ARCON fines businesses N1m for unapproved online ads
The Advertising and Regulatory Council of Nigeria (ARCON) has begun enforcing vetting for digital advertisements, levying fines on several online businesses for displaying unapproved ads. This move comes after BusinessDay reported a gap in the vetting system, where businesses advertising on traditional channels were mandated to comply, but the digital space remained largely unchecked.
Business owners who received notification emails from ARCON claim they were unaware of the need for prior approval for their online ads. The fines, amounting to N1 million per advert, have left many vendors reeling. "I spent about N20,000 to run that advert on Instagram and Facebook for about 12 days," one vendor said. "Asking me to pay a N1 million fine is just outrageous. Where am I supposed to get the money from?"
The affected vendors, who wish to remain anonymous, stated that the flagged advertisements were run on Meta platforms between February and March 2026. According to the violation notice, businesses are required to cease further exposure of the advertisements, submit them to the Advertising Standards Panel for vetting, and pay the regularization fee of N1 million within seven days.
ARCON's decision to fine businesses N1 million for unapproved online ads raises concerns about the regulator's approach to enforcing advertising laws. The fines seem disproportionate to the scale of the businesses' operations, with one vendor claiming to have spent only N20,000 on a 12-day advert. This highlights the need for clearer guidelines and sensitisation for businesses operating in the digital space. The regulator's actions also underscore the importance of a level playing field for all advertisers, regardless of the channel they use. As Nigerians, we expect regulators to strike a balance between enforcing laws and supporting businesses that drive economic growth.
