OVERLAPPING REGULATORY FRAMEWORKS THREATEN OUTDOOR ADVERTISING INDUSTRY — T.O.E. EKECHI*
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Expert calls for harmonised policies, uniform enforcement
By Noel Chiagorom
Advertising industry expert, T.O.E. Ekechi, High Chief, PhD, D.Litt., has called for urgent harmonisation of Nigeria’s regulatory frameworks governing outdoor advertising, warning that overlapping and conflicting requirements could undermine investment, fair competition and professional practice in the industry.
Ekechi made the call while delivering a keynote address at the 41st Annual General Meeting of the Out-of-Home Advertising Association of Nigeria (OAAN) in Abeokuta, Ogun State.
Speaking on “Out-of-Home Advertising Association of Nigeria in Political Campaign Season: Policies, Politics and Fair Practice,” he said outdoor advertising practitioners often operate within a complex regulatory environment involving different authorities, permits, fees and enforcement requirements.
According to him, regulatory responsibilities should be clearly defined to prevent duplication, conflicting directives and unnecessary financial burdens on practitioners.
He stressed that political campaign periods make the issue even more critical because increased demand for advertising spaces can expose operators to multiple regulatory demands within a short period.
Ekechi also warned against selective enforcement, insisting that rules governing political advertising must be transparent and applied uniformly to all parties and candidates.
«“If one candidate is denied access because of a regulatory restriction, that same restriction must apply to others in comparable circumstances,” he stated.»
He urged OAAN to engage government and regulatory agencies in developing a more coordinated framework that would provide clarity on permits, fees, approvals, enforcement, advertising rights and compliance responsibilities.
Ekechi maintained that predictable regulation would encourage investment and strengthen the capacity of outdoor advertising companies to plan for long-term growth.
He further called on OAAN to strengthen self-regulation and ensure that practitioners uphold professional standards while advocating reforms within the regulatory system.
According to him, a properly harmonised regulatory framework would benefit not only outdoor advertising practitioners but also government, political parties, advertisers and the wider economy.
