Nigeria Becomes First Country To Legally Ban White Talent From Ad Campaigns

Nigeria Becomes First Country To Legally Ban White Talent From Ad Campaigns

Nigeria has become the first country ever to implement a total ban on foreign models when it comes to ad campaigns!

For many years, advertisements that air in Nigeria have starred white actors, and have been narrated by people with British accents. However, that is about to change.

As of October 1st, all advertisements and marketing communications in Nigeria must only use talent that is native to Nigeria, making the country the first to legally ban white talent from ad campaigns.

According to reports, companies will now only be able to source local Nigerian talent whether it’s for modeling, acting, or voiceovers in their marketing campaigns. Current advertising campaigns with foreigners can continue but moving forward, there will be no new permits for ads consisting of those foreign to Nigeria.

Reportedly, the decision comes along with the government’s efforts to develop local talent and build economic growth. In the past, Nigeria only relied on foreign models and voiceover experts in their marketing campaigns. Companies would mainly hire white models or British voiceovers and the government has decided that this needed to change.

Steve Babaeko – head of the Nigerian advertising association — had this to say about the new changes.

“Ten to 20 years ago if you checked the commercials, I would say they were almost 50/50 in terms of foreign faces and all the voiceovers were British accents.”

However, Babaeko says that a “kind of renaissance” has occurred in Nigeria over the last eight years or so. A “new sense of pride emerging” among its young population has led to “backlash” against projects that were shot abroad with foreign models.

He added,

“People will tell you, ‘There are about 200 million of us. Are you telling me you could not find indigenous models for this commercial?’”

In a statement, the Advertising Regulatory Council Of Nigeria (ARCON) explained:

“All advertisements, advertising, and marketing communications materials targeted or exposed on the Nigerian advertising space are to use only Nigerian models and voice-over artists. Advertisers, advertisement agencies, media houses, the advertising community, and the general public are hereby enjoined to take note.”

The advertising industry in Nigeria was estimated to be around $450 million in 2021. This ban could help boost its popularity and growth.

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[Source: 1, 2, 3 ]