Foreign models and voice-over artists are no longer permitted in Nigerian advertisements.

The Federal Government’s interest in developing local talent, inclusive economic growth, and expanding the West African country’s advertising industry is driving the move.

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On Monday, the Advertising Regulatory Council of Nigeria (ARCON) issued the directive (August 22).

The council stated that “all advertisements, advertising, and marketing communications materials targeted or exposed on the Nigerian advertising space must use only Nigerian models and voice-over artists.”

The order goes into effect on October 1, and the Nigerian government has allowed all ongoing campaigns to continue until the end of their terms.

Nigeria has banned foreign models and voice-over artists in local advertisements.