The Minister of Information and National Orientation, Mohammed Idris, has assured the Federal Government’s commitment to promoting policies that will protect both consumers and businesses in the country.
Speaking at the 2024 National Advertising Conference, themed “Navigating the Shifts: Technology, Culture and New Business Models,” the Minister stated that this initiative aims to create a digital ecosystem that fosters trust, transparency, and accountability.
Idris highlighted that the advertising industry is evolving rapidly, as the rise of new business models and shifts in cultural norms reshape how businesses engage, persuade, and inspire audiences.
The Minister emphasized that the new era of advertising demands adaptability, creativity, and a clear understanding of the opportunities and challenges that lie ahead.
“Digitalization has revolutionized advertising, enabling personalization, real-time engagement, and enhanced accountability through analytics. Social media, artificial intelligence, and big data now offer brands the means to connect with audiences in more meaningful and relevant ways than ever before,” he stated.
He further noted that the introduction of a science-based audience measurement system represents a transformative development for Nigeria’s advertising industry. Reliable data on audience engagement and demographics is essential for advertisers, broadcasters, and marketers to effectively target their audiences and optimize campaigns.
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“However, as we navigate this technological landscape, we must remain vigilant about issues like data privacy, cybersecurity, and the spread of misinformation and fake news. Technology is a powerful tool, but it requires ethical responsibility. As a government, we are committed to promoting policies that safeguard both consumers and businesses, ensuring a digital ecosystem built on trust, transparency, and accountability,” he added.
The Minister pointed out that as society becomes increasingly interconnected and diverse, advertisers face the challenge of crafting messages that resonate across a wide range of demographics, languages, and values.
He noted that today’s Nigerian audience is young, dynamic, and highly discerning, with expectations of representation, authenticity, and social responsibility from the brands they support.
He urged the advertising industry to embrace these shifts, celebrating Nigeria’s diverse culture while setting standards for responsible communication.
“The shifts in technology and culture are accompanied by new business models. In an era where consumers wield greater power and control, advertising must evolve to be more collaborative, transparent, and value-driven. We are witnessing the growth of influencer marketing, subscription models, and direct-to-consumer brands that prioritize authentic engagement over traditional promotional tactics,” he remarked.
“To remain competitive, advertising agencies and media companies must be agile and open to experimentation. This requires embracing partnerships, investing in continuous learning, and adapting strategies to remain relevant in a changing marketplace,” Idris added.
He reaffirmed the government’s commitment to partnering with industry stakeholders to develop policies that support innovation, protect consumer interests, and encourage the growth of a robust advertising sector that contributes meaningfully to the national economy.
“The Advertising Regulatory Council of Nigeria (ARCON), National Broadcasting Commission (NBC), and other regulatory bodies have been actively setting standards to ensure fairness, transparency, and ethical practices in the industry. These policies are intended not to stifle creativity but to create a framework for responsible innovation.
“We are also actively promoting initiatives that encourage local content development, skill acquisition, and digital literacy within the advertising and creative industries. By building capacity and fostering an environment where talent can thrive, we aim to position Nigeria as a leading hub for advertising and media in Africa and beyond,” he concluded.
