Nigeria officially bans white models and foreign voiceover artists in adverts

By Alma Fabiani

Published Aug 31, 2022 at 11:23 AM

Reading time: 1 minute

From 1 October 2022, Nigeria will introduce a ban on all foreign actors and voiceover artists in advertisements distributed across the country. This measure, which was announced during the fourth week of August by the Advertising Regulatory Council of Nigeria (ARCON), makes the country—home to 200 million people—the first known to enact such a law, which seeks to foster more local involvement in the industry.

For years now, adverts that aired in the former British colony—which gained independence in 1960—have starred white actors and have been narrated by individuals with British accents. For many, this blanket ban on white and other non-Nigerian talents represents a crucial shift in the country’s focus on its entertainment and media industry.

“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,” Steve Babaeko, president of the Association of Advertising Agencies of Nigeria, told the Times.

Nigerian brands would often use foreign faces while international corporations would simply import their global campaigns without making any edits. Although this recent news has managed to make headlines across the world, Babaeko revealed to the publication that this “kind of renaissance” had been years in the making—eight years, to be precise.

A “new sense of pride emerging” among Nigeria’s young population, he added, has led to “backlash” against projects that were obviously shot abroad and only featured foreign models.

The ban will also require advertisers to pay 100,000 Naira (just above £200) for every foreign model in a commercial. Hopefully, this will in turn lead to more creative projects being produced in the country and help boost opportunities for local talent.

And it seems to be working so far. As first reported by Dazed, British agency AMV BBDO has already shot an African campaign for Guinness, ‘Black Shines Brightest’, in Lagos with a Nigerian director and local models, reflecting the shift in the nation’s advertising industry.

Keep On Reading

By Charlie Sawyer

Making the case for Louis Theroux to be declared an official Gen Z icon

By Charlie Sawyer

Nail salon offers customers discounts in exchange for consent to sell their feet pics

By Fatou Ferraro Mboup

Christmas on the streets: Inside the UK’s heartbreaking 14% homelessness increase

By Charlie Sawyer

Actor Jamie Dornan guiltily admits to stalking women in London. Here’s why

By Charlie Sawyer

From kinda cute to OK Boomer: Our hot takes on UK political parties’ TikToks ahead of the general election

By Fatou Ferraro Mboup

Problematic P Diddy Nickelodeon cameo surfaces following house raids and Quiet On Set documentary

By Bianca Borissova

Bunny, cat, fox, boy, girl: What type of pretty are you? Unpacking TikTok’s latest beauty obsession

By Abby Amoakuh

US hospitals now required to get explicit consent for pelvic exams to combat gynaecological violence

By Charlie Sawyer

Kim Kardashian becomes Balenciaga brand ambassador one year after child abuse controversy

By Malavika Pradeep

What is vaporwave? Here’s everything you need to know about the viral music genre

By Fatou Ferraro Mboup

Keke Palmer’s ex-boyfriend Darius Jackson files restraining order after disturbing video emerges

By Abby Amoakuh

Watch gun-toting Republican politician Valentina Gomez rap about Trump’s criminal conviction

By Charlie Sawyer

Who is Claudia Sheinbaum, the scientist set to become Mexico’s first woman president?

By Alma Fabiani

60 rizz pick up lines that would put Tom Holland’s charm to shame

By Abby Amoakuh

The murder of a 22-year-old nursing student in Athens Georgia could decide the US presidential elections

By Charlie Sawyer

King Charles’ first official portrait since coronation inspires conspiracy theories about satanic links

By Alma Fabiani

King Charles III diagnosed with cancer, Buckingham Palace confirms

By Fatou Ferraro Mboup

Archaic Missouri law denies pregnant women the right to divorce, even in cases of domestic violence

By Fatou Ferraro Mboup

Move aside Tube Girl, Mumbai’s Train Girl Seema Kanojiya is here to slay

By Charlie Sawyer

Kill them all, US Congressman Andy Ogles tells activist when asked about Gaza