Minister Idris Reaffirms Federal Government’s Commitment to Protecting Consumers and Businesses
Mohammed Idris, the Minister of Information and National Orientation, has reaffirmed the Federal Government’s commitment to promoting policies that protect both consumers and businesses, with a focus on building a trustworthy and transparent digital ecosystem.
Speaking at the 2024 National Advertising Conference, themed “Navigating the Shifts: Technology, Culture and New Business Models,” Idris emphasized the government’s dedication to ensuring accountability and fairness in the evolving advertising industry. He noted that the rapid rise of new business models and cultural shifts have fundamentally changed how businesses engage with consumers, necessitating a more adaptable, creative, and responsible approach to advertising.
Idris highlighted the transformative impact of digitalization on the advertising sector, particularly through the use of social media, artificial intelligence, and big data. These technologies enable brands to engage with their audiences in more personalized and meaningful ways.
He also pointed to the introduction of a science-based audience measurement system in Nigeria as a key development, noting that reliable data on audience engagement and demographics is crucial for effective advertising. However, he stressed the importance of balancing technological advances with ethical considerations, particularly concerning data privacy, cybersecurity, and the spread of misinformation.
Addressing the challenges faced by advertisers in a rapidly changing landscape, Idris called on the industry to embrace the evolving dynamics of Nigerian society, which is increasingly diverse and digitally connected. He noted that today’s Nigerian audience is young, dynamic, and socially conscious, with high expectations for authenticity and social responsibility from the brands they support. To stay competitive, Idris urged advertisers to adapt to these shifts by embracing new business models, such as influencer marketing and direct-to-consumer brands, which prioritize transparent, value-driven engagement over traditional advertising tactics.
The Minister also reaffirmed the government’s commitment to collaborating with industry stakeholders to foster a robust advertising sector that drives innovation and contributes to the national economy. He pointed to the role of regulatory bodies like the Advertising Regulatory Council of Nigeria (ARCON) and the National Broadcasting Commission (NBC) in setting standards for ethical practices. Additionally, the government is promoting initiatives aimed at developing local content, enhancing digital literacy, and supporting skill acquisition within the advertising and creative industries to position Nigeria as a leading hub for advertising in Africa.
