*As ARCON DG urges stronger regulators, industry players’ collaboration
By Tunde Oso
The Federal Government has reaffirmed its commitment to positioning Nigeria as Africa’s leading hub for responsible advertising, creative excellence and digital innovation, with a pledge to support policies that encourage innovation while strengthening ethical regulation and protecting intellectual property.
Minister of Information and National Orientation, Mohammed Idris, made this known on Thursday while declaring open the fourth edition of the Advertising Industry Colloquium (AIC 4.0), organised by the Advertising Regulatory Council of Nigeria (ARCON) in Ikeja, Lagos.
Speaking on the theme, “The Future of Advertising: The Role of Platforms, People and Regulation,” Idris said the future of Nigeria’s advertising industry would be driven not only by technological advancement but also by the quality of ideas, strong institutions and responsible leadership.
“The future of advertising will not be determined by technology alone. It will be shaped by the quality of our ideas, the integrity of our institutions and the courage of our leadership,” he said.
Idris noted that while Artificial Intelligence and digital platforms were transforming the global advertising landscape, human creativity, ethics and strategic thinking remained indispensable.
He said the President Bola Tinubu administration recognised the strategic role of the creative and advertising ecosystem in national development and was implementing reforms aimed at building a competitive digital economy capable of creating jobs, attracting investment and positioning Nigeria as Africa’s innovation hub.
According to the minister, the ongoing national fibre-optic expansion programme will improve broadband penetration, lower connectivity costs and extend high-speed internet access to underserved communities, thereby creating more opportunities for digital advertising, e-commerce and innovation-driven enterprises.
Idris disclosed that Nigeria currently has over 170 million active telecommunications subscriptions, with internet penetration continuing to expand through sustained investments in broadband infrastructure.
He stressed that effective regulation was essential for sustainable industry growth, saying it should remain transparent, consultative and adaptable to emerging technological realities.
The minister commended ARCON for modernising advertising regulation through stakeholder engagement, adding that responsible governance was necessary to address concerns such as misinformation, harmful content, privacy, data protection and market fairness in the digital space.
On Artificial Intelligence, Idris urged stakeholders to develop ethical frameworks that protect originality, reward creators and promote responsible innovation as AI increasingly reshapes the creative economy.
He also highlighted the Federal Government’s use of digital platforms to strengthen citizen engagement, improve transparency and provide timely information on government policies, while noting that partnerships with the advertising and media industries would be critical to promoting national unity, public health, financial inclusion and responsible citizenship.
The Director-General of ARCON, Dr. Olalekan Fadolapo, in his welcome speech, called for stronger collaboration among regulators, industry players, academia, and digital platforms to drive the future of advertising in Nigeria.
Fadolapo said responsible innovation, professional excellence, and effective regulation are essential to building a resilient, consumer-focused, and globally competitive advertising industry. He urged participants to actively engage in discussions that would advance the profession and strengthen industry partnerships.
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