Advertising Standards Panel (ASP), a statutory committee of the Advertising Practitioners Council of Nigeria (APCON) has said advertising online will now be charged ₦25,000. The directive was shared by a Twitter user and it has generated a lot of controversies.
APCON is the Advertising Practitioners Council of Nigeria. According to their charter, they’re dedicated to “promoting responsible and ethical advertising practices in Nigeria.”
By law, they review every outdoor ad before brands can publish and promote them. This helps to ensure that ads shown to the public aren’t misleading or offensive. Only registered advertisers can submit ads for vetting, so we worked with our partner ad agency to share the design with APCON for approval.
APCON is the governing body that monitors and ensures ethical advertising practice in Nigeria. According to Ijedi Iyoha, the Acting Registrar of the council, “Article 21 and 80 (a) of the Nigerian Code of Advertising Practice, Sales Promotion and Other Rights Restrictions of Practice” quoted in the directive means that APCON’s mandate covers all areas of advertising, including those deployed online.
“We have a mandate to regulate advertising in all its aspects and ramifications, including online. And now that we have started with social media, it is not anything new, it’s just that we didn’t emphasise it right from time,” says APCON
The implication of the APCON charges on online ads is that for any brand to place any ads on the Internet, it must first get approval from APCON. After that, each ad will cost ₦25,000 for clearance just like the offline ad clearance model.
Vetting of ads come with their own different fees. This has been effected since 1st March, 2017 which affected the offline advertising.
This has generated controversies on the internet as many entrepreneurs are reacting to this development. This is virtually not more than a month when FIRS came up with their own way of taxing online sales and shopping.