Reactions at Bill for Chartered Out-of-Home Media Practitioners Public Hearing
Reactions have continued to trail the Senate’s public hearing and deliberation on the proposed “Chartered Out-of-Home Media Practitioners of Nigeria Bill, 2024 (SB 448)”, with many stakeholders spliced over positions for and against.
Senator Enyinnaya Abaribe who is the sponsor of the Bill told the gathering that the Bill seeks to establish a professional body that will oversee, promote, and enhance the practice of out-of-home media in Nigeria. He said the out-of-home media industry, encompassing billboards, transit advertising, and digital displays, plays a pivotal role in our country’s advertising landscape.
He said, “It’s a bill of significant importance that addresses the multifaceted impact of out-of-home (OOH) media on our environment and the need for professionalising engagements in this sector. “This bill aims to ensure that owning and managing OOH assets is elevated to a standard that promotes quality, uniformity, and environmental aesthetics. “This Bili aims to address these challenges by establishing the Chartered Out of Home Media Practitioners of Nigeria.”
Abaribe said the proposed body would be tasked with several critical functions to advance the profession. He said, “The Body will promote the art and science of out-of-home media practice, ensuring it evolves with technological advancements and international best practices.”
“By determining and periodically reviewing the knowledge and skill required for practitioners, the Body will uphold high professional standards and ensure that members are well-equipped to meet industry demands. “The Body will foster a culture of excellence, competence, and ethical conduct among its members, enhancing the credibility and effectiveness of the profession.
“The Body will engage with both public and private sectors to promote the advancement of out-of-home media practice, driving innovation and growth in the industry. “OOH media, encompassing billboards, digital displays, posters, and transit advertising, is ubiquitous in our urban and rural landscapes.
“While it serves as a crucial channel for advertising and information dissemination, it also poses several environmental challenges. “Unregulated and haphazard installations can lead to visual clutter, detracting from our cities’ natural and architectural beauty.
“Moreover, poorly maintained structures can become safety hazards, posing risks to pedestrians and motorists. Environmental degradation is another critical concern. “By establishing and promoting standards, we can ensure the quality, uniformity, and safety of OOH assets, thereby enhancing the aesthetics of our environment,” Abaribe added.
Speaking on behalf of the Ministry of Information, the Director overseeing the permanent secretary’s office said creating an agency out of ARCON would pressure governance. Similarly, the Executive Secretary of the Nigerian Press Council said a unit already does the work the proposed body seeks to perform. The Director General of the Advertising Regulatory Council of Nigeria, Olalekan Fadolapo, said creating another agency would be counterproductive and would go against the Steve Otonsanye panel’s report, which Bola Tinubu’s administration is implementing. The President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa and urged the President of Experiential Marketers Association of Nigeria (EXMAN), Tolulope Medebem, firmly opposed the bill.
However, the major beneficiary or otherwise of the bill being Out of Home Advertising Association of Nigeria (OAAN) took centre stage in the support of the bill through President, Sola Akinsiku who presented the association position and support for the bill seeking to ensure protection of media assets, investments and public safety/protection. Other supporters of the bill present at the public hearing, Dipo Mabogaje, the representative of COREN said that since ARCON regulates the messages of the advert contents, it is better to have an agency that regulates the ways billboards are mounted and the quality of materials being used for the safety of the public and environment.
In addition, the President of the Advertisers Association of Nigeria (ADVAN), Osamede Uwubanmwen presented a position in support of the bill stating that the bill would provide the much needed professional framework for the industry to thrive. There is need for proper understanding of the out of home media business to enable right regulation. The multiplier effect of this bill will be felt by the entire eco-system.
Also in attendance to support the bill was the Ooni of Ife who was represented by Chief Ayo Olumoko and he submitted a document in support of the bill signed by His majesty, Oba Adeyeye, Ogaga 2.
