Shortly after announcing a ban on the use of foreign models and voiceovers in advertisements targeting the local population, Nigeria is once again making headlines with a new decision taken by the new Advertising Regulatory Council (Arcon).
From 2023 onwards, advertisements targeting the local population must now be produced within the country. According to an official statement, "Advertisers will be required to use a cumulative percentage of 75% local content in all advertisements and marketing campaigns."
The aim behind these measures is to generate more revenue within the country through the advertising market and, at the same time, promote local talent. According to Olalekan Fadolapo, Director General of ARCON, these measures will create more than 500,000 jobs per year in the country. A grace period will also be granted for campaigns already in progress.
The Nigerian audiovisual landscape is about to undergo major changes.