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ABSTRACT
Advertising in Nigeria has grown from its earliest beginning of using the town criers to announce availability of goods and services to become a big industry in Nigeria. Advertising is now very important in the economy of the nation, considering the fact that it serves as a source of information about goods and services and also persuades consumers to patronize the advertised goods and services. The aim of this paper is to critically appraise the practice of advertising in Nigeria. The paper will discuss the development of advertising in Nigeria and the latest trend in the practice of advertising. The study will also appraise the challenges faced by advertising in Nigeria and the prospects of the industry. Suggestions will be proffered on how to improve advertising practice in Nigeria. The underlying fact regarding advertising is that it has changed since the start of the twentyfirst century. . Traditional means of advertising were usually limited to print media, radio and television ads; these were the primary sources of advertising. Businesses advertised in neighbourhood newspapers, regional radio stations, etc. The channels for advertising have expanded dramatically in recent years. Companies use a variety of media to advertise their goods, including electronic billboards, stadium and sports facility commercials, Super Bowl and other sporting/entertainment event advertisements, and social media advertisements. While there is freedom to advertise, it is important to note that there are law regulating product advertisement in Nigeria. The paper explores the importance of advertisement as a whole and reviews the legal and regulatory aspects of advertisement in Nigeria. The Advertising Practitioners Council of Nigeria (APCON), which is thought to be the watchdog for controlling advertising in Nigeria, is also a major focus of the paper. However, given recent events and legal cases over the past few years, one starts to doubt the efficacy of this agency and others like it. The paper also focuses on the anomaly that is presently with the current structure of the APCON Act.
