Nigeria broke new ground by being the first country in the world to ban the use of foreign models and voice-over artists in television commercials made in the country. According to Times of London, all advertisements, advertising, and marketing communications materials targeted or exposed on the Nigerian advertising space are to use only Nigerian models and voice-over artists.
Before the ban was imposed, businesses had to pay a charge of 100,000 Naira, or about $240, for each international model featured in an advertisement, making Nigeria one of the most stringent regulatory environments in the world for media representation.
The unprecedented action, which follows the Federal Government’s commitment to fostering local talent development, driving inclusive economic growth, and advancing Nigeria’s advertising sector, will go into effect in October.
According to reports, Nigeria’s advertising commission stated that current advertising campaigns would not be impacted by the policy and would be allowed to finish their terms. Later requests for revalidation for prolonged exposure to such information, however, won’t be accepted.
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