Minister of Information and National Orientation, Alhaji Mohammed Idris, has said that the President Bola Tinubu administration is committed to promoting policies that protect both consumers and businesses.
He said this would in turn ensure a digital ecosystem that promotes trust, transparency, and accountability.
The minister spoke at the National Advertising Conference with the theme, “Navigating the Shifts: Technology, Culture and New Business Models,” held in Abuja on Thursday.
Idris noted that advertising has long been a driver of economic growth, a connector of brands and people, and a storyteller for our society’s aspirations.
“This new era of advertising calls for adaptability, creativity, and a clear-eyed view of the opportunities and challenges that lie ahead,” he said.
The minister acknowledged the profound impact of technology on the industry, adding that digitalization has revolutionized advertising which allows for personalization, real-time engagement, and greater accountability through analytics.
“Social media, artificial intelligence, and big data have created channels for brands to reach audiences in more meaningful and relevant ways than ever before,” he added.
“The introduction of a scientific-based audience measurement system is also a transformative development for Nigeria’s advertising industry.
“Accurate and reliable data on audience engagement and demographics is essential for advertisers, broadcasters, and marketers to effectively reach their target audiences and optimize their campaigns.”
However, Idris noted that as the country navigates the technological landscape, the people “must remain vigilant about issues like data privacy, cybersecurity, and the spread of misinformation and fake news.
“Technology is a powerful tool, but one that requires ethical responsibility. As a government, we are committed to promoting policies that protect both consumers and businesses, thereby ensuring a digital ecosystem that promotes trust, transparency, and accountability.”
He said that advertising reflects and, in many ways, shapes culture.
The minister noted that as the society becomes increasingly interconnected and diverse, advertisers face the challenge of creating messages that resonate across a broad spectrum of demographics, languages, and values.
“Today’s Nigerian audience is young, dynamic, and incredibly discerning. They demand representation, authenticity, and social responsibility from the brands they choose to support,” he said.
“This calls for a new level of sensitivity and awareness in advertising. Our industry must embrace these shifts, celebrating our culture in all its diversity while setting standards for responsible communication.
“We must also recognize the growing impact of local content in shaping our national narrative. At the Ministry of Information and National Orientation, we are dedicated to fostering an environment where Nigerian creatives and content producers can thrive, strengthening our cultural identity and enabling the stories of Nigeria to reach global audiences.
“I urge advertisers to be mindful of this and to be advocates for our rich cultural heritage as they develop their campaigns.
“The shifts in technology and culture are accompanied by the emergence of new business models. In an era where consumers have greater power and control, advertising must evolve to be more collaborative, transparent, and value-driven.
“We are witnessing the rise of influencer marketing, subscription models, and direct-to-consumer brands that prioritize authentic engagement over traditional promotional tactics.”
He said the Advertising Regulatory Council of Nigeria (ARCON), National Broadcasting Commission (NBC), and other regulatory bodies have been actively engaged in setting standards that ensure fairness, transparency, and ethical practices in the industry.
“We are also actively promoting initiatives that encourage local content development, skill acquisition, and digital literacy within the advertising and creative industries.
“By building capacity and fostering an ecosystem where talent can flourish, we aim to position Nigeria as a leading hub for advertising and media in Africa and beyond.”
On the economy, the minister said the Tinubu administration has introduced crucial reforms aimed at improving the business environment, fostering innovation, and creating opportunities for industries to thrive.
Tinubu govt committed to promoting policies that protect consumers, businesses – Idris