APCON FELLOWSHIP INDUCTION: New inductees will make the profession proud- Dr Fadolapo assures 

Maryam Aminu

Advertising Practitioners Council Of Nigeria, (APCON), has inducted sixty-three (63) new fellows Of the Advertising
Profession held at Ikeja, Lagos on Wednesday.

The Registrar/Chief Executive of the Advertising Practitioners Council of Nigeria (APCON), Dr. Olalekan Fadolapo, while giving an opening address gave the assurance that the new inductees will make the profession proud noted that the last set of Fellows were inducted ten years ago.

“I am optimistic that with the status that comes with your elevation in the
the advertising industry, you will diligently represent the profession in all progressive ramifications and resourcefully apply your position to promote the best interest of the profession.

“APCON is committed to providing you and every advertising practitioner with a conducive business and professional grounds to make sure that the practice and business of advertising in Nigeria is conducted in an ethical manner without compromising best practices. To further this idea, we have introduce some reforms to complement the prevailing regulations, proclamations, and other subsidiary instruments established and adopted as legal frameworks for the industry.

“Recently, the Advertising Industry Standard of Practice (AISOP) was
established to provide a minimum standard for business engagement in the industry with an aim to improve mutual respect, eradicate unfair advantage, unethical competition, and inequitable engagement terms between stakeholders in the Advertising and Marketing Communication sector of the economy.

The highlights of the AISOP are; Media Rates Deregulation: No sector of the Industry should be allowed cap or determine what media houses should charge as media advert rates. However, media houses must give at least 30 days’ notice before the implementation of a new media rate. It is also provided that advertisers and agencies have a duty to accord Nigeria media houses the same mutual respect they accord foreign media operating in Nigeria and all stakeholders will have to align with best practices.”

He said the Credit Policy is in line with best practices, payment for media and other advertisement services which would be done within 45 days.

“Any payment after 45 days will attract interest at the prevailing CBN interest rate. Advertisers and agencies would have to honour advertising and marketing communications invoices promptly and parties to a business transaction must be transparent in their dealings.

Agency Engagement Process: The pitch procedure has become
professionalized as parties in the pitch process must respect Nigeria’s Copyright Law. Pitch fees would now be paid to agencies that participated in a pitch process in line with best practices while profile presentation, agency visit, meet-and-greet are made free. However, Strategy and/or Creative Presentation attracts pitch fees if the agency participates in a pitch. Agency Disengagement Policy: Where advertisers decide to disengage an agency, an incoming agency, the outgoing agency and the advertiser must reconcile all financial obligations which have arisen during the existence of the business relationship. The outgoing agency must hand over the assets and liabilities of the account to the new agency to enable interested parties to track financial obligations and responsibilities”, the Registrar explained.

APCON which was established by the Advertising Practitioners Act No. 55 of 1988, as amended by Act No. 93 of 1992 and Act No. 116 of 1993 (now Advertising Practitioners Registration Act Cap A7 of 2004), to promote responsible and ethical advertising practice, acting as the conscience of society and watchdog for the consumers; whilst managing the needs and interests of the stakeholders in Nigeria’s Advertising Industry, with the mission Advertising Self-regulation: Encouraging responsible practice and the acceptance of advertising self-regulation, Professional development: refocusing professional development through world-class education and training for the marketing communications industry of tomorrow, Industry forum: providing a forum to debate emerging professional practice/social issues and their consequences in a fast-changing Nigerian environment, Advocacy: speaking for and advancing the freedom of commercial speech and consumer choice, Value of advertising: promoting the critical role and benefits of advertising as the vital force, behind all healthy economies and the foundation of diverse, independent, affordable media in an open society.