The Advertising Regulatory Council of Nigeria, ARCON, has banned the use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space, with effect from October 1, 2022. Voice-overs in British and American accents were once ubiquitous in Nigerian adverts, but not anymore.A statement by ARCON released on August 22nd, explained that the ban was in line with the Federal Government's policy of developing local talent, inclusive economic growth and the need to take necessary steps and actions aimed at growing
the Nigerian advertising industry.The ban would cover all non-Nigerians and will put paid to the numbers of western actors who have appeared regularly on the country’s television adverts.
The statement, e-signed by the Director-General of ARCON, Dr. Olalekan Fadolapo noted that the decision, was based on the Advertising Regulatory Council of Nigeria Act No. 23 of 2022. He explained that the policy would not affect ongoing advertising campaigns, saying they would be permitted to run out their terms.
The move makes Nigeria the first country in the world to ban white models in advertising.
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