he
face-off between Guinness Nigeria Plc and the Advertising Practitioners
Council of Nigeria (APCON), a federal body responsible for the
regulation and control of the practice of advertising in Nigeria, may
not have abated as fresh trouble is knocking on the doors of Guinness
Nigeria Plc over the recent front page advert placed in some newspapers.
Vanguard
learnt that the advert Guinness Colourful World of More, did not pass
through the Advertising Standards Panel, ASP, the vetting arm of APCON.
The hint of the fresh trouble for the brewer was dropped by Mr. Tunde
Thani, ASP Advertising Best Practice Committee Chairman.
Responding
to questions from journalists at a press briefing to herald the
forthcoming ASP Advertising Best Practice Awards /Advertising Day
celebration scheduled to hold in November 15, 2013, Mr. Tunde Thani,
said “There is no way ASP could seat and allow any advertiser to plan
such campaign that runs contrary to the advertising code.
He also
wondered why any newspaper should expose such an advert to the public no
matter the amount, without minding what it connotes to the public,
particularly the under aged.” He noted that APCON has a body, Advert
Mangers Forum, of which all advert managers belong, saying, “They are
part of the vetting process for adverts. There is no information you
cannot get from them. We are not hiding anything from public
consumption. I can assure you that there is nothing like that
(vetting).”
While blaming some advert managers and journalists, he
said: “From your end as well, you take finance above ethics. We have
the rules, but, unfortunately, some companies are not playing by the
rule. From next year, you will begin to see the trail of stamping out of
such practices.

*Seni Adetu
Managing Director
“Presently
we are beginning to get calls from the public on why Guinness should
expose such an advert in front pages of newspapers to the detriment of
children, who are privy to newspaper copies”, he said.
It will be
recalled that to check these flagrant violations, APCON had in February
this year banned all alcohol advertising from the stable of Guinness
Nigeria Plc over what it termed deliberate breach of the code’s Article
39.
The code states that “advertisements for alcohol beverages
shall not be aired between 6.00am and 8.00pm on radio and between 6.00am
and 10.00pm on television.”
The Article 34 for outdoor
advertising also says that advertisements for alcohol beverages shall
not be sited within a radius of 200 meters from nearest perimeter fence
of any place of worship, hospital, school, or motor parks.
Over the
years, players in the segment of this market category have continually
breached this provision as a result of what some termed APCON’s
ineptitude and/or lack of effective monitoring.
The effect of this
flagrant disregard to ethical practice, expectedly, has been impacting
negatively on the nation’s youthful section of the consumer market.
In
February this year also, precisely during the African Nation’s Cup in
South Africa, APCON decided to wield the big stick for the first time by
banning all alcohol advertisements of Guinness Nigeria from television
(both terrestrial and satellite).
Although the suspension was not
announced, Nkechi May-Nzeribe, APCON’s Corporate Affair officer, had in a
statement announced the regulator’s decision to pardon the offender,
when he simply said, “The APCON through its Advertising Standards Panel
(ASP) committee lifted the ban placed on advertising of alcohol beverage
placed on Guinness Nigeria Plc.”
The ban, she explained, was
lifted because Guinness complied by withdrawing all the offending
advertisements that had been scheduled to run, and apologised over its
broadcast of Guinness Foreign Extra Stout adverts on Digital Satellite
Television (DSTV) outside the prescribed periods allowed by the APCON
Code and promotion guidelines.
Specifically, May-Nzeribe said
Guinness ‘Made of More’ was aired on DSTV platform on February 2, 2013
at 16.40 hour West African time (4.40pm) during the CAF Nations Cup
match between Ghana and Cape Verde, and during English Premier League
live matches even after warnings and notifications from the regulatory
body.
According to APCON, the ASP’s decision to lift the ban on
Guinness’ alcohol advertisement followed a letter written by the
Marketing & Innovation Director of Guinness Nigeria, Austin Ufomba.
Ufomba, which assured that in future, the brand would not be involved in
any breach of the APCON code of advertising practice, and announced a
withdrawal of all its advertisement expected to run at that time.
In
deciding to lift the ban on Guinness advertising of alcohol beverages,
May-Nzeribe said, “APCON has reiterated its position that nobody or
company is above the law and would mete out sanctions to any erring
organisation no matter how big or influential.”
From all indications, Guinness may be violating Article 39 and 34 of the Code of Advertising Practice again.
Top
alcohol brands have formed the habit of abusing this advertising
provision, which seeks to protect children, women and underage segments
of the the audience. Besides frequent abuse of advertisement on radio
and television, outdoor advertisement for alcoholic beverages is one of
the most unchecked. In certain areas of Lagos metropolis, such as Pen
Cinema, in the Agege area, a billboard bearing Guinness “Made for More”
overlooks a motor park.
- See more at: http://www.vanguardngr.com/2013/11/fresh-trouble-guinness-unapproved-advertisement/#sthash.ndbxcMM8.dpuf
he face-off between Guinness Nigeria Plc and the Advertising Practitioners Council of Nigeria (APCON), a federal body responsible for the regulation and control of the practice of advertising in Nigeria, may not have abated as fresh trouble is knocking on the doors of Guinness Nigeria Plc over the recent front page advert placed in some newspapers.