MINISTER IDENTIFIES TECHNOLOGY, CREATIVITY AS DRIVERS OF ADVERTISING INDUSTRY GROWTH

The Minister of Information and National Orientation, Alhaji Mohammed Idris, has identified technology, creativity and professional innovation as key drivers of growth and global competitiveness in Nigeria’s advertising and marketing communications industry.

Idris stated this on Thursday, November 12, 2026, in Abuja at the 2026 National Advertising Conference, themed “Repositioning the Marketing Communications Industry for the Next Frontier”. Represented by the ministry’s Permanent Secretary, Dr Binyerem Ukaire, the minister said artificial intelligence (AI), changing consumer behaviour and the convergence of traditional and digital media were reshaping the industry.

He described the Federal Government’s National Artificial Intelligence Strategy as a framework for responsible technology adoption, noting that AI could improve audience analysis, content development, campaign planning and measurement. However, he stressed the need to address concerns about authenticity, intellectual property, consumer privacy and accountability. He also urged the Advertising Regulatory Council of Nigeria (ARCON) to develop practical regulations for digital advertising, influencer marketing and AI-generated content.

The minister identified advertising as an important contributor to Nigeria’s creative economy, supporting jobs and investment across media, entertainment and technology. He called for greater investment in local talent and internationally competitive content, particularly in view of opportunities under the African Continental Free Trade Area (AfCFTA), while emphasising the importance of the Nigerian Data Protection Act 2023 and ARCON Act 2022 in protecting consumers and maintaining professional standards.

Also speaking, ARCON Director-General, Dr Olalekan Fadolapo, said the industry must embrace emerging technologies while preserving creativity and professional standards.

The Director-General of the National Broadcasting Commission, Dr Charles Ebuebu, called for credible audience measurement, improved broadcasting data and stronger collaboration among regulators, advertisers and media organisations.