A policy introduced in 2022 by Nigeria’s Advertising Regulatory Council (ARCON) to restrict the use of foreign models and voice-over artists in locally produced advertisements has resurfaced in public discourse following claims that it amounts to a racial ban.
The regulation, announced four years ago, prohibits the use of non-Nigerian models and voice artists in advertisements targeted at the Nigerian market. Industry regulators said the measure was designed to strengthen the country’s creative sector, retain advertising revenue within the domestic economy, and promote local talent development.
Under the policy, eligibility is based on citizenship rather than ethnicity or nationality by origin. Nigerian citizens of any ethnic background are permitted to feature in advertisements, provided they meet regulatory requirements.
The issue gained renewed attention after a social media post characterized the rule as a ban on “white and British models,” prompting heated online exchanges. Some commentators described the measure as discriminatory, while others defended it as a legitimate economic protection policy aimed at supporting indigenous creative professionals.
Fact-checks conducted by independent platforms, including AI-driven verification tool Grok, clarified that the regulation has not been amended and does not single out any race or nationality. Instead, it applies uniformly to all non-citizens, regardless of background.
The controversy has sparked broader conversations about globalization, cultural representation, and economic nationalism within Nigeria’s advertising and media landscape. Supporters argue that similar local-content policies exist in other sectors globally, while critics warn of potential reputational risks in international markets.
Regulatory authorities have not issued a fresh statement on the matter, maintaining that the 2022 directive remains in effect as originally outlined.
