THE Advertising Practitioners Council of Nigeria, APCON, has not been fully empowered by government to effectively perform as a regulator of the advertising practice in Nigeria. Bello Kankarofi, council registrar, stated this during a courtesy visit by Patricia Akwashiki, minister of information, to the council.
He said the council was faced with lots of challenges that have been hindering it from performing as a regulatory body in the advertising sector among other things. He noted that recent developments in the mass media technology and environment have posed new challenges for effective monitoring of advertisements. To deal with these challenges in the short term, the registrar said APCON will need to upgrade its technological capabilities and for this purpose requires budgetary assistance from the government.
Kankarofi went on to say that the foregoing benefits of advertising could easily be jeopardised in an environment of poor or ineffective regulation. “Advertising is susceptible to abuse because of its very strong persuasive influence. Therefore, to overcome these harmful effects of advertising, various countries adopt various forms of regulation with the overall objective of protecting consumers and citizens from the effects of unwholesome advertising,” he said.
— Jun 8, 2015 @ 01:00 GMT