Nigeria’s advertising landscape has evolved. The Advertising Regulatory Council of Nigeria (ARCON) now exercises clear, express authority over advertising and marketing communications across all media platforms, including social media, influencers, and AI-generated content. For small and medium enterprises (SMEs), this affects digital ads, influencer partnerships, or online promotions. Non-compliance can mean takedown orders, heavy fines, reputational damage, and interrupted campaigns. This article explains in simple terms ARCON rules on digital advertising, and gives SMEs a practical compliance checklist to keep campaigns running and risk low.
WHAT IS ARCON?
ARCON is the acronym for Advertising Regulatory Council of Nigeria. Formerly known as the Advertising Practitioners Council of Nigeria (APCON), ARCON is now the apex authority for the Nigerian advertising industry as established by the Advertising Regulatory Council of Nigeria Act 2022.[1] By virtue of the Act, ARCON exercises administrative, supervisory, and enforcement roles in the advertising industry. The council is considered the watchdog and conscience of the public in matters of commercial communication.[2] ARCON primarily detects the standards for advertising practice in Nigeria, and monitors compliance with those standards by all organizations and individuals involved in advertising and marketing communications.[3] In addition, ARCON performs the following roles.[4]
- It ensures advertising meets ethical standards, avoids misleading claims, false testimonials, exaggerations, offensive imagery or language, and respects social decency.
- It exercises vetting and approval powers over ads. In other words, before any ad is exposed to the public, ARCON requires “pre-exposure clearance.” Ads must be submitted for approval and receive a “Certificate of Approval” from its vetting panel (the Advertising Standards Panel (ASP) before launching. Failure to comply constitutes a breach of the rules on advertising, and ARCON reserves the right to withdraw or revoke approval.
- ARCON licenses and registers individuals and corporate bodies that wish to practice advertising in Nigeria. Registration is obligatory for practitioners and advertising agencies.
- It is mandated to promote and preserve local (Nigerian) content in advertising and marketing communications. This is done by prioritizing indigenous skills, e.g., local production of commercials, talent, and material, especially for adverts exposed to the Nigerian public.
- ARCON monitors compliance across the industry and enforces its standards to protect consumers and the public interest from misleading, false, or unethical advertising.
- It formulates regulations, guidelines, codes, and standards of practice governing advertising and marketing communications in Nigeria.
WHAT SMEs MUST KNOW ABOUT ARCON RULES ON DIGITAL ADVERTISING
ARCON’s Rule expands traditional advertising rules into the digital space. Key coverage includes:
- All paid ads targeted at Nigerian audiences (social ads, search ads, display).
- Influencer and sponsored content: Arcon requires disclosure, transparency, and contractual clarity for paid collaborations.
- AI-generated or deepfake advertising: Here, SMEs are required to avoid misleading or fraudulent claims and to immediately remove fake ads when identified.
- Individuals or agencies engaging in advertisement or any form of marketing communication except those regarding vacancies, notices, obituaries, and financial statements, are required to comply with the pre-publication vetting conditions set out under the ARCONs Vetting Guideline. SMEs are additionally required to submit a SMEDAN certificate or proof of Membership with NASME as part of the conditions for vetting. ARCON reserves the power to order removal or impose sanctions where ads breach truthfulness, decency, or consumer protection standards.[5]
The fee schedule for vetting for SMEs and Online Platforms is as follows:[6]
For Online Platforms
(a) Regular Brands, Political, Cause, Ideation) – N20,00.00
(b) Accelerated 4 Hours Accelerated – N250,000
8 Hours Accelerated – N150,000
16 Hours Accelerated – N100,000
For SMEs
(a) Regular Brands, Political, Cause, Ideation) – N20,000.00
(b) Accelerated 8 Hours Accelerated – N150,000
(c) 16 Hours Accelerated – N100,000
HOW THE ARCON RULES AFFECT SMEs ENGAGING IN DIGITAL MARKETING
1. Advertising is no longer “low risk” just because it’s online
If your ad targets Nigerians, even via a foreign platform or a non-resident influencer, ARCON standards apply. That means your ad copy, claims, and supporting evidence must be defensible and documented.
2. Influencer partnerships must be documented and transparent
SMEs must ensure influencers disclose sponsored posts and that contracts specify deliverables, claims permitted, and who is responsible for regulatory compliance (the brand usually remains ultimately liable). Also, ensure they keep records of briefs and payment receipts.
3. AI-generated content is now a regulatory red flag
ARCON has publicly warned against AI-generated fake ads. SMEs using AI tools must validate content, avoid impersonation or fabricated endorsements, and be ready to remove content flagged as deceptive.
4. Models and voice-overs must be indigenous to Nigeria
ARCON requires SMEs to employ the use of local talent, including models in digital marketing. Hence, the use of foreign models and voice-over artists is strictly prohibited in advertisements and marketing communications.[7]
5. Platform takedowns and fines are realistic outcomes
The Authority can request or require the removal of non-compliant content and may levy penalties. SMEs should plan for rapid takedown and remediation, but better yet, prevent violations by building compliance into campaign workflows.
Conclusion
For small and medium-sized enterprises (SMEs), the ARCON rules and guidelines on digital marketing turn compliance from a heavy burden into a beneficial business practice. By verifying claims, adhering to vetting conditions, documenting approvals, carefully contracting influencers, and incorporating a human review step for AI-generated content to check for false or misleading information, you can reduce legal risks and protect your brand’s reputation. In a market where consumers and platforms increasingly demand transparency, compliance fosters trust, and trust drives sales.
For enquiries about ARCON rules on digital advertising, you may contact us by using this link or use the WhatsApp icon on this page, and we’ll attend to you.
[1] http://advertcouncil.gov.ng/_who_we_are.php
[2] http://advertcouncil.gov.ng/_who_we_are.php
[3] Section 1(d) ARCON Act 2022
[4] Section 8 and 9 ARCON 2022
[5]http://advertcouncil.gov.ng/_vett_rules_guide.php
[6] http://advertcouncil.gov.ng/_vett_rules_guide.php
[7] http://advertcouncil.gov.ng/_vett_rules_guide.php, Page 12
