Advertising Industry Group Heads (HASG) Approve New Advertising Industry Practice Guidelines


The Heads of Advertising Industry Groups (HASG) have approved the full implementation of the new Advertising Industry Standards of Practice (AISOP) guidelines.

The approval was conveyed by a press release signed by the President, Association of Advertising Agencies of Nigeria (AAAN), Steve Babaeko; President, Independent Media Practitioners Association of Nigeria (MIPAN), Femi Adelusi; President, Outdoor Advertising Association of Nigeria (OAAN), Emmanuel Ajufo and President, Experiential Marketers Association of Nigeria (EXMAN), Tunji Adeyinka.

According to the statement, the effective date for the implementation of the AISOP is October 6 when it was announced by the Advertising Practitioners Council of Nigeria (APCON).

The group said the guidelines will not affect contracts signed before the effective implementation date, but explained that new contracts between ad agencies, media houses and advertisers will be based on the new guidelines.

Regarding the implementation of listing fees, the HASG said the new guidelines give advertisers the freedom to start the agency selection process with a large number of agencies and give the advertiser the freedom to proceed in stages. . They explained that payment of pitch fees will apply from the final strategic stage of the selection process and limited to a few agencies depending on advertisers’ ability to pay.

“The primary rationale for this is to protect agencies, which invest significant resources in pitches and have often complained that ideas and strategies are used by many clients without reward,” HASG said in the release. .

The new guidelines also recommend that media establishments engage stakeholders before any rate increases, taking into account that advertisers and agencies have many media channel options. In the event of a post-commitment rate increase, the guidelines recommend providing 30 days notice to customers/advertisers prior to implementation.

The new guidelines also recommend that payment to media establishments, agencies, content producers, third-party vendors and service providers in the marketing communications industry not exceed 45 days after the campaign and must be made upon presentation of valid invoices to advertisers/agencies.

While noting that objections to the new guidelines have been raised, including by the Advertisers Association of Nigeria (ADVAN) despite being represented on the committee that worked on the AISOP document, the statement revealed that the Registrar /CEO of APCON called a meeting to discuss the ADVAN deal. objections with a view to obtaining feedback from other heads of sector and sharing its own position as a regulator.

The new guidelines, the HASG said, are in the best interests of the industry and he urged continued engagement with ADVAN to gain their alignment and understanding of the need to support industry and micro, small and medium businesses (MSMEs), which make up the bulk of media houses, agencies and third-party vendors/vendors.

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