News Investigators/ The Minister of Information and National Orientation, Mohammed Idris, says the Federal Government is committed to promoting policies that protect both consumers and businesses in the country.
Mr Idris said this at the 2024 National Advertising Conference on Friday in Abuja.
The Conference, with the theme “Navigating the Shifts: Technology, Culture and New Business Models”, was organised by the Advertising Regulatory Council of Nigeria (ARCON).
According to the Minister, advertising has long been a driver of economic growth, a connector of brands and people, and a storyteller for our society’s aspirations.
He said that the industry was evolving unprecedentedly, adding that, technology, the rise of new business models, and shifts in cultural norms are reshaping how we engage, persuade, and inspire audiences.
He said that the new era of advertising called for adaptability, creativity, and a clear-eyed view of the opportunities and challenges that lied ahead.
He further said that digitalisation had revolutionised advertising, allowing for personalisation, real-time engagement, and greater accountability through analytics.
“Social media, artificial intelligence; and big data have created channels for brands to reach audiences in more meaningful and relevant ways than ever before.
“Today’s Nigerian audience is young, dynamic, and incredibly discerning. It demands representation, authenticity, and social responsibility from brands.
“This calls for a new level of sensitivity and awareness in advertising ” he said.
Mr Idris said that the advertising industry must embrace these shifts and
celebrate culture in all its diversity, while setting standards for responsible communication.
“We must also recognise the growing impact of local content in shaping our national narrative. We are dedicated to fostering an environment where Nigerian creatives and content producers can thrive.
“As a government, we are committed to promoting policies that protect both consumers and businesses, thereby ensuring a digital ecosystem that promotes trust, transparency, and accountability,” he said.
The minister expressed government’s commitment to supporting a regulatory framework that encourages innovation, protects intellectual property, and provides an enabling environment for all players in this sector.
News Agency of Nigeria (NAN) reports that, Mr Idris was represented at the event by the Director-General of National Orientation Agency, Lanre Issa-Onilu.
Also speaking, the Director-Generral of ARCON. Olalekan Fadolapo, said that using the traditional model of business in this generation did not provide the needed results.
Mr Fadolapo said that technology had taken the conversation to a high level, adding that we are now better equipped to face challenges and ensure that our business procedures are productive.
“What this has called for is that every minute, hour and day, we need to continue to renew our business models because there is a shift from traditional media to new media.
“Digital media is becoming more relevant, data and statistics are becoming orders of the day.
“Unlike the era of e-commerce, we now have a full digital economy. Any organisation that is not ready to participate in digital economy will not last,” Fadolapo said.
NAN reports that the event attracted stakeholders from the media, advertising, public relations and other relevant sectors.
NAN