By Efe Onodjae

The Advertisers Association of Nigeria (ADVAN) has received the prestigious President’s Award from the World Federation of Advertisers (WFA) for its advocacy initiative, “Project Freedom,” aimed at promoting data-driven regulation and protecting the freedom of commerce.

The award recognises ADVAN’s efforts in tackling regulatory challenges confronting marketers in Nigeria and across Africa, particularly policies considered restrictive and not supported by empirical data.

“Project Freedom,” according to the association, was conceived as a response to growing concerns over regulatory frameworks that hinder business operations, innovation and investment. Through the initiative, ADVAN called for evidence-based policymaking and a more transparent, balanced regulatory environment aligned with global standards.

The campaign also emphasised the need to uphold the constitutional rights of businesses, especially the freedom to engage in commerce without undue restrictions.

Speaking on the development, ADVAN President, Osamede Uwubanmwen, said the project underscores the association’s commitment to advocating for advertisers and businesses across the continent.

He said: “‘Project Freedom’ reflects our resolve to defend the rights of businesses in Nigeria and Africa. Regulation must be driven by data, fairness and a proper understanding of its impact on growth and innovation. This recognition by the WFA further validates our position and amplifies Africa’s voice in global marketing discussions.”

Industry observers note that the award highlights the increasing relevance of African institutions in shaping global marketing discourse, particularly in areas of policy reform and inclusive economic growth.

ADVAN stated that it would continue to engage regulators, policymakers and stakeholders to foster a more enabling business environment, while sustaining its advocacy for responsible and data-driven regulation.

The association, which serves as the umbrella body for advertisers in Nigeria, reiterated its commitment to promoting responsible marketing practices, protecting consumer interests and advancing the profession through advocacy, education and collaboration.