Mohammed Idris, the Minister of Information and National Orientation, has urged the Advertising Regulatory Council of Nigeria (ARCON) to enhance innovation, support local content, and foster job creation to stimulate the country’s economy.
The minister made this appeal during his visit to the Council as part of his familiarization tour in Abuja on Friday. He mentioned that this visit is part of his ongoing effort to assist and enhance the operations of all agencies under his ministry.
Idris noted that the ARCON Act had received full legal attention from the government, ensuring the council’s legal standing. He emphasized ARCON’s pivotal role in regulating advertising practices and upholding the highest standards.
The minister stressed that advertising isn’t just a business but a means of engaging the nation, showcasing its diverse cultures and values. He pointed out that it provides direct and indirect employment opportunities, particularly through the promotion of local content, which safeguards jobs for the youth and contributes to the economy.
Idris expressed his commitment to collaborating closely with ARCON to promote innovation, acknowledging the significance of innovation in staying relevant in the present age. He commended the innovation he observed during his visit.
He urged the council to keep evolving, emphasizing that staying stagnant leads to obsolescence. He underscored the collective goal of ensuring that every sector in Nigeria meets international standards and serves as a catalyst for national development.
The minister also encouraged ARCON to promote local content, recognizing that it’s regrettable that many jobs are being lost to other countries despite Nigeria’s substantial potential. He highlighted the importance of retaining jobs within the country, especially with a growing population of capable young people seeking employment.
Idris emphasized that all hands need to be on deck to achieve the goals of reorientation, national rebirth, and reinstating Nigeria’s core values. He noted that President Bola Tinubu is dedicated to reclaiming Nigeria’s value and place in the global community.
The minister pledged to work closely with ARCON to prevent the loss of jobs from the country, stressing that Nigerians should play a significant role in the country’s affairs, including the field of advertising.
In his earlier briefing, Dr. Olalekan Fadolapo, the Director-General of ARCON, provided the minister with an overview of the council’s issues, reforms, and contributions to the advertising industry. He also discussed the benefits and requested the minister’s support for the inauguration of its governing council and reconsideration of the plan to remove the Council from the national budget.
The minister’s tour has included visits to various media and communication agencies, and he will continue his working visits to other relevant organizations in the coming days.