The Advertising Regulatory Council of Nigeria (ARCON) has announced a ban on foreign models in the Nigerian advertisement industry.

In a statement titled ‘Ban on the Use of Foreign Models and Voice-Over Artists on the Nigerian Advertising Medium/Media’ and released on Monday, Olalekan Fadolapo, the Director-General of ARCON, said the ban would take effect on October 1.

ARCON based its decision on a federal government policy.

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“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 Advertising Regulatory Council of Nigeria (ARCON), being the apex advertising, advertisement and marketing communications regulatory agency of the Federal Government, has in accordance with its statutory mandates, responsibilities and powers as conveyed by the Advertising Regulatory Council of Nigeria Act No. 23 of 2022 bans the use of foreign models and voice-over artists on any advertisement targeted or exposed on the Nigerian advertising space with effect from 1st October 2022,” ARCON stated.

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

“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).”

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ARCON’s ban will affect advertisement agencies, media houses, the advertising community and the general public, and keep several foreign models and voice-over artists out of jobs.