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By Adewale Sanyaolu
Nigeria’s advertising industry is booming, contrary to recent claims that reforms are driving companies away, the Advertising Regulatory Council of Nigeria (ARCON) has confirmed.
Independent research from global consultancy PwC shows the sector is not only thriving but expanding, directly challenging allegations by the Advertisers Association of Nigeria (ADVAN) of declining ad spend and corporate exits.
ARCON’s Director-General, Dr. Olalekan Fadolapo, slammed ADVAN’s claims as unsubstantiated.
“The data speaks for itself—growth, investment, job creation, and debt resolution are all evidence that the industry is stronger than ever,” he said.
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The findings, based on a rigorous PwC study, paint a clear picture: Nigerian advertising is on the rise, not in retreat.
The regulator highlighted that reforms requiring the use of Nigerian models, voice-over artists, and production companies are fueling the local economy and creating thousands of jobs for creatives and technical professionals. Enforcement of a 45-day payment cycle has also tackled chronic media debt, while new protocols ensure clients settle outstanding bills before moving accounts, curbing unethical practices that previously hampered the sector.
ADVAN’s recent letter to President Bola Tinubu claimed that companies were fleeing Nigeria and investments were dropping, but ARCON says no evidence has been provided.
“Why would responsible companies leave just because they are asked to pay bills on time or use local talent?” Fadolapo questioned.
The Advertising Offences Tribunal (AOT), recently upheld as a constitutional body, has also strengthened industry ethics, helping clean up practices while critics continue to attack the regulator.
Reaffirming its commitment to the Nigerian First Policy and the government’s Renewed Hope Agenda, ARCON declared, “The reforms are working, and the industry is stronger than ever,”.
