The Advertising Regulatory Council of Nigeria has threatened to sanction FrieslandCampina WAMCO, the makers of Peak Milk, and other companies for running advertisements without permission from the council.
The council announced its decision on Tuesday, against the backdrop of Peak Milk’s provocative Easter advertisement.
ARCON stated that companies would face sanctions for “exposure of incendiary and provocative Easter advertisements.”
In a statement, ARCON’s Director-General, Olalekan Fadolapo expressed its concern about a series of advertisements displayed during the latest Easter celebration by advertisers, media groups (traditional and online), and advertising agencies.
According to him, the advertisements were not only provocative and insensitive, but were also published without approval from the Advertising Standards Panel by the provisions of Section 53(1] of the Advertising Regulatory Council of Nigeria Act No. 23 of 2022.
He said several advertisements were observed by the council during the Easter celebration to be unpleasant, and demeaning to the Christian faith.
The Council said it would take necessary actions to ensure that the rights, sensitivities, and religious beliefs of any sect, or group of people were not disparaged or exploited for commercial gain or otherwise.
The statement read in part, “Advertisers, advertisement agencies, and media owners are strongly advised to desist from exposing any form of advertisement without obtaining the prior approval of the Standards Panel.” “Violators will be sanctioned by the law.”
However, the move by the apex regulatory body for advertising in the country to sanction the dairy company and other offenders followed an outcry by the Christian Association of Nigeria and the Christian community in general, which described Peak Milk’s Easter advertisement as “insensitive, offensive, and unacceptable.”
However, the company issued a public apology to Christians around the country on Tuesday, stating that it was neither intended to make light of the significance of the season nor inordinately exploit the unmatched sacrifice of Jesus Christ.
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