On August 22, 2022, the Advertising Regulatory Council of Nigeria passed a groundbreaking mandate banning its members from using foreign models in advertisements. This regulation will apply to both voice-over artistes and models and will take affect on October 1, 2022.
In an official statement made by the Director General, Dr. Olalekan Fadolapo, the regulation was enacted in line of the 'Federal Government's policy of developing local talent, inclusive economic growth and the need to take necessary steps and actions aimed at growing the Nigerian advertising agency.'
Many feel this is a good move as it helps lessens any outside competition and further promotes and establishes talent residing in the country. Current advertisements will be allowed to run while renewed and originating ads must adhere under the new rules.
Cover Image: Instagram @mayowanicholas, Nigerian Model Mayowa Nicholas walking for Givenchy