ARCON's Vetting Rules Squeeze Nigerian Businesses and Influencers with Delays and Costs
Nine months after the Advertising Regulatory Council of Nigeria (ARCON) implemented stringent vetting rules for all advertisements, businesses and content creators are grappling with significant operational challenges. The policy, designed to curb scam ads and deceptive promotions, has sparked widespread frustration due to lengthy approval processes, increased costs, and questions about its overall effectiveness.
What ARCON's Vetting Policy Requires
In May 2025, ARCON introduced a directive mandating that influencers, advertisers, and content creators obtain prior approval from the council before exposing any advertisement to the public, whether online or offline. This includes all paid promotional content, such as social media posts from influencers, Google or Facebook ads, and similar online marketing materials. The aim is to reduce scams, particularly fraudulent investment adverts that have misled Nigerians in recent years.
Rising Frustrations from Businesses and Creators
Many small businesses and marketing professionals report that the vetting process causes delays in campaign launches, undermining their agility in fast-moving digital markets. Simple promotional posts often get caught in bureaucratic red tape, adding unexpected costs and uncertainty. Advertisers' groups have raised concerns about inconsistent vetting times, arbitrary fee requirements, and enforcement practices, which they argue distort fair competition and increase the cost of doing business.
These challenges are particularly acute for small and medium enterprises that rely on low-budget social media campaigns to reach new customers.
Broader Disputes Over Regulatory Reach
The controversy extends beyond compliance timing and costs. Industry associations have questioned ARCON's governance and the legal basis for some actions, noting that state signage agencies have issued conflicting directives, adding to confusion. Debates persist about the extent of the council's authority in digital spaces, especially involving global platforms. While the Federal High Court in Lagos has affirmed ARCON's authority to regulate advertising across all media, including social media, balancing regulatory oversight with business growth and free speech remains a challenge.
Impact on Online Advertising
Despite ARCON's goal of reducing scams and protecting consumers, unapproved adverts continue to appear online, raising doubts about enforcement effectiveness. This situation frustrates both legitimate advertisers and regulators, leaving businesses caught between compliance costs and competitive pressures. For digital marketers, compliance has become a key strategic consideration, requiring brands to factor vetting timelines into campaign planning and influencers to label paid promotions carefully to avoid penalties.
Looking Ahead: Compliance or Innovation?
ARCON's vetting regime reflects a global trend of tightening oversight on advertising, particularly in digital spaces. However, for Nigerian businesses, the immediate challenge is adapting to these rules without sacrificing growth or creativity. Industry stakeholders are calling for clearer guidelines, better communication from the regulator, and systems that expedite approvals without compromising consumer protection goals. As the digital market expands, finding this balance will be crucial for advertisers, creators, and regulators alike.
In related news, the Corporate Affairs Commission (CAC) has announced an initiative to ease burdens on small business owners, offering free business name registration for 3,500 small enterprises across all 36 states and the Federal Capital Territory.
