The Advertising Regulatory Council of Nigeria (ARCON) has pledged strict enforcement of political advertising regulations ahead of the 2027 general elections, warning political parties, candidates and advertising practitioners against publishing misleading, inflammatory or unapproved campaign messages.
The council gave the warning at the Political Advertising Forum held last Tuesday at D’Podium Event Centre, Ikeja, Lagos, where regulators, advertising professionals, legal practitioners, electoral officials and other stakeholders called for responsible political communication to safeguard the integrity of the electoral process.
Speaking at the forum, ARCON Director-General, Dr. Olalekan Fadolapo, reaffirmed the council’s determination to ensure full compliance with existing advertising laws throughout the electioneering period. He cautioned political parties, candidates and advertising agencies against treating the campaign season as a period without regulatory oversight.
“ARCON will not allow this period to be on auto-run, we will ensure full enforcement of the law,” Fadolapo declared.
He emphasised that political advertising must be conducted within the bounds of the law, noting that advertising professionals have a responsibility to ensure campaign materials meet the required standards before they are released to the public.
Fadolapo’s warning underscored concerns over the potential consequences of irresponsible political messaging, particularly where advertisements could mislead voters, inflame tensions or threaten national peace.
Delivering the keynote address, titled “Political Advertising Campaigns in Nigeria: The Regulatory Guidelines and Compliance Obligations,” the Director-General of the Centre for Media Law and Development, Barrister Charles Odenigbo, outlined the legal framework governing political advertisements and the obligations of stakeholders involved in their production and dissemination.
Odenigbo explained that political advertisements intended for broadcast, print, outdoor and digital platforms must obtain approval from the Advertising Standards Panel (ASP) before publication.
He warned that the publication of unapproved advertisements, misleading claims, religiously discriminatory content and inflammatory messages could attract regulatory sanctions. He also urged advertising agencies, media organisations and campaign sponsors to familiarise themselves with the applicable laws and procedures.
According to him, compliance is mandatory for all political actors, irrespective of party affiliation, making adherence to established guidelines a critical requirement for anyone involved in political communication.
INEC, Security Agencies Caution Against Harmful Campaigns
In his goodwill message, Badejo Babalola, Head of Election and Party Monitoring at the Independent National Electoral Commission (INEC), Lagos, warned against misinformation, hate speech and other harmful practices capable of undermining peaceful electoral participation.
Babalola’s remarks reinforced the importance of accurate information and responsible messaging in ensuring that voters can make informed decisions without being subjected to divisive or misleading campaign content.
Similarly, Assistant Commandant Segun Adeogun of the Nigeria Security and Civil Defence Corps (NSCDC), who represented the Lagos State Commandant, Keshinro Adedotun, reaffirmed the agency’s commitment to enforcement and the conduct of peaceful elections.
The contributions of the electoral and security officials highlighted the need for cooperation among regulatory bodies, political parties, advertising practitioners and media organisations to prevent campaign-related violations and promote a peaceful electoral environment.
Advertisers Call for Ethical Political Communication
Speaking on behalf of the Heads of Advertising Sectoral Groups (HASG), its Chairman, Lanre Adisa, described political advertising as a powerful instrument capable of shaping public opinion and influencing electoral decisions.
He called for fair regulation, sustained stakeholder education and consistent enforcement, stressing that political communication carries responsibilities that extend beyond advertising practitioners to the wider democratic community.
“Democracy thrive on the freedom to persuade, but it also endangered by the freedom to deceive, our task therefore is to protect the former while discouraging the latter,” Adisa noted.
His remarks highlighted the delicate balance between protecting freedom of political expression and preventing the spread of deceptive or harmful messages during election campaigns.
Also speaking, EXMAN Vice-President, Angela Ukara-Makinwa, urged advertising practitioners to place truth, accountability and citizens’ right to make informed decisions at the centre of their work.
She stressed that creativity and regulatory compliance should complement each other, rather than be treated as competing priorities, particularly in a politically sensitive environment where campaign messages can significantly influence public perception.
Panel Examines Compliance, Advertisement Vetting
The forum featured a panel session involving the Chairman of the Advertising Standards Panel, Emmanuel Agu; Executive Secretary of the Broadcasting Organisations of Nigeria (BON), Yemisi Bamgbose; Toye Arulogun, representing the Association of Advertising Agencies of Nigeria (AAAN); Emmanuel Ajufo, representing the Outdoor Advertising Association of Nigeria (OAAN); Babalola; and Odenigbo.
The discussions focused on advertisement vetting procedures, media compliance requirements, electoral responsibilities and practical measures to prevent the publication of political campaign materials that have not received the necessary regulatory approval.
Participants examined the responsibilities of stakeholders across the advertising value chain, emphasising that effective compliance requires cooperation between regulators, campaign sponsors, advertising agencies and media platforms.
The discussions also reinforced the importance of public awareness and professional accountability in addressing the challenges associated with political advertising, particularly as political parties and candidates prepare for the 2027 elections.
The forum ended with closing remarks by ARCON’s Director of Regulations, Emme Akande, who reiterated the importance of collaboration among stakeholders and responsible political advertising.
The meeting served as a call for political actors and advertising professionals to uphold established standards, protect the public from deceptive messaging and ensure that political campaigns contribute to informed democratic participation rather than division or instability.