The Minister of Information and National Orientation, Mohammed Idris, has said technology, creativity and professional innovation will be critical to repositioning Nigeria’s advertising and marketing communications industry for sustainable growth and global competitiveness.
Idris stated this at the 2026 National Advertising Conference held on Thursday in Abuja, with the theme, “Repositioning the Marketing Communications Industry for the Next Frontier.”
The minister, who was represented by the Permanent Secretary, Federal Ministry of Information and National Orientation, Dr. Binyerem C. Ukaire, said the advertising industry must adapt to emerging technologies, changing consumer behaviour and the growing convergence of traditional and digital media.
He commended the Advertising Regulatory Council of Nigeria (ARCON) for sustaining a platform that brings together advertisers, advertising agencies and media organisations to deliberate on developments and challenges confronting the industry.
According to him, the rapid advancement of artificial intelligence (AI) and digital technologies is reshaping how advertising content is developed, audiences are analysed and marketing campaigns are planned and evaluated.
“The next frontier must be about building an industry that is innovative, responsible and capable of responding to the needs of Nigerian consumers,” he said.
Idris identified the Federal Government’s National Artificial Intelligence Strategy as an important framework for promoting responsible technology adoption, noting that artificial intelligence presents significant opportunities for improving audience analysis, content development, campaign planning and performance measurement.
He, however, cautioned that the increasing deployment of AI in advertising must be accompanied by safeguards against misinformation, infringement of intellectual property rights, violations of consumer privacy and the absence of accountability.
“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” the minister said.
He further stressed the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in protecting consumers, promoting transparency and ensuring that practitioners adhere to professional standards.
The minister urged ARCON to develop practical regulatory frameworks capable of addressing emerging areas such as digital advertising, influencer marketing and AI-generated content, while maintaining public confidence in the industry.
He noted that consumer trust remained central to the sustainability of marketing communications, particularly as digital platforms continue to expand the reach and influence of advertising.
“Trust is one of the most valuable assets in marketing communications,” he said.
Idris also described advertising as a major contributor to Nigeria’s creative economy, explaining that the industry supports employment, investment and economic activities across the media, entertainment, technology and other creative sectors.
He called for increased investment in local talent, professional development and the production of internationally competitive content, particularly in view of opportunities presented by the African Continental Free Trade Area (AfCFTA).
According to him, Nigerian advertising professionals must position themselves to compete effectively within the African market and beyond by combining technological advancement with local creativity and professional expertise.
“The future of marketing communications will belong to industries that combine technology with human creativity, commercial success with professional ethics, and innovation with responsibility,” he said.
Also speaking, the Director-General of ARCON, Dr. Olalekan Fadolapo, said the advertising industry must deliberately position itself to take advantage of emerging technologies, expand its contribution to the economy and strengthen its competitiveness.
Fadolapo, citing a study by PricewaterhouseCoopers (PwC), disclosed that every N1 spent on marketing communications generates an estimated N16.50 contribution to Nigeria’s Gross Domestic Product.
He said the figure demonstrated the economic significance of the industry and the need for stakeholders to invest in its growth, innovation and professional development.
“We must embrace emerging technology while preserving the creativity and professional standards that remain at the heart of effective marketing communication,” he said.
The ARCON director-general urged industry practitioners to embrace innovation while maintaining the ethical principles and professional standards necessary to sustain consumer confidence.
In his remarks, the Director-General of the National Broadcasting Commission (NBC), Dr. Charles Ebuebu, called for credible audience measurement, improved broadcasting data and stronger collaboration among regulators, advertisers and media organisations.
Ebuebu, who represented the directors-general of agencies under the Federal Ministry of Information and National Orientation, emphasised the importance of reliable data and independent verification in assessing the performance of advertising and broadcasting platforms.
“Technology supplies data. Sound methodology and independent assurance give it value,” he said.
He noted that improved audience measurement systems would strengthen the credibility of industry data, support informed decision-making and enhance accountability among stakeholders.
The conference brought together advertising and marketing communications professionals, regulators, government officials, heads of sectoral groups, media executives and other industry stakeholders to examine emerging opportunities, encourage collaboration and develop strategies for sustainable growth.
Among the dignitaries at the event were the President and Chief Executive Officer of the Global Alliance for Public Relations and Communication Management, Prof. Justin Green; Director-General of the News Agency of Nigeria, Ali M. Ali; and Executive Secretary of the Nigerian Press Council, Dr. Dili Ezughah.
