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By Robert Egbe

Heads of Advertising Sectoral Groups (HASG) on Wednesday praised Federal Government’s passion for local production of advertising content to grow local industries.

But the group said it was better to let the sector develop naturally.

It was reacting to statements attributed to Minister of Information and Culture, Alhaji Lai Mohammed, on the payment of fines for advertisements placed on foreign-owned media channels and production of content abroad by advertisers.

The HASG, comprising advertisers, advertising agencies, media agencies, marketing activation agencies, out-of-home media agencies and broadcasting company groups, said this in a statement on Wednesday.

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It recalled that the minister, during discussions on a Nigerian Television Authority (NTA) breakfast show, Good Morning Nigeria, said Nigerian brands that run adverts during foreign matches must compulsorily advertise during Nigerian Premier Football League (NPFL) games.

It quoted the minister as saying that brands that produce their advertising materials abroad will pay a fine of N100,000 each time such adverts are run, adding that advertising materials promoting Nigerian brands must be directed and authored by Nigerians inside the country.

“First, it is important that the minister should understand that advertisers put their advertising investment where the eyeballs of Nigerians are. The media decisions are driven by the consumers’ interest, passion, inspiration and aspirations. CNN and other international news channels are watched by Nigerians locally and internationally; the world is now a global village and Nigerians do not only live within our physical boundaries.

“Nigeria-based news channels and contents developed locally are also consumed across many countries beyond our borders with no special fines and levies imposed on companies who place adverts within them…”

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