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Lagos residents urge regulatory bodies to crack down on offenders
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LASEPA, ARCON vow to sanction culprits
By Ngozi Nwoke
In the busy streets of Ikeja and other parts of Lagos, traders who display their products without the approval of the advertising council have become a serious concern. Health officials and the regulatory bodies insist that many of these products do not meet the advertising standards required.
These sellers, including local persons peddling sex enhancement products for erectile dysfunction, long-lasting sexual performance, as well as those hawking purported breast and butt enlargement products in wheelbarrows and baskets, do not only fall short of the advertising standards, but also cause noise pollution with the use of megaphones and loudspeakers in advertising their products.
Residents in areas where these products are sold have expressed discomfort with the language used in the advertisements.
They stated that the sellers’ use of sex language to advertise their products in public spaces is not suitable for the public, especially in areas where children gather.
There is a call for the Advertising Regulatory Council of Nigeria (ARCON) to step in and ensure that these sellers comply with advertising standards.
Speaking on the issue, Isa Idris, a bookshop owner in Toyin Street, Ikeja, told the reporter: “The loudspeakers they use are very loud and disturbing, especially when I’m attending to my customers. I can’t hear them clearly due to the loud noise and they keep repeating the same talk from morning till evening.”
Omolara Ajibade, a hairdresser along the same Toyin Street, Ikeja, also expressed her frustration: “It’s not just the noise that bothers me. It’s the kind of language they use. Some of the words they say are embarrassing and not fit for public hearing. They use unprintable words when describing the way a man and a woman sleep with each other. These are not things that should be said in a public space.
“As a hairdresser, I have teenage girls who come to make their hair here, and it’s embarrassing for them to hear such things.”
This adds to the growing concern about the advertising methods of these sellers and the impact on local businesses and residents.
On the other hand, some traders of these products believe the advertisements are part of their business strategy.
“We need to attract customers, and our products help people with various needs,” said Emeka, a herbal medicine seller in the Ikeja under bridge area who uses a recorded sound system. The message which blares out of the sound system from morning till night proclaims loudly, in Pidgin: “Buy your Dr. Ighogo cleanser for all kinds of sexual transmitted infections. If you be woman, no let infection block your fallopian tube. E dey cure pile, e dey cure low sperm count.”
However, he acknowledged that perhaps some sellers might go overboard with their advertising methods.
The lack of authorisation from the Advertising Regulatory Council for the advertising methods used by these sellers raises concerns about the regulation of their advertisements and the impact on public decency.
The sale of sex enhancement products by the hawkers of these products without proper authorisation raises concerns about regulation and public decency.
While these products might cater to specific needs, the manner of advertisement, using loudspeakers, and sometimes inappropriate language is problematic.
Residents like Isa Idris find such advertisements offensive and disturbing. Passersby and other users of the roads also say that while advertising is essential for businesses, it must be done responsibly to avoid disturbing the public and violating regulations.
The Advertising Regulatory Council of Nigeria (ARCON) regulates advertising standards in Nigeria, ensuring that advertisements are decent, honest, and comply with legal requirements.
Reacting to such concerns, the council issued a stern warning to advertisers and influencers against engaging in deceptive and promotions that have not been properly vetted.
In a statement signed by its Director General, Olalekan Fadolapo, ARCON vowed to strictly enforce its regulatory framework, particularly on social media adverts.
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The council stated that any person or entity involved in advertising activities and targeting the Nigerian public must adhere to its regulations.
“The era of lawless advertising is over,” ARCON warned. “Let all those who are involved in the business of persuasion know that ARCON is watching, and the law will be enforced.”
The DG expressed concern over the growing trend of deceptive advertising, which misleads the public and exploits their trust.
The council emphasised the importance of vetting advertising materials for honesty, transparency, and compliance with ethical standards before dissemination.
According to Fadolapo, all advertisements must henceforth be vetted and approved by ARCON before being shown to the Nigerian public, regardless of the platform, warning that any advert that misrepresents facts, omits critical information, or exploits vulnerable audiences will not be tolerated.
The council warned that publishing or exposing unapproved adverts is a violation of its regulations and will attract investigation.
Where violations are established, ARCON will forward the matter to the Advertising Offences Tribunal, which can impose sanctions, including fines and other penalties.
Fadolapo hinted that ARCON is strengthening its monitoring and enforcement mechanisms and has established a special compliance task force to track and flag non-compliant adverts across all platforms.
The development underscores ARCON’s commitment to ensuring that advertisements in Nigeria meet the required standards of honesty, transparency, and decency.
Apart from the unregulated advertising by herbal medicine sellers and dealers of sex enhancement products is the issue of noise pollution, which also requires attention.
In Alagbado, Samuel Babatope, a resident living around a shop that deals with herbal medicine and uses a loudspeaker to advertise its products, complained that the noise is hazardous to his health.
He alleged that some of these sellers have been operating without adhering to the noise pollution law.
“Herbal medicine sellers must balance their business needs with respect for public peace and adherence to regulations,” Babatope said.
The onus of enforcing adherence to the noise pollution law is on the Lagos State Environmental Protection Agency (LASEPA), an agency with the responsibility to regulate noise pollution in the state.
According to Babatunde Ajayi, the General Manager of LASEPA, noise pollution constitutes about 90 per cent of environmental complaints received yearly in Lagos.
He disclosed that the agency conducts awareness campaigns and carries out initiatives to sensitise the public on the dangers of noise pollution.
Ajayi emphasised the need to control urban noise pollution to prevent conflicts with human activities and perceptions of wellbeing.
He noted: “LASEPA operates with a zero-tolerance policy for noise pollution and is actively sealing off establishments like lounges, hotels, religious centres, and clubs for violating permissible noise levels.
“The agency targets religious houses, entertainment venues, and commercial areas, requiring them to operate within soundproof environments and respect established noise limits.
“LASEPA engages in dialogue with religious and entertainment stakeholders, organising forums to emphasise environmental compliance and encourage responsible practices to reduce noise.”
He assured that LASEPA will continue to enforce regulations, including shutting down businesses that don’t comply with noise pollution guidelines and sensitising the public on noise pollution, while the ARCON DG guaranteed to continue his mandate to regulate advertising standards, respectively.
