FG backs advertising, creative industries as drivers of economic Growth

By Adebola Isimijola, Lagos

The Federal Government has reaffirmed its commitment to strengthening Nigeria’s advertising and creative industries, describing the sectors as critical drivers of economic growth, job creation and innovation under the administration of President Bola Ahmed Tinubu.

The Minister of Information and National Orientation, Mohammed Idris, made the declaration on Thursday at the fourth edition of the Advertising Industry Colloquium (AIC 4.0), organised by the Advertising Regulatory Council of Nigeria (ARCON) in Lagos. He was represented at the event by the Director-General of the Voice of Nigeria (VON), Jibrin Baba Ndace.

The position of the Federal Government was contained in a statement issued on Thursday by the Special Assistant (Media) to the Minister of Information and National Orientation, Rabiu Ibrahim.

According to the minister, the Tinubu administration recognises the strategic importance of Nigeria’s advertising and creative ecosystem to national development and is implementing reforms aimed at building a competitive digital economy capable of creating jobs, attracting investments and positioning the country as Africa’s innovation hub.

“The Federal Government, under the leadership of President Bola Ahmed Tinubu, recognises the strategic importance of Nigeria’s creative and advertising ecosystem to national development. Our administration is implementing bold reforms to build a competitive digital economy capable of creating jobs, attracting investments and positioning Nigeria as Africa’s innovation hub,” Idris said.

He noted that Nigeria’s expanding digital economy, supported by over 170 million active telecommunications subscriptions and ongoing broadband infrastructure projects, has created new opportunities for advertisers, content creators and digital entrepreneurs.

The minister described advertising as an industry that extends beyond promoting products, saying it also shapes culture, drives economic activities, supports businesses and contributes significantly to national development.

Idris stressed the need to strike a balance between innovation and regulation, noting that the rapid growth of digital platforms and Artificial Intelligence must be supported by responsible governance.

“Effective regulation is not an obstacle to growth; it is the foundation for sustainable development. A transparent and forward-looking regulatory framework builds investor confidence, protects consumers and promotes fair competition,” he said.

He urged stakeholders across the advertising and creative industries to embrace innovation while protecting creativity, ethics and intellectual property rights.

The minister assured that the Federal Government would continue to work closely with ARCON and other stakeholders to position Nigeria as Africa’s leading hub for responsible advertising, creative excellence and digital innovation.