Nigeria’s advertising regulator has announced a ban on the use of foreign talent in television commercials. The move, the first of its kind, means foreign models and voice-over artists will be banned altogether.
The measure will come into effect from October 2022 and is expected to boost the work available for local talent. Until now, the Nigerian advertising industry used a large proportion of white British models and voice-over artists.
“All advertisements, advertisements and marketing communications materials targeted or exhibited on the Nigerian advertising space must use only Nigerian models and voice-over artists,” the Advertising Regulatory Council of Nigeria (ARCON) has stated.
The order takes effect from October 1 and the Nigerian government has given leeway for all ongoing campaigns to continue until the end of their term.
Steve Babaeko, President of the Association of Advertising Agencies of Nigeria, said The temperature, “Britons made up about half of the models and voiceovers in Nigerian commercials a few decades ago.” He added, “there has been something of a renaissance in Nigeria with a new sense of pride emerging among young people.”
There was already a royalty on the use of foreign models. Companies had to pay a fee of 100,000 naira (about $240) for using a foreign model in their advertisements.
But many people welcomed the move. Advertising company AMV BBDO was one of the first to use local models and a director to shoot the “Black Shines Brightest” campaign for the Guinness beer brand.