The minister commended the Advertising Regulatory Council of Nigeria (ARCON) for providing a platform for engagement among advertising practitioners, agencies and media organisations
By Mmesoma Onwuka
The Minister of Information and National Orientation, Mohammed Idris, has urged stakeholders in Nigeria’s advertising industry to embrace technology, creativity and professional innovation to expand the sector and strengthen its competitiveness in the global market.
Idris made the call on Thursday at the 2026 National Advertising Conference in Abuja, themed “Repositioning the Marketing Communications Industry for the Next Frontier.”
He was represented at the conference by the Permanent Secretary of the Federal Ministry of Information and National Orientation, Dr. Binyerem C. Ukaire.
The minister commended the Advertising Regulatory Council of Nigeria (ARCON) for providing a platform for engagement among advertising practitioners, agencies and media organisations.
He observed that artificial intelligence, changing consumer preferences and the increasing integration of traditional and digital media were transforming the marketing communications landscape.
According to him, the industry must take advantage of emerging opportunities while maintaining accountability and developing innovative solutions that address the needs of Nigerian consumers.
Idris identified the Federal Government’s National Artificial Intelligence Strategy as an important framework for promoting responsible technology adoption.
He said artificial intelligence could improve audience research, content production, campaign planning and performance assessment.
However, he cautioned that its application must address concerns relating to authenticity, intellectual property, consumer privacy and accountability.
The minister also stressed the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in protecting consumers, promoting transparency and upholding professional standards.
He urged ARCON to develop effective regulatory measures for digital advertising, influencer marketing and AI-generated content, noting that public trust remained essential to the industry’s growth and sustainability.
Describing advertising as a major contributor to Nigeria’s creative economy, Idris said the sector supports employment and investment across the media, entertainment, technology and other creative industries.
He called for increased investment in local talent, professional development and the production of quality content capable of competing internationally, particularly with opportunities created by the African Continental Free Trade Area.
In his remarks, ARCON Director-General, Dr. Olalekan Fadolapo, urged stakeholders to strategically position the industry to benefit from technological advancements, increase its economic contribution and strengthen its international competitiveness.
Citing a PwC study, Fadolapo disclosed that every ₦1 spent on marketing communications generates an estimated ₦16.50 in Nigeria’s Gross Domestic Product (GDP).
He emphasised that the adoption of emerging technologies should not come at the expense of creativity and the professional standards that define effective marketing communications.
Also speaking, the Director-General of the National Broadcasting Commission (NBC), Dr. Charles Ebuebu, who represented directors-general of agencies under the ministry, called for reliable audience measurement, improved broadcasting data and stronger cooperation among regulators, advertisers and media organisations.
Ebuebu maintained that although technology provides data, credible methodologies and independent verification were necessary to establish its reliability and value.
The conference attracted advertising and marketing communications professionals, government officials, regulators, media executives, heads of industry associations and other stakeholders to examine opportunities for innovation, partnership and sustainable development in Nigeria’s advertising industry.