The Out-of-Home Advertising Association of Nigeria (OAAN) is pursuing the establishment of a professional body to elevate the standards and expertise within the out-of-home advertising industry. This initiative, currently in the form of a bill before the National Assembly, aims to confer professional status on out-of-home media owners, encompassing traditional billboards and other outdoor advertising platforms, as well as potentially extending to radio and television broadcasting. The primary objective is not to usurp the regulatory functions of existing bodies, but rather to foster professional development, enhance human capital within the industry, and ultimately deliver greater value to clients and audiences. The association believes this move will bring much-needed structure and professionalism to a sector that has historically lacked formalized standards.
The pursuit of professional recognition for out-of-home advertising has a long history in Nigeria, tracing its roots back to the industry’s inception in 1928. OAAN emphasizes that the industry has evolved considerably over the decades, necessitating a framework for standardized practices and continuous development. Previously, the advertising landscape lacked clear distinctions between trained professionals and individuals with limited or no formal training. The formation of the Advertising Practitioners Council of Nigeria (APCON), later evolving into the Advertising Regulatory Council of Nigeria (ARCON), marked a significant step towards professionalizing the broader advertising sector. OAAN’s current efforts build upon these foundations, seeking to specifically address the unique needs and challenges of the out-of-home advertising segment.
OAAN’s journey toward achieving professional status has spanned many years, culminating in the bill passing its second reading in the National Assembly in 2024. The legislative process involves several stages, including a public hearing, before a bill can become law. OAAN is currently awaiting the report from the National Assembly, hopeful for a positive outcome. The association underscores that this initiative is a continuous process, reflective of the dynamic nature of the advertising industry and the need for ongoing adaptation and improvement. This professional body will establish standards for practitioners, promote best practices, and foster a culture of continuous learning and development.
A key point of clarification from OAAN is that the proposed professional body is not intended to duplicate or replace the functions of existing regulatory agencies like ARCON or local government authorities. ARCON retains its mandate to license advertising practitioners and vet all advertisements, including those displayed on out-of-home media platforms. Local governments maintain their jurisdiction over the allocation of sites for billboards and other outdoor advertising structures. OAAN’s envisioned professional body would focus on internal industry standards and professional development, complementing rather than conflicting with the roles of these existing entities.
OAAN emphasizes the collaborative nature of its relationship with ARCON, highlighting that the association does not seek to assume ARCON’s responsibilities related to advertisement vetting. The focus of the proposed professional body is on raising the bar for out-of-home media ownership and practice, ensuring adherence to industry best practices, and promoting ethical conduct. This includes setting standards for billboard construction, placement, and maintenance, as well as fostering professionalism among practitioners. The association believes that this will contribute to a more organized and reputable out-of-home advertising landscape, benefiting both industry stakeholders and the public.
OAAN believes the establishment of a professional body will address the current state of the out-of-home advertising industry, which the association describes as being plagued by unprofessional practices and a lack of standardized procedures. The association hopes to improve the overall quality and effectiveness of out-of-home advertising in Nigeria by implementing industry standards, training programs, and a code of ethics. OAAN is confident in its cause and believes that the creation of this professional body will be a significant step forward for the out-of-home advertising sector in Nigeria.
