A public hearing at the National Assembly on the proposed Chartered Out-of-Home Media Practitioners of Nigeria Establishment Bill on Wednesday revealed sharp divisions among stakeholders in the advertising industry.
The bill, sponsored by Senator Enyinnaya Abaribe, Chairman of the Senate Committee on Power, is aimed to establish a regulatory body to oversee, promote, and professionalize the out-of-home (OOH) media sector, which includes billboards, digital displays, and transit advertising.
While some stakeholders, including the Council for the Regulation of Engineering in Nigeria (COREN), the Advertisers Association of Nigeria (ADVAN), and the Outdoor Advertising Association of Nigeria (OOAN), supported the bill, others, like the Federal Ministry of Information, the Nigerian Press Council (NPC), and the Advertising Regulatory Council of Nigeria (ARCON), opposed it.
Speaking at the hearing, Abaribe outlined the bill’s objectives, which include standardizing the OOH sector, addressing safety and environmental concerns, and fostering innovation.
“This bill aims to ensure that the practice of owning and managing OOH assets is elevated to a standard that promotes quality, uniformity, and environmental aesthetics,” Abaribe said.
He highlighted the challenges in the industry, such as lack of regulation, inconsistent practices, and environmental degradation caused by unregulated billboard installations. The proposed body would enforce standards, ensure public safety, and enhance the aesthetics of Nigeria’s urban and rural landscapes.
The Ministry of Information, represented by a director overseeing the office of the permanent secretary, opposed the creation of a new agency, arguing that it would place unnecessary pressure on governance.
The Executive Secretary of the Nigerian Press Council also criticized the bill, stating that existing units are already performing the functions proposed for the new body.
ARCON’s Director General, Olalekan Fadolapo, warned that creating another agency would contradict the Steve Oronsaye panel’s report, which recommends streamlining government agencies to reduce redundancy.
COREN’s representative, Dipo Mabogaje, argued in favor of the bill, noting that while ARCON regulates advertising content, a dedicated body should regulate the structural integrity and environmental impact of billboards.
Similarly, the Presidents of ADVAN, Osamede Uwubanmwen, and the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa, expressed strong support for the bill, emphasizing the need for improved industry standards and professionalism.
The Senate Committees on Establishment, Information, and Media will review the input from stakeholders before making recommendations on the bill. While supporters believe the legislation will address pressing issues in the OOH sector, critics argue that it could lead to redundancy and inefficiencies in governance.
The debate underscored the complexities of balancing industry growth with regulatory efficiency in Nigeria’s evolving advertising landscape.