By JONAH NWOKPOKU

The Chairman Advertising Practitioners Council of Nigeria, APCON, Lolu Akinwumi has said that the introduction of a new code of advertising practice would help to strengthen regulation and ensure professionalism in the industry.

He stated this during a presentation of corporate licences and certificates to organisations under the new APCON regime in Lagos.

He said the regulatory body has undergone series of transformation which resulted in the 5th code of the advertising practice, which has since become a law, and would enable it to further regulate the sector and make it more productive.

He added that, “The council has also developed various frame works for the relevant licensing procedures, which would follow the approval of the Code.”

According to him, the implication of the development is that, “For the first time in the history of Nigeria, advertising practice has become completely professionalised like medicine, law, engineering etc., and charlatans can no longer practise unhindered. With the new code, APCON has introduced very strict procedures for practice, such that media companies cannot do the work of creative agencies, and clients cannot buy media illegally. Under the new dispensation, those who manage advertising functions must be specifically registered for the services they offer.”

He further explained that, “APCON has government’s full support and backing to enforce compliance now that the first sets of certificates and licences are being issued. Under the law, APCON can have defaulters prosecuted, and if such people are found guilty, they stand the risk of paying a hefty fine or being imprisoned or both. Government through its regulator is determined to protect what messages are developed and exposed to Nigerians through the advertising medium, by ensuring that those who work in the industry are qualified and operate under the right code.”