By Olugbenga Salami
The Federal Ministry of Information and National Orientation; the Nigerian Press Council, NPC; the Advertising Regulatory Council of Nigeria, ARÇN and other stakeholders in the advertising industry yesterday kicked against plans by the Senate to establish the Chartered Out-of-Home Media Practitioners of Nigeria Bill.
However, the Council for the Regulation of Engineering in Nigeria, COREN; Advertisers Association of Nigeria and the Advertising Agencies of Nigeria, among others, welcomed the proposed legislation.
The stakeholders bared their minds at a public hearing jointly organised by the Senate Committee on Establishment and Public Service; Information and National Orientation and the Media and Public Affairs.
The Bill was sponsored by the Chairman, Senate Committee on Power, Senator Enyinnaya Abaribe.
Abaribe told the gathering that the Bill seeks to establish a regulatory body that will oversee, promote, and enhance the practice of out-of home media in Nigeria.
He said the out-of-home media industry, encompassing billboards, transit advertising, and digital displays, plays a pivotal role in our country’s advertising landscape.
He said: “It’s a bill of significant importance, one that addresses the multifaceted impact of out-of-home (OOH) media on our environment and the need for professionalizing engagements in this sector.”
“This bill aims to ensure that the practice of owning and managing OOH assets is elevated to a standard that promotes quality, uniformity, and environmental aesthetics.
“The sector faces numerous challenges, including a lack of standardized regulations, inadequate professional development, and inconsistent practices that hinder its growth and efficacy.
“This Bill aims to address these challenges by establishing the Chartered out of Home Media Practitioners of Nigeria.”
Abaribe said the proposed body will be tasked with several critical functions in advancing the profession.
He said: “The Body will promote the art and science of out of home media practice, ensuring it evolves with technological advancements and international best practices.”
“By determining and periodically reviewing the standards of knowledge and skill required for practitioners, the Body will uphold high professional standards and ensure that members are well-equipped to meet industry demands.
“The Body will foster a culture of excellence, competence, and ethical conduct among its members, enhancing the credibility and effectiveness of the profession.
“The Body will engage with both public and private sectors to promote the advancement of out-of-home media practice, driving innovation and growth in the industry.
“OOH media, encompassing billboards, digital displays, posters, and transit advertising, is a ubiquitous presence in our urban and rural landscapes.
