The Advertising Regulatory Council of Nigeria (ARCON) has explained that its role as a regulatory body in the nation’s integrated marketing communication sector is to ensure an enabling ecosystem, through effective regulation, and not stifle businesses, as being claimed in some quarters.

 

 

The Director General of the agency, Dr. Lekan Fadolapo gave the explanation in Lagos, recently,  while giving reasons for the agency’s decision to launch its new recognition awards, ARCON Special Recognition Awards (ASRA).

 

 

He explained that ASRA is designed to correct the erroneous impression about the agency being all about enforcements and punishments of violators of rules and regulations guiding the practice.

 

 

According to him, the newly-introduced Award is to recognise individuals and brands, carrying out their duties, within the confines of the nation’s  advertising rules and regulations.

 

 

“Nowadays, when we send letters to individuals and corporates, the first thing that crosses their minds is: ‘What have we done again?’, once they see that the letter is coming from us. But the aim of ASRA is to change this narrative, and let the public know that we are not all about punishment, but also ready to recognize and celebrate individuals and brands that have also practised within the confines of the advertising law,  and contribute their own quotas to the development of the ecosystem,” the ARCON boss stated.

 

 

Echoing the DG’s claim, the Chairman Planning Committee,  ASRA,  Mr. Yinka Adebayo, explained that the  essence of ASRA is to demonstrate the fact that the agency is not all about sanction.

 

 

“It is about extending the hand of fellowship to those who do well, to get recognised, get celebrated and get rewarded. It is to inspire those who are sitting on the fence.  It is to say we are not just about fines and levies,  but that when you do it well, you also get rewarded. It is about developing the industry, because we can’t develop an industry that is growing in the wrong direction,” he stated.

 

 

He added that the recognition awards, slated for October 23, this year, in Lagos, will be in four categories: Advertising Compliance Awards, Public Sector Recognition Awards, Private Sector Recognition Awards  and Individual Recognition Awards.