Speaking with Brands & Marketing on the recent issues concerning some campaign materials considered to have violated the rules governing advertising practice, Mr Adisa noted that it was obvious that advert materials were being deployed in utter disregard of advertising laws in the country.
Describing the act as share hooliganism, the Noah’s Ark boss, however, blamed relevant regulatory authorities in the sector for not wielding the big stick, by punishing those involved in the unwholesome practice.
He argued that though the sector was witnessing a surge in activities, of late, due to the deployment of electoral materials by politicians towards the forthcoming elections, it had not really transformed into a huge commercial success for the industry since most of the ads materials were being deployed by non-professionals.
“Besides the fact that the communications were not well thought out, I can’t also see the avertisign agencies providing or creating solutions, unlike in those days. This, I think, is due to the fact that one can not actually see much of an engagement of professional services to handle these communications.
“That is why I will blame the relevant regulatory authorities for not wielding the big stick. Anybody would want to run afoul of the law if they know they can get away with it. But, if, for instance, the media owners are mindful of their roles in the whole thing the fact that there is a regulatory body that can sanction them, for being non-professional, they would insist on certain standards. But that has not happened. People know nobody would come after them.
“There is the need to urgently apply sanction to anybody found to have violated any rule guiding deployment of ad materials as political campaigns hot up. This is the only way we can ensure that the industry still retains its sanity, despite the surge in political activities,” he stated.
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