9mobile is faced with more pressure with the Advertising Regulatory Council of Nigeria (ARCON) reportedly commencing an investigation following a petition against the telecommunications company over an alleged N1 billion unpaid advertising debt.
As one of Nigeria’s top four telecoms companies, 9mobile has lost a substantial portion of its subscriber base, moving from 23.4 million subscribers in 2015 to just 2.96 million as of February and March 2025.
In a statement issued at the weekend, the ARCON stated that the petition was filed by advertising agencies alleging that Emerging Markets Telecommunications Services Limited — trading as 9mobile — failed to settle payments for services rendered and has continued to engage new agencies without fulfilling existing obligations.
The regulator identified the alleged activity as a potential violation of the Nigerian advertising code, adding that it might have far-reaching consequences throughout the business.
“It was also alleged that while 9mobile refused to pay or resolve its indebtedness to the agencies, it has gone ahead to brief other agencies to continue its advertising and advertisement business with impunity,” the statement reads.
The ARCON said it would investigate whether 9mobile followed disengagement protocols when transitioning from the owed agencies to new ones and whether there were possible breaches of ethical procedures.
“Advertising debts are beyond agencies,” ARCON added.
“They belong mostly to media houses and third-party vendors/suppliers who are significantly affected by the indebtedness, with multiplier effects on their cash flow and operations.”
The council said it would partner with anti-graft and government agencies to ensure a full investigation and the debt’s resolution — stressing that the borders on economic sabotage.
The ARCON reiterated that the Nigerian advertising industry’s official payment threshold remains 45 days and promised to clamp down on practices that encourage unethical competition and unfair advantage.
“The council will take all necessary actions to eradicate unethical competition and ensure compliance with the Advertising Industry Standard of Practice (AISOP), including adherence to the 45-day credit policy,” it said.
9mobile is a member of the Advertisers Association of Nigeria (ADVAN), and its members are expected to follow advertising regulations and contractual duties within the ecosystem
