ADVERTISING

Nigeria announces ban on foreign talent being used in ad campaigns

By our News Team | 2022

Change to come into effect from 1 October will change the creative flavour of many of the country’s advertisements.

Nigeria has announced that it is banning the use of foreign actors and voiceover artists in local advertisements.

The ban comes into effect from 1 October and will impact all new advertising and marketing campaigns from that date. Campaigns that are currently running will, however, not be affected.

Using non-Nigerian talent in advertisements is common in the country, so the move will have a notable impact on the way that marketers and their agencies implement their campaigns in the future.

Music icon Don Jazzy – who is a local talent – featuring in a Nigerian alcohol commercial. Photo credit: Diageo

The Advertising Regulatory Council of Nigeria announced the plan in an August 23 statement, saying the move was in line with the government’s policy of “developing local talent”. It said it was also motivated by “the need to take necessary steps and actions aimed at growing the Nigerian advertising industry”.

Any advert ‘exposed on Nigerian advertising space’

According to the council, the new restrictions refer to to “any advertisement targeted or exposed on the Nigerian advertising space”.

In an interview with the London-based The Times newspaper, the President of the Association of Advertising Agencies of Nigeria, Steve Babaeko, noted that “10 to 20 years ago if you checked the commercials, I would say they were almost 50-50 in terms of foreign faces and all the voiceovers were British accents”.

He added: “I think the law is just catching up with national sentiment. As long as maybe eight years ago, you would notice some kind of renaissance in Nigeria.

“People will tell you, ‘There are about 200-million of us. Are you telling me you could not find indigenous models for this commercial?’”

Prior to the ban, Nigeria had already imposed a tariff of about US$240 for every foreign model used in an advertising spot.

Smiling woman with curly hair in a yellow and white striped shirt holds a red can and points to the text 'what makes some ai ads creepy '

Researchers examine why some AI ads fail while others succeed

Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.

Woman in a denim jacket looks at her phone while standing with a shopping cart in a grocery store aisle holding a boxed item

Study examines drivers of FMCG purchases in three African markets

GeoPoll insights report from Kenya, Nigeria and South Africa finds that quality remains the key purchase driver in FMCG.

E-commerce retailer aims to speak to the hearts of South Africans

As the country celebrates Heritage Month, Takealot embarks on a campaign to speak to consumers in all 12 official languages.

Portrait of a smiling black woman with a curly afro hairstyle wearing a black collared shirt looking at the camera against a white background

Dentsu Kenya appoints Rehema Chege as Business Head, Creative

She brings experience across creative strategy, digital transformation, media, content, influencer marketing and client leadership.

Can the low flypast raise the brand bar for the airline involved?

Airlink has been a centre of attention for the past week due to its spectacular flypast over a rugby stadium. What’s the marketing benefit?

East Africa’s AAR Healthcare makes senior marketing appointment

Jane Gaty, who has extensive experience in the health care sector, joins as Head of Brand, Experience and Corporate Impact.

Three women stand side by side and smile against a purple gradient background

Kantar’s African business announces significant leadership changes

Two executives step into new leadership roles within Africa, while a third long-serving leader moves to a position with Kantar UK.

Africa Creator Festival returns to advance the creator economy

The continent’s creators are building communities, shaping culture and developing businesses of their own, organisers say.

Panel of four men seated on a stage during a conference with a large screen reading 'sales & customer service conference ' and a backdrop covered in 'zambia institute of marketing' logos

Zambia Institute of Marketing enjoys busy time as it hosts key events

Apart from being host to the upcoming annual AMC Conference, ZIM recently hosted its own conference and a graduation ceremony.

Smiling woman with braided updo and gold earrings wearing a pink textured top against a pink background

Experienced beverages marketer Bodam Taiwo takes on new Diageo role

She brings an extensive background in Nigerian and regional spirits marketing to a wider African responsibility.

Brand agency Penquin strengthens leadership team with two appointments

Albert De Andrade is named as Chief Creative Officer and Lerato Moleko is appointed Strategy Director.