The Nigerian Government has filed a lawsuit against Meta Platforms Incorporated, formerly known as Facebook and its agent AT3 Resources over alleged violation of sponsored adverts regulations. The Advertising Practitioners Council of Nigeria (ARCON) now called, The Advertising Regulatory Council of Nigeria (ARCON), recently amended the law monitoring advertisements placements in Nigeria.
“All advertisements and sales promotions require pre-exposure vetting before publication/screening. Turn-around time for obtaining approval are 8 hours, 16 hours, 24 hours, 48hours and 2 weeks respectively (conditions apply). It is a sanctionable offence to cause to be aired or published in the print, advertisements which have not been approved by the ASP.”
As seen on the APCON website, all adverts will be vetted and approved before going live thereby increasing the review time. More so, Meta, the parent company of Facebook, Instagram and WhatsApp is expected to pay N30billion for unlawful practices and damages.
Also, it is clearly stated that, “ARCON reiterate that it would not permit unethical and irresponsible advertising on the Nigeria’s advertising space.”
In addition to this, every sponsored adverts must be legally accepted, descent and culturally subjective, Meta on the other hand must presents each ads Nigerians are driving before it goes live. Meta’s “continued exposure of unapproved adverts on its platforms” has led to loss of revenue to the Government.
This change will be greatly affected by small businesses who solely depend on the products (Facebook, Instagram, WhatsApp) of Meta Platforms Incorporated for digital sales, to further consider the issue of increased approval and turnaround time which might have a negative effect on these businesses.