The Nigerian advertising regulator has banned the use of foreign talent in television advertising. The first step of its kind means that foreign models and voice-over artists will be banned completely.
The measure will take effect from October 2022 and is expected to boost the work available for homegrown talent. Until now, the Nigerian advertising industry used a high proportion of white British models and voice-over artists.
“All advertisements, advertisements and marketing communications materials targeting or displayed in the Nigerian advertising space may use only Nigerian models and voiceover performers,” stated the Advertising Regulatory Council of Nigeria (ARCON).
The order takes effect on October 1, and the Nigerian government has allowed all ongoing campaigns to run until the end of their term.
Steve Babaeko, president of the Association of Advertising Agencies of Nigeria, told The Times: “A few decades ago, Brits accounted for about half of the models and voiceover performers in Nigerian commercials.” He added: “There was a kind of renaissance in Nigeria with a new sense of pride among young people.”
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There was already a tax on the use of foreign models. Companies had to pay a 100,000 Naira (about $240) fee for using a foreign model in their advertisements.
But many people have welcomed the move. Advertising agency AMV BBDO was one of the first to use local models and director to film the ‘Black Shines Brightest’ campaign for beer brand Guinness.
This post Nigeria becomes the first country to ban the use of white models in TV ads
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