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ARCON bans use of foreign voice-over artists, models for adverts

The Advertising Regulatory Council of Nigeria (ARCON) has banned the use of foreign voice-over artists and models from Saturday, October 1.

ARCON director-general Olalekan Fadolapo in a statement said the ban is in line with the Federal Government’s policy to develop local talent and inclusive economic growth for sectors of the country, including advertising.

“ARCON, being the apex advertising, advertisement and marketing communications’ regulatory agency of the Federal Government, has in accordance with its statutory mandates, responsibilities and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022 bans the use of foreign models and voice-over artists on any advertisement targeted of exposed on the Nigerian advertising space with effect from Ist October 2022,” Fadolapo said.

The director-general added that all advertisements and marketing communications materials are to make use of only Nigerian artists and models.

He explained that ongoing advertising and marketing campaigns are permitted to run out of their duration after which the ban will be enforced

“However, subsequent applications for revalidation for continued exposure of such materials will not be granted by the Advertising Standards Panel (ASP),” Fadolapo said

ARCON urged all advertisers, advertising agencies, media houses, advertising communities and the general public to take note of the ban.

In response to this, the President  of Association of Voice-Over Artistes (AVOA),  Segun Arinze commended the Advertising Regulatory Council of Nigeria (ARCON) for banning the use of foreign models and voiceover artists in all advertisements.

Segun in a statement described the news as a welcome development.

“We say this is a welcome development. It’s an enabling regulation that favours the local industry especially, at a time Nigeria is in dire need of sufficient platforms for its teeming youth population.

“This is a clear demonstration of responsiveness on the part of ARCON. It is now left to us in the various Guilds and Associations to put our acts together and ensure that Nigeria is not only capable of filling all gaps but the capacity to project these talents to the world. For us at the Association of Voice Over Artistes (AVOA)Nigeria, it is a new dawn, and we are already at work on how to position our members to fill those gaps”, Segun wrote.

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