In a significant move toward financial stabilization, Emerging Markets Telecommunication Services Limited (EMTS), the operator of the newly rebranded T2, has announced the full settlement of its historical advertising debts.
The telco, which recently underwent a major rebrand from 9mobile following its acquisition by LH Telecommunication, confirmed that it has discharged all obligations to its advertising agencies through an installment payment plan brokered by the Advertising Regulatory Council of Nigeria (ARCON).
Cleaning the Balance Sheet: The T2 Recovery Roadmap
The settlement is a critical milestone in T2’s “four-phase recovery roadmap” (Stabilization, Modernization, Transformation, and Growth).
For years, the telco, previously Etisalat Nigeria, struggled with a shrinking subscriber base (dropping to ~3.2 million by early 2025) and mounting local debts that strained its relationship with the creative ecosystem.
As of mid-2025, the Advertising Regulatory Council of Nigeria (ARCON) launched an investigation into 9mobile (now rebranded as T2) regarding an alleged debt of ₦1 billion owed to various advertising agencies
The Mediation: Led by COO, John Vasikaran, the T2 executive team visited ARCON HQ yesterday to formally close the matter.
The Impact: By clearing these liabilities, T2 is signaling to the market that it is “investment-ready” as it leverages its new roaming agreement with MTN Nigeria to regain market share.
A Strategic “Thank You” to ARCON
The visit serves as a high-profile endorsement for Dr. Lekan Fadolapo, the director-general of ARCON, at a time when the regulator is facing intense pushback from the Advertisers Association of Nigeria (ADVAN).
While ADVAN has recently escalated its legal battle against ARCON, filing a fresh lawsuit and an “Open Letter to the President” claiming that the regulator’s interference in private contracts is killing business confidence, T2 is offering a counter-narrative.
“The Council’s facilitative role was instrumental in achieving an amicable settlement that preserved business relationships while honoring contractual obligations,” EMTS representatives stated during the visit.
The Ad-Industry Tug-of-War (2025/2026)
| Stakeholder | Position | Recent Action |
| ARCON | Pro-Regulation/Mediation | Brokered T2 debt settlement; enforces 45-day payment policy. |
| T2 (EMTS) | Compliance/Recovery | Cleared 100% of historical agency debt via ARCON mediation. |
| Agencies | Service Providers | Regaining liquidity from previously “bad” telecom debts. |
The ‘Digital’ Leverage
From a tech perspective, this is about the health of the supply chain. Advertising agencies are the “marketing engine” for telcos.
By utilizing ARCON’s AISOP (Advertising Industry Standard of Practice), which mandates a maximum 45-day payment cycle, T2 is attempting to distance itself from its legacy of insolvency.
However, the industry remains split. While T2 praises ARCON for “professionalizing the sector,” other multinationals (under the ADVAN umbrella) view these same regulations as a breach of constitutional freedom of contract.
