Nigeria Becomes The First Country In The World To Ban White Models In Advertising

     The use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space has been banned by the Advertising Regulatory Council of Nigeria, ARCON with effect from October 1, 2022.

    ARCON in a statement released on August 22, 2022 posited that the ban was in line with the Federal Government's policy of developing local talent, inclusive economic growth and the need to take necessary steps and actions aimed at growing the Nigerian advertising industry.

    The ban is expected to cover all non-Nigerian citizens, in the process restricting the numbers of western actors who have appeared regularly on the country’s television adverts.

    The Director-General of ARCON, Dr. Olalekan Fadolapo in a statement he e-signed, noted that the decision, in tandem with the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, would not affect ongoing advertising campaigns, saying they would be permitted to run out their terms.

    The latest restriction means Nigeria is the first country in the world to ban white models in advertising.


    The statement, added:

    “All advertisements, advertising and marketing communications materials are to make use of only Nigerian model and voice-over artist.

    “Ongoing campaigns are permitted to run out their terms, however, subsequent applications for revalidation for continued exposure of such materials will not be granted by the Advertising Standards Panel (ASP)."

    Prior to the announcement of the ban, brands had to pay 100,000-Naira (about $145) tariff for every foreign model used in an advert, giving Nigeria a place among countries with the most uncompromising environments on media representation. The October start date for the ban will make the deterrence permanent.

    The new law will compel organisations giving awards to corporations or individuals to write to ARCON to establish the basis and process of arriving at the awards.