ARCON had earlier issued a strongly worded statement through its Director-General, Dr. Olalekan Fadolapo, condemning the unapproved campaign materials described as “unlawful, divisive, and contrary to Nigeria’s national values.” The Council said the ads incited ethnic and sectional sentiments and violated federal policies promoting unity and peaceful coexistence.
In response, Bokku Supermarket distanced itself from the campaign, expressing deep regret over the video’s release and emphasizing that it did not align with the company’s values. “We are deeply saddened and disturbed by a video recently shared online that contained offensive and hurtful language,” the retailer said in a statement signed by its management. “While the content originated from an external influencer and was published by a third-party media firm without prior review by our team, we take full responsibility for its appearance on our platforms.”
The company said it had initiated corrective steps to prevent a recurrence, including stricter content approval procedures and enhanced oversight of media vendors. “We have since strengthened our content approval and vendor oversight processes to ensure such an incident never happens again,” the statement added.
Reaffirming its corporate ethos, Bokku highlighted that it stands for unity, diversity, and respect, describing itself as “a proudly Nigerian company built on love for people and communities.” The company stressed that its mission remains to make life better for all Nigerians, irrespective of background, through access to quality and affordable products.
ARCON, meanwhile, has intensified its monitoring of the advertising space. The Council disclosed that the controversial ads were not submitted for vetting or approval by the Advertising Standards Panel (ASP) as required by law. “No advertisement is permitted for public exposure in Nigeria without prior ASP approval,” Dr. Fadolapo stated, warning that ARCON would take disciplinary action against all entities involved — including advertisers, agencies, and platform owners that breached regulatory standards.
While Bokku’s apology and corrective actions have been seen as a necessary step in managing public backlash, industry observers note that the regulator’s pending sanctions could set a crucial precedent for accountability in Nigeria’s advertising ecosystem. The incident also underscores ARCON’s ongoing push for stricter compliance with ethical and cultural guidelines governing advertising content in the country.