The Minister of Information and Culture, Alhaji Lai Mohammed, has highlighted the successes achieved by his ministry in reforming some of its agencies, including the Advertising Regulatory Council of Nigeria (ARCON), the National Broadcasting Commission (NBC) and the National Institute for Hospitality and Tourism (NIHOTOUR).
Presenting his ministry’s scorecard in Abuja on Tuesday, the Minister said: “We have succeeded in making groundbreaking reforms in Nigeria’s advertising, advertisement and marketing communications industry by reviewing the law that set up the advertising regulatory body, the Advertising Regulatory Council of Nigeria (formerly the Advertising Practitioners Council of Nigeria).
“This action has repositioned the body as the foremost agency of the Federal Government for the regulation of advertising practice and business in Nigeria.”
In a state by Mr Segun Adeyemi, the Special Assistant on Media, the minister listed some of the benefits of the amendment of the Act to include the establishment of 19 new offices across many states of the Federation in order to ensure that advertising practices across the Federation are adequately regulated; Proclamation of the local content policy to encourage and improve domestic investments and job creation in the production of advertising, advertisement and marketing communications in Nigeria and promotion of local ambience and reducing the loss of over 150 billion Naira annually to the importation of advertising production.
“The Act empowers the Council to ensure the preservation of Nigerian local content and use of indigenous skills as an important element in advertising, advertisement and marketing communications services in Nigeria and for such services directed at the Nigerian market; further ensures the participation of Nigerians and Nigerian companies in the process, production and execution of advertisement, advertising and marketing communications campaigns targeted at the Nigerian market without compromising standards,” Mohammed said.
The Minister said the reform of the National Broadcasting Commission in particular the amendment of the Nigeria Broadcasting Code was in line the administration’s drive to provide job opportunities for Nigerians and also aimed at encouraging the development and growth of local content in the broadcast industry.
“Sections were included in the Code to make it compulsory for companies to have a higher percentage of investments and to meet basic minimums in local content.
“Similarly, in a bid to ensure fair and efficient market competition in the broadcast industry, sections were introduced in the Code to discourage monopolies and anti-competitive practices by broadcasters, especially as it relates to sports rights.
“This position was further reinforced by the judiciary in a recent judgment,” he said.
Mohammed also announced that President Muhammadu Buhari has signed the National Institute for Hospitality and Tourism (Establishment) Bill 2022 to strengthen NIHOTOUR and empower it to register and certify practitioners in the industry.