The Federal Government has reaffirmed its commitment to building a globally competitive advertising industry, stressing the need for ethical artificial intelligence (AI), responsible regulation and stronger collaboration among stakeholders to drive innovation, consumer protection and economic growth.
Minister of Information and National Orientation, Mohammed Idris, made the call while declaring open the fourth edition of the Advertising Industry Colloquium (AIC 4.0), organised by the Advertising Regulatory Council of Nigeria (ARCON), with the theme: “The Future of Advertising: The Role of Platforms, People and Regulation.”
Idris said technological advancements, particularly AI, digital platforms, big data and immersive technologies, are rapidly transforming the advertising landscape, creating significant opportunities while demanding regulatory frameworks that protect consumers without stifling innovation.
He described advertising as a strategic sector that now extends beyond product promotion to shaping culture, influencing public perception, driving economic activity, promoting national identity and supporting democratic participation.
The minister said the Tinubu administration is implementing reforms to strengthen Nigeria’s digital economy, noting that the country now has over 170 million active telecommunications subscriptions, with broadband expansion creating fresh opportunities for advertisers, digital entrepreneurs and content creators.
According to him, the ongoing national fibre-optic expansion programme will improve broadband penetration, reduce connectivity costs and unlock new opportunities for digital advertising, e-commerce and innovation-driven businesses.
Idris identified digital platforms, people and regulation as the three pillars that will determine the future of advertising.
While acknowledging that digital platforms have democratised communication, he warned that they have also introduced challenges such as misinformation, harmful content, privacy concerns, data protection and market fairness.
He maintained that AI cannot replace human creativity, cultural understanding, ethics and professional judgment, urging greater investment in digital literacy, innovation and creative entrepreneurship to equip Nigeria’s youthful population for global competitiveness.
The minister also stressed that effective regulation remains essential to sustainable industry growth, investor confidence and consumer protection, commending ARCON for modernising advertising regulation through stakeholder engagement.
He noted that government communication is also evolving through the use of digital platforms to improve citizen engagement, transparency and public access to information, while calling for stronger partnerships between government, advertisers and the media to promote public health, national unity, financial inclusion, environmental sustainability and responsible citizenship.
Idris further emphasised the need for ethical frameworks to address emerging issues surrounding AI, content creation and intellectual property, assuring that government would continue to support policies that foster innovation while protecting creators’ rights.
Earlier, Director-General of ARCON, Dr. Olalekan Fadolapo, described the colloquium as a critical platform for regulators, practitioners, academics and students to exchange ideas on the future of advertising and marketing communications in Nigeria.
He said the rapid evolution of digital platforms and communication technologies has heightened the need for responsible innovation, professional excellence and effective regulation.
Fadolapo stressed that no single stakeholder can shape the future of advertising alone, noting that sustained collaboration among regulators, industry practitioners and other stakeholders is essential to building a resilient, globally competitive advertising ecosystem.
He expressed confidence that deliberations at the colloquium would strengthen partnerships, inspire fresh thinking and contribute to the continued advancement of Nigeria’s advertising profession.