Nigerians are weary of corporations marketing their products in the nation with virtually solely white models and voiceovers with British or American accents. According to the Arab broadcaster Al Mayadeen, there will now be a law that only local models and readers will be allowed to participate.
When African enterprises sell their products to an African audience, unlike in many Western countries, it is usual for white individuals to appear without any aspect of diversity.
However, Nigeria now wants to modify this in order to force corporations to recruit local people and therefore generate jobs in the nation.
On October 1st, a new legislation goes into effect prohibiting corporations from employing foreign models and voiceovers in advertising.
– All advertising and commercial communication material must utilize only Nigerian models and voiceover narrators, according to a representative for the regulator ARCON on Thursday.
Existing advertising campaigns using foreign performers may continue, but the agency will not issue new licenses for such advertising, according to the notification.
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