By Deji Abdulwahab
The Minister of Information and National Orientation, Alhaji Mohammed Idris, has highlighted the potential of technology, creativity and professional innovation to the growth and global competitiveness of Nigeria’s advertising and marketing communications industry.
Idris ​‌⁠⁠‌‌‍⁠⁠‍‍‌‌​⁠⁠​‌‌​stated this in Abuja on Thursday at the 2026 National Advertising Conference with the theme “Repositioning the Marketing Communications Industry for the Next Frontier.”

The News Agency of Nigeria (NAN) reports that the minister was represented by Dr Binyerem Ukaire, the Permanent Secretary, Federal Ministry of Information and National Orientation.

Idris, who commended the Advertising Regulatory Council of Nigeria (ARCON) for sustaining an engagement platform for advertisers, agencies and media organisations, noted that Artificial Intelligence (AI), changing consumer behaviour and convergence of traditional and digital media were transforming the industry.

He added that “the next frontier must be about building an industry that is innovative, responsible and capable of responding to the needs of Nigerian consumers.”

The minister highlighted Federal Government’s National Artificial Intelligence Strategy as a framework for responsible technology adoption, noting that “AI offers opportunities to improve audience analysis, content development, campaign planning and measurement.”

He, however, emphasised the need to address concerns surrounding authenticity, intellectual property, consumer privacy and accountability.

“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” he said.

He also highlighted the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in safeguarding consumers, promoting transparency and maintaining professional standards.

He encouraged ARCON to develop practical regulatory approaches to digital advertising, influencer marketing and AI-generated content, stressing that “trust is one of the most valuable assets in marketing communications.”

He also described advertising as vital driver of Nigeria’s creative economy, supporting employment and investment across media, entertainment, technology and other creative sectors.

Highlighting opportunities under the African Continental Free Trade Area (AfCFTA), he called for greater investment in local talent, professional capacity and internationally competitive content.

He said “the future of marketing communications will belong to industries that combine technology with human creativity, commercial success with professional ethics and innovation with responsibility.”

In his remarks, Dr Olalekan Fadolapo, the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), said the industry must deliberately position itself to harness technology, expand its economic contributions and strengthen its competitiveness.

Citing a PwC study, he noted that “every one naira spent on marketing communications generates an estimated N16.50 in Nigeria’s GDP.

“We must embrace emerging technology while preserving the creativity and professional standards that remain at the heart of effective marketing communication.”

Dr Charles Ebuebu, the Director-General, National Broadcasting Commission (NBC), spoke on behalf of directors-general of agencies under the Ministry of Information and National Orientation, where he
called for credible audience measurement, improved broadcasting data and stronger collaboration among regulators, advertisers and media organisations.

He said “technology supplies data. Sound methodology and independent assurance give it value.”

The conference brought together advertising and marketing communication professionals, regulators, government officials, heads of sectoral groups, media executives and other industry stakeholders to explore opportunities for innovation, collaboration and sustainable growth in Nigeria’s advertising industry.(NAN)

Edited by Hadiza Mohammed-Aliyu