DECEMBER 17, 2010
The Chairman of Advertising Standards Panel (ASP),Mr. Ade Akinde has counseled Nigerian politicians and campaign managers of political aspirants to desist from further breach of the law requiring clearance of political advertisements.
The ASP Chairman gave this counsel on Wednesday, December 15, 2010 while sharing views with the APCON Registrar, Alhaji Garba Bello Kankarofi, on the activities of the ASP. He said the Panel has observed with dismay the rising incidence of mudslinging and unsubstantiated claims contained in a number of political advertisements published in the media.
The ASP Chairman urged politicians to study article 71 of the Nigerian Code of Advertising Practice and Sales Promotion and the Vetting Guidelines to understand what is expected of them in creating responsible advertising material for exposure to the electorates.
Article 71 of the APCON Code states: “Political advertisements shall be issue-oriented and devoid of abusive statements or references. They shall not employ false, distorted or unsubstantiated claims, or contain misrepresentations”
Article 72 further states that every political advertisement shall clearly identify the sponsoring organizations or individual, visually or orally. Political advertisements shall not explicitly nor implicitly exploit ethnicity, religion or any other sectional interest.
Media houses, agencies, political parties, politicians and their agents shall ensure that political advertisements are in consonance with the provisions of this Code as it relates to political activities and of the Oath of Advertising Practice and the Nigerian Broadcasting Code as it relates to political advertising.
The ASP Chairman urged advertising practitioners and politicians to be mindful of these laws while creating political advertisements for the 2011 elections.
It will be recalled that the Registrar while receiving members of the House of Representatives Committee on Information who were on oversight visit to APCON decried the practice by political aspirants and their communication consultants of not securing approval for their political advertisements before exposure. The House Committee Chairman promised to advise his colleagues to cooperate with APCON and ensure that all political advertisements conform to the Nigerian Code of Advertising Practice and were cleared before exposure.
Source: Advertising practitioners Council of Nigeria (APCON)