Review current conditions for entry into the profession as they affect Nigerian and foreign practitioners and advise their adequacy or otherwise, proposing corrective measures where required.
• 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 recognized professions.
• Consider regulations that will ensure that unregistered local and foreign professionals do not negotiate, book/place media spots or operate as any component or agent of advertising practice without being properly certified or registered by APCON.
• Consider regulations that will ensure that APCON-registered Nigerian professionals are given the first option of consideration in employment, during film shoots, radio productions, etc. In addition, Nigerian models should also be given the first option of choice in the production of commercials and film projects, except where specifically
foreign -type models are required.
• Consider regulations that will ensure that local and multinational organizations consider the use of Nigerians in advertising-related functions within their organizations, ensuring that qualified Nigerians are given fair opportunities and first options for such
positions.
• Ensure that appropriate sanctions are put in place with the support of sectoral bodies to stop all parties from reneging on especially financial commitments to the detriment of the other parties. The Committee will also advise on the next and binding steps on the report
from ASCOMDI.
• Consider and propose appropriate sanctions against the infringement of any of the proposed regulations.
• Propose appropriate post approval implementation criteria and format of the new regulations which will make them effective
• Consider and present other proposals within the framework of the Terms of Reference but not necessarily limited to the terms which will adequately review the current practice with a view to bringing them to par with global practice and adequately promoting professionalism and local interests.
According to the Chairman the Committee will be expected to formally invite and receive contributions and memoranda from all sectoral bodies represented within APCON and other non-APCON associations (Association of Voiceover Artistes(AVOA), Independent Television & Radio Programme Producers Association of Nigeria(INTARPPAN), Independent Television Producers Association of Nigeria (ITPAN) and Association of Modeling Agencies of Nigeria (AMAN), that offer critical support services within the advertising practice.
The Chairman of the Committee is Mr. Willy Nnorom while the Secretary is Mr. Lekan Fadolapo. The APCON Registrar, Alhaji Garba Kankarofi will serve as an adviser to the committee while Bar (Mrs.) Uforo Inyang Okpara is the APCON Legal adviser. Mr. Segun Olaleye is a member and representing the Broadcasting Organisation of Nigeria (BON) while Mr. Frank Aigbogun represents the Newspapers Proprietors Association of Nigeria (NPAN). Mr. I.D Enang represents the Advertisers Association of Nigeria (ADVAN) while Mr. Tolu Ogunkoya represents Media Independent Practitioners Association of Nigeria (MIPAN). Mr. Kole Ademulegun represents the Outdoor Advertising Association of Nigeria. The Committee has March 3, 2011 as deadline for submission of their report.
Sitting, L-R: Mr. Tolu Ogunkoya, President, Media Independent Practitioners Association of Nigeria (MIPAN); Mr. Lolu Akinwunmi, Chairman, APCON; Mr. Willy Nnorom, Chairman, APCON Committee on Advertising Practice Reforms (ACAPR), Mr. Funmi Onabolu, President, Association of Advertising Agencies of Nigeria (AAAN).
Standing, L-R: Mr. Frank Aigbogun, PRO, Newspapers Proprietors
Association of Nigeria (NPAN), Mr. Segun Olaleye, representing the Broadcasting Organisation of Nigeria (BON); Bar (Mrs.) Uforo Inyang Okpara, APCON Legal adviser; Mr. Aare Fatai Odesile, representing the Advertisers' Association of Nigeria (ADVAN) and Mr. Lekan Fadolapo, Executive Secretary, APCON and Secretary, ACAPR.