Broadcasting Services

Nigeria Govt. Might Change Broadcasting Law To 'Punish' Advertisers Not Supporting Local

In a dramatic move to drive advertisers and sponsors to support local media properties in Nigeria, the country's Government is considering a change of the broadcasting code - the set of laws and regulations governing the industry - to ensure the country's leading brands support local content and marketing properties.

According to the Nigeria's Minister of Information, Alhaji Lai Mohammed, it is just not tenable for local champion brands - that have most of their customers in Nigeria - to be committing their huge marketing budgets (running into tens of millions of dollars) to support, sponsor and advertise on external platforms.

As a result, he is recommending that the code used by the Nigerian Broadcasting Commission should either be changed or at least strengthened to make sure that major local brands support, for example, the Nigeria Professional Football League (NPFL) and other local properties.

 

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