ADVAN Kicks Against APCON’s Code of Conduct

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By Ashemiriogwa Emmanuel

The Advertisers Association of Nigeria (ADVAN) has rejected the implementation of the new code of conduct titled Advertising Industry Standard of Practice (AISOP) introduced by the Advertising Practitioners Council of Nigeria (APCON).

According to the association, the provisions of the framework “make an unconstitutional attempt to infringe on the rights of private entities to determine their contractual terms.”

Business Post reports that earlier, APCON had released this document as part of efforts to sanitise the integrated marketing communication space given that the industry had operated without a code of conduct.

Reacting to this in a statement signed by ADVAN’s Acting President, Mrs Bunmi Adeniba, the association noted that it was excited to be a part of any initiative that would bring about the development of industry best practices that will facilitate business growth.

It, however, maintained that “the current AISOP does not serve the collective interest, but rather permits unfair authority of certain parties over others and creates an unfriendly business framework.”

The body countered the details of the document in section 5 subsection b (Discounts and Commissions) where it states that “no party will unilaterally dictate or impose rates on another party except as may be mutually agreed by upon by the parties.”

“However in the summary submitted to the press, there is a clause that states ‘Media rates may be increased at any time provided that at least 30 days’ notice is given prior to implementation’. Latter of which was not included on original documents, further portraying an inconsistency in expectation.”

To this end, ADVAN disclosed, “(we have) sent in a clear representation of expectation. ADVAN is on standby for the acknowledgement of this position and further engagement on a standard of practice framework that is in the mutual interest of all.”

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