The Nigeria out-of-home advertising industry is no
doubt enormous, yet the business has its excruciating challenges and
illegalized display of outdoor advertising is one of them. Regarding that, I
will like to share a report I saw on the outdoor governing bodies of Nigeria
giving a plea to that effect.
Last November, the Outdoor
Advertising Association of Nigeria (OAAN) cautioned politicians and other
individuals regarding the use of indiscriminating and illegal installation of
billboards for electioneering campaigns, saying that such act will impact
negatively on the environment as well as create new challenges for the
industry.
According to the report given by
Brand work Nigeria, the plea was made at the end of its extra-ordinary General
meeting held at Obasanjo Legacy resort in Abeokuta, Ogun State. The president
of the association, Mr. Charles Chijide made it known that any group of
individuals who engages in the practice in whatever form,
for whatever purposes and under any guise will be committing an act of
illegality.
Chijide stated that "For
the avoidance of doubts, we state quite categorically that it is only those
companies that are within the fold of the Outdoor Advertising Association of
Nigeria licensed to engage in the business of outdoor advertising by APCON that
can lawfully engage in the practice."
Also "when nonprofessionals
and quacks engage in any specialized area of human endeavor, the result can
only be chaotic" insisting that it was OAAN's belief that the current
activities of those engaging in illegal billboards installation across the
country can only result in having serious negative consequences on the
environment."
"while members have
existing billboards that are currently available for acquisition (and for which
the signage agencies insist that they pay prescribed fees, not minding whether
revenues are being derived on them) the same regulatory agencies appear to be
looking the other way while certain individuals flout the law with crass
impunity."
He further argued that if
professionals are engaged, the environment will be better for it while the
sponsors of such campaigns would spend less, and still have higher value for
their money. The association which called on the various signage and
advertising regulatory agencies and other departments of government with
similar mandate at all levels across the country to be alive to its
responsibility and stop this illegality, was of the view that moments like this
calls for the regulatory agencies to demonstrate that they are truly in charge
and that only companies registered with them are allowed to install and deploy
billboards in their respective domains.
He disclosed that this advice
becomes necessary in view of the adverse effect that this act of gross
illegality constitutes to the environment and the grave danger it portends for
the society if not checked immediately.
It called on the signage’s
agencies and departments to take urgent steps to protect both OAAN members
businesses and the environment from imminent onslaught of politicians through
indiscriminate installation of billboards.
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are thinking of advertising in Nigeria, please contact PoiseMedia
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Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd