By Princewill Ekwujuru

The Advertising Practitioners Council of Nigeria (APCON) Advertising Standards Panel (ASP) and the Brand Journalists Association of Nigeria (BJAN) have reached an agreement on the need for indepth reportage of issues concerning the advertising industry.

In a forum constituted by APCON where BJAN members were taken through the role of the ASP in order to broaden members’ knowledge on the activities of ASP, it was agreed that APCON should avail the BJAN members with necessary information regularly, while Brand Journalists should engage in indepth investigative reporting of issues concerning the ASP.

A communiqué issued after the meeting between both bodies, said that BJAN members need to understand the statutory mandates and role of the ASP in order to broaden their horizon in reportage of advertising matters.

The communiqué frowned at the exposure on non-vetted and unapproved advertisements in the media, because any mis-information arising from such unlawful exposures may be difficult to retract where damage had been done.

The communiqué also said that media houses should demand for ASP ‘s certificate of approval from advertisers or advertising agencies before the exposure of advertisement materials, where such certificate is not produced, the communique further stressed that media houses should reject the advertisement and write APCON/ASP in confidence to enthrone effective monitoring should another media house publish, transit or display the rejected advertisement without ASP’s approval.

The bodies noted that the level of compliance with the Nigerian Code of Advertising Practice and Sales Promotion (The Code) has improved, but agreed that APCON should double its effort in this regard.

The communique also said that APCON should improve and publicise the benefits of being registered members of APCON in order to enhance membership drive.

It said that BJAN members should be acquainted with the process of vetting of advertisements and sanctions of violators to enhance their understanding of the functions of the ASP, Advertising Practitioners Investigating Panel (APIP) and the Advertising Practitioners Disciplinary Committee (APDC).

That there is the need for APCON to publish the names of registered members who are found liable by the APDC for the violation of the code and for professional mis-conduct.

The communiqué also agreed that BJAN is part of the media houses/owners sector of the advertising industry and should embrace membership.