The Federal Ministry of Information and National Orientation, the Nigerian Press Council, NPC, the Advertising Regulatory Council of Nigeria, ARCN and other stakeholders in the advertising industry on Wednesday kicked against plans by the Senate to establish the Chartered Out-of-Home Media Practitioners of Nigeria Bill.
However, the Council for the Regulation of Engineering in Nigeria, COREN, Advertisers Association of Nigeria and the Advertising Agencies of Nigeria, among others, welcomed the proposed legislation.
The stakeholders bared their minds at a public hearing jointly organised by the Senate Committee on Establishment and Public Service, Information and National Orientation and the Media and Public Affairs.
The bill was sponsored by the chairman of the Senate Committee on Power, Senator Enyinnaya Abaribe.
Abaribe told the gathering that the bill seeks to establish a regulatory body that will oversee, promote, and enhance the practice of out-of-home media in Nigeria.
He said the out-of-home media industry, encompassing billboards, transit advertising, and digital displays, plays a pivotal role in our country’s advertising landscape.
He said: “It’s a bill of significant importance, one that addresses the multifaceted impact of out-of-home (OOH) media on our environment and the need for professionalising engagements in this sector.
“This bill aims to ensure that the practice of owning and managing OOH assets is elevated to a standard that promotes quality, uniformity, and environmental aesthetics.
“The sector faces numerous challenges, including a lack of standardised regulations, inadequate professional development, and inconsistent practices that hinder its growth and efficacy.
“This bill aims to address these challenges by establishing the Chartered Out of Home Media Practitioners of Nigeria.”
Abaribe said the proposed body will be tasked with several critical functions in advancing the profession.
He said: “The body will promote the art and science of out-of-home media practice, ensuring it evolves with technological advancements and international best practices.
“By determining and periodically reviewing the standards of knowledge and skill required for practitioners, the body will uphold high professional standards and ensure that members are well-equipped to meet industry demands.
“The body will foster a culture of excellence, competence, and ethical conduct among its members, enhancing the credibility and effectiveness of the profession.
“The body will engage with both the public and private sectors to promote the advancement of out-of-home media practice, driving innovation and growth in the industry.
“OOH media, encompassing billboards, digital displays, posters, and transit advertising, is a ubiquitous presence in our urban and rural landscapes.
“While it serves as a crucial channel for advertising and information dissemination, it also poses several environmental challenges.
“Unregulated and haphazard installations can lead to visual clutter, detracting from the natural and architectural beauty of our cities.
“Moreover, poorly maintained structures can become safety hazards, posing risks to pedestrians and motorists alike. Environmental degradation is another critical concern.
“By establishing and promoting standards, we can ensure the quality, uniformity, and safety of OOH assets, thereby enhancing the aesthetics of our environment.”
Speaking on behalf of the Ministry of Information, the director overseeing the office of the permanent secretary said creating an agency out of ARCON will be putting pressure on governance.
Similarly, the executive secretary of the Nigerian Press Council said there is already a unit that is currently doing the work the proposed body seeks to perform.
The director general of the Advertising Regulatory Council of Nigeria, Olalekan Fadolapo, said creating another agency would be counterproductive and would be against the Steve Oronsanye panel’s report being implemented by Bola Tinubu’s administration.
However, the representative of COREN at the occasion, Dipo Mabogaje, said since ARCON is regulating the messages of the advert contents, it is better to have an agency that would regulate the ways billboards are mounted and the quality of materials being used.
The president of the Advertising Association of Nigeria, Osamede Uwubanmwen and the president of the Advertising Agencies of Nigeria, Lanre Adisa, also welcomed the idea of the bill and urged the Senate to pass it.
