Nigeria becomes first country to ban foreign models in TV ads
The ban is set to take effect in October and calls for the use of models and voiceover actors from Nigeria in the country's future advertisements.
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The move is expected to boost the prospects of locals within the advertising industry, which is currently reflected by a large percentage of white models and people with British accents. “Britons accounted for about half of models and voiceover artists in Nigerian commercials a couple of decades ago,” said Steve Babaeko, president of the Association of Advertising Agencies of Nigeria.
Furthermore, he noted that the change is a part of a current renaissance in the country surrounding identity. “As long as maybe eight years ago, you would notice some kind of renaissance in Nigeria,” he shared. “People will tell you, ‘There are about 200 million of us. Are you telling me you could not find indigenous models for this commercial?'”
Current restrictions are already in place in Nigeria for the use of foreign models. Firms have to pay a fee of 100,000 naira, which equals $240 American dollars, for employing any model that is not originally from the country for its advertisements. The federal agency in charge of regulating advertising and marketing communications announced the ban on Aug. 22. It is set to take effect in October. “All advertisements, advertising and marketing communications materials are to make use of only Nigerian models and voiceover artists,” said The Advertising Regulatory Council of Nigeria in an official statement.
