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While the recent ban on use of foreign elements in advertisements targeted at Nigerians by the Advertising Council of Nigeria (ARCON) was motivated by the desire to advance inclusive economic growth through the creative industry, the ban raised concerns for advertising professionals. This chapter examined the ban’s effectiveness in promoting local talent and improving the country’s economy, using a mixed-method questionnaire and interview approach. Upcoming advertising professionals were found to have a positive perception of the ban, while practising professionals were less optimistic about its effectiveness in improving Nigeria’s economic growth. If the new regulation is to impact on sustainable economic development, ARCON must address the challenges faced by advertising professionals in sourcing local talent.

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Perceptions of Advertising Professionals of ARCON’s Ban on the Use of Foreign Elements in Nigerian Advertisements: Implications for Sustainable Development

  • 章节

  • 发表日期：

    2025年

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  • Mofoluke Ibidunni Akoja,
  • Oloruntosin Omotoyosi Odu

摘要

While the recent ban on use of foreign elements in advertisements targeted at Nigerians by the Advertising Council of Nigeria (ARCON) was motivated by the desire to advance inclusive economic growth through the creative industry, the ban raised concerns for advertising professionals. This chapter examined the ban’s effectiveness in promoting local talent and improving the country’s economy, using a mixed-method questionnaire and interview approach. Upcoming advertising professionals were found to have a positive perception of the ban, while practising professionals were less optimistic about its effectiveness in improving Nigeria’s economic growth. If the new regulation is to impact on sustainable economic development, ARCON must address the challenges faced by advertising professionals in sourcing local talent.