By Ehi Braimah


If you promote a product, service or an concept by non-personal messaging, it’s known as promoting. It’s a type of communication that’s as previous as when city criers have been directed by village heads to make bulletins with the help of a gong to attract the eye of everybody locally.

Promoting could also be utilized by people and organisations to tell and affect the audience for whom the message is meant – it may be described as a medium of “advertising communication” that’s paid for not like PR that’s “earned” media.

The messages could also be conveyed by newspapers and magazines, radio and tv, out of residence (out of doors), directories, junk mail, catalogues, leaflets and on-line together with different media not listed.

Nevertheless, in Nigeria, promoting observe in all its ramifications is regulated by the Promoting Practitioners Council of Nigeria (APCON).

The legislation organising APCON says the physique ought to function with a Governing Council however what has occurred is that APCON doesn’t have a Governing Council or chairman because the inception of President Muhammadu Buhari’s administration 5 years in the past.

That is unusual. In keeping with Steve Babaeko who was elected lately as president of the Affiliation of Promoting Businesses of Nigeria (AAAN), APCON with out a council is like flying a aircraft with out a management tower. “

What’s the problem? The reply is straightforward: authorities interference. The legislation says the president has the prerogative to nominate a md of the Governing Council of APCON. APCON’s enabling legislation made provisions on who could also be appointed chairman and members of the Governing Council and the way the council might be constituted.

Following the necessity to praise self-regulation being exercised by varied sectors of promoting in Nigeria and the need to harmonise central points prevalent within the trade, APCON was established in 1988 by Part 1 of the Promoting Practitioners (Registration, and so forth) Act No 55 of 1988 (now CAP A 7, Legal guidelines of the Federation of Nigeria 2004) and charged with a number of features.

The act was amended by Act No 93 of 1992; Act No 916 of 1993 and in 2016 to replicate the exigencies of the occasions they have been made. Till the council is appointed, the Minister of Info and Tradition is empowered to offer directives on the affairs of APCON.

This has been the state of affairs for the previous 5 years; APCON is working with out a chairman and council. Former President Goodluck Jonathan’s administration appointed Udeme Ufot, chief government of SO&U, as chairman of APCON however he served for less than three months on account of authorities interference. His tenure was subsequently aborted.

The legislation organising APCON says solely an promoting practitioner shall chair the council however on two separate events, the federal authorities appointed people who find themselves not promoting practitioners to chair the council which is towards the letters and spirit of the legislation.

So between the promoting practitioners and the federal authorities, it has been a contest of who will blink first since 2015.

Upholding the rule of legislation and the provisions of our structure are cardinal ideas of the Buhari administration and I’m due to this fact questioning why Lai Mohammed, the Minster of Info and Tradition, has allowed this anomaly at APCON to tug for therefore lengthy.

Previous to Udeme’s appointment which was short-lived, APCON’s Governing Council had been chaired since inception by Chief Sylvester Moemeke, Chief Olu Falomo, Chris Doghuje, Dr Might Nzeribe and Lolu Akinwunmi. The APCON Governing Council, by advantage of Part 2 of the Act, consists of 21 members.

The members encompass a md who shall be a distinguished fellow of the promoting career to be appointed by the president primarily based on suggestion by the supervising ministry; seven individuals to be appointed by the minister one among whom shall be from the ministry and others from amongst different pursuits within the subject of promoting which within the opinion of the minister must be adequately represented; 10 individuals to be elected by AAAN within the method in the meanwhile offered by its structure; and two individuals to signify establishments of upper studying in Nigeria providing programs resulting in an permitted qualification, to be appointed by the minister in rotation, and the 2 individuals shall not come from the identical establishment.

The Governing Council has powers to do something which in its opinion is calculated to facilitate the finishing up of its features topic to any instructions of the Minister of Info and Tradition.

Other than the disaster of management, APCON can be affected by insufficient funding which hinders the procurement of mandatory instruments such because the monitoring/logging and archive machine; operational autos and different important working gear to carry out its features.

The enabling legislation offers the council statutory powers to make sure guidelines within the curiosity of the trade. The absence of a council makes reflection on coverage issues of the trade tough.

Since promoting is dynamic, the trade requires pro-active regulatory legal guidelines that must be reviewed once in a while to strengthen its features as a way to meet up with new challenges.

These evaluations usually are not going down as a result of the Governing Council has not been constituted. When there aren’t any evaluations, it hinders the scope of regulatory duties of APCON which it wants now greater than ever earlier than particularly if we think about the impression of COVID-19 pandemic on the promoting trade.

APCON at present lacks the capability to determine presence in each state of the federation and it impacts the physique’s regulatory progress and scorecard which unlawful promoting practitioners have continued to use.

Promoting is a key development driver for employment alternatives and its contribution to Nigeria’s GDP. The trade’s actions have helped to form and promote our funding potential by completely different media channels.

As we inform our tales to advertise Nigeria as a notable funding vacation spot, promoting practitioners are additionally taking part in their half by deploying their inventive skills and abilities to execute campaigns that showcase our means to influence, appeal to and retain overseas traders.

For instance, there are a number of campaigns and programmes operating on CNN which might be sponsored by Nigerian company organisations.

From the angle of nation branding, these commercials and programmes have helped to advertise native manufacturers and place Nigeria positively as the largest economic system in Africa.

When the “Good Individuals, Nice Nation” marketing campaign was launched some years again, the entire concept was to inform the Nigerian story in a compelling method.

If we broaden the marketing campaign theme additional, it means we have to continually remind ourselves that it doesn’t matter what, Nigeria will at all times be blessed.

From agriculture to blue economic system, metal growth, advertising communication, leisure, ICT, sports activities, journalism, arts and tradition, tourism, drugs, science and know-how, entrepreneurship and the extractive trade simply to call a number of sectors, Nigeria has what it takes to beat the world.

To drive residence the message on vigilance and to boost consciousness on the safety challenges within the nation, the Ministry of Info and Tradition launched the “See One thing, Say One thing” marketing campaign.

This marketing campaign and others that will comply with might be amplified by viral advertising by utilizing social media to succeed in a wider viewers – nobody can inform the Nigerian story higher than us.

The legislation organising APCON seeks to find out who promoting practitioners are; set up what requirements of data and abilities are to be attained by individuals who want to be promoting practitioners; create a register of practitioners; regulate and management the observe of promoting and to seek advice from the Minister of Well being for approval commercial that pertains to meals, cosmetics, drinks and medicines, and to conduct prescribed examinations within the career and award certificates or diplomas to profitable candidates.

Hopefully, the Governing Council of APCON might be constituted quickly as stipulated by the legislation organising the trade regulator.

To make it straightforward for the minister, he ought to ask for not less than three nominees from trade practitioners beneath the auspices of AAAN and advocate one among them as chair of council to President Buhari for approval.

5 years is a very long time for APCON to be within the limbo and I agree with Babaeko, AAAN President, that there isn’t any want delaying this matter any additional.

The federal authorities ought to summon the braveness and do the suitable factor by giving the promoting trade its due – this matter must be resolved as shortly as attainable.


  • Braimah is a PR and advertising strategist primarily based in Lagos.

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