This was stated during his ministerial briefing on performance and challenges at the ARCON headquarters on Friday.
The minister noted that ARCON is pivotal in regulating advertising practices and ensuring that practitioners adhere to the highest standards.
He said, “Advertising is not just business, it is also a way to engage the nation, promote our culture and values, and reflect our diversity. It also provides direct and indirect job creation and inclusion. I’m therefore committed to working closely with ARCON to promote innovation. Our collective goal is to ensure that the sector in Nigeria not only meets international standards but also serves as a catalyst for national development.”
Idris noted that ARCON should promote local content and production because many opportunities in the industry have been lost to other countries despite Nigeria’s rich capacity which is Africa’s pride.
He stated, “I’m aware of the audience measurement insight being handled by your office; I’m hopeful that you have achieved some milestones regarding this important issue to ensure maximum return on media investments.”
He further added that ARCON should ensure that its relationship with its stakeholders was in good shape, noting that the council should not be seen to waiver from being at the centre of many players.
Reacting to the minister’s remark, the Director-General, ARCON, Olalekan Fadolapo, thanked the minister for his approval of the ongoing reforms in the industry and his support of ARCON initiatives.
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