TECHNOLOGY HARDWARE

Nigerian Government Urges Advertising Industry to Embrace Technology, Creativity

by admin on | 2026-11-13 16:08:16

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Nigerian Government Urges Advertising Industry to Embrace Technology, Creativity

By Maryam Yahya 

The Nigerian Government has called on stakeholders in Nigeria’s advertising and marketing communications industry to embrace technology, creativity and professional innovation to strengthen the sector’s growth and enhance its global competitiveness.

The Minister of Information and National Orientation, Mohammed Idris, made  the call  at the 2026 National Advertising Conference held on Thursday in Abuja, with the theme, “Repositioning the Marketing Communications Industry for the Next Frontier.”

Idris, who was represented by the Permanent Secretary of the Federal Ministry of Information and National Orientation, Dr Binyerem C. Ukaire, said the rapid advancement of artificial intelligence (AI), changing consumer behaviour and the convergence of traditional and digital media were reshaping the advertising landscape.

He stressed that the industry must position itself to take advantage of emerging opportunities while maintaining professionalism, ethical standards and public trust.

“The next frontier must be about building an industry that is innovative, responsible and capable of responding to the needs of Nigerian consumers,” he said.

He commended the Advertising Regulatory Council of Nigeria (ARCON) for sustaining a platform that promotes engagement and collaboration among advertisers, advertising agencies and media organisations.

The Minister also identified the Federal Government’s National Artificial Intelligence Strategy as an important framework for encouraging the responsible adoption of emerging technologies.

According to him, artificial intelligence presents significant opportunities for improving audience analysis, content development, campaign planning and performance measurement.

He, however, cautioned that the growing use of AI must be accompanied by adequate safeguards to address concerns relating to authenticity, intellectual property, consumer privacy and accountability.

“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” he stated.

Idris further underscored the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in protecting consumers, promoting transparency and upholding professional standards within the industry.

He urged ARCON to develop practical regulatory frameworks to address emerging areas such as digital advertising, influencer marketing and AI-generated content.

Emphasising the importance of public confidence in the sector, he said, “Trust is one of the most valuable assets in marketing communications.”

The Minister described advertising as a critical driver of Nigeria’s creative economy, noting its contributions to employment generation, investment and economic activities across the media, entertainment, technology and other creative sectors.

He also highlighted the opportunities presented by the African Continental Free Trade Area (AfCFTA), urging industry players to invest more in local talent, professional capacity development and content capable of competing in international markets.

“The future of marketing communications will belong to industries that combine technology with human creativity, commercial success with professional ethics, and innovation with responsibility,” he said.

Speaking earlier, the Director-General of ARCON, Dr Olalekan Fadolapo, called on practitioners and other stakeholders to deliberately reposition the industry to harness technological advancements, expand its economic contributions and strengthen Nigeria’s competitiveness in the global marketplace.

Citing a study by PwC, Fadolapo disclosed that every N1 spent on marketing communications generates an estimated N16.50 in Nigeria’s Gross Domestic Product (GDP).

He said the figure demonstrated the strategic importance of the industry to national economic development and the need to create an enabling environment for its continued growth.

“We must embrace emerging technology while preserving the creativity and professional standards that remain at the heart of effective marketing communication,” he said.

Also speaking, the Director-General of the National Broadcasting Commission (NBC), Dr Charles Ebuebu, who represented the Directors-General of agencies under the Federal Ministry of Information and National Orientation, stressed the need for credible audience measurement, improved broadcasting data and stronger collaboration among regulators, advertisers and media organisations.

Ebuebu maintained that reliable data and independent verification were essential to building confidence in the broadcasting and advertising ecosystem.

“Technology supplies data. Sound methodology and independent assurance give it value,” he said.

The conference attracted advertising and marketing communications professionals, regulators, government officials, heads of sectoral groups, media executives and other industry stakeholders.

Participants deliberated on emerging opportunities in the sector, with particular attention to technological innovation, regulatory developments, industry collaboration and strategies for achieving sustainable growth.

The conference provided a platform for stakeholders to examine how Nigeria’s advertising and marketing communications industry could respond to changing global trends while strengthening its contribution to the country’s economy and creative industries.