Intercontinental Marketing & Comm. Consortium Limited, the advetising agency behind the “All Eyes on The Judiciary” campaign has revealed that they were misled by their contact that the ads had been approved by Advertising Regulatory Council of Nigeria (ARCON).
Consequently, Intercontinental Marketing & Comm. Consortium Limited has tendered an apology to ARCON for exposing what has now become one of the most controversial advertisements in recent arketing communications history.
The Advertising Regulatory Council of Nigeria (ARCON) had banned further exposure and the immediate removal of “All Eyes on the Judiciary” advertisement billboards across Nigeria.
ARCON Director-General, Dr. Olalekan Fadolapo in a statement said that all the materials being exposed be brought down immediately and that the violators will be sanctioned.
In a new twist, however, in letter dated 17th August 2023, signed by the Managing Director of Intercontinental Marketing & Comm. Consortium Limited, Stephen Ogboko, and addressed to the Chairman of the Advertising Standard Panel (ASP), the agency acknowledged its breach of Article 24(a) of the Nigeria Advertising Practice code. This article stipulates that all advertising, marketing communications, and related materials must undergo ARCON’s vetting process and secure the approval certificate of the Standards Panel prior to public exposure.
The Agency’s letter reads: “We sincerely apologize for this and state that our action was not intentional,”. Explaining its side of the story, the agency explained: “The truth is that immediately we received the brief for the said campaign, we sent the artwork to Mr. Markus Inji Lukman, an ARCON liaison officer who has helped us vet campaign materials in the past.”
“Mr. Lukman allegedly provided reassurances that the material would be approved. Subsequently, the agency sought his advice on posting the billboard on Saturday, August 12. Following his recommendation, they facilitated an expedited an accelerated vetting process. Necessary documentation was submitted in accordance with Mr. Lukman’s guidance, along with a promise of receiving the certificate of approval by Friday, August 11.
“On Friday the 11th, we called Mr. Lukman to inquire about the approval certificate, he informed us that the campaign had been approved and the certificate was on the way. He told us to go ahead and post the campaign as the approval certificate will get to us on Monday morning. As a result of his assurances, we exposed the campaign on Saturday, August 12.”
“We are deeply disappointed that this happened and are awfully sorry for any inconvenience it has caused. We would never knowingly do anything to violate the law or the regulations guiding advertising practice, jeopardize our practice license, or bring disaffection to our dear country’s judiciary. We have already taken steps to ensure that this does not repeat itself. We will be requiring all future advertisements to be vetted from the ARCON Lagos office through our staff in Lagos. Once again, we apologize and hope that you will consider our explanation. We are committed to working with you to ensure that this does not happen again.
BRANDPOWER reports that the “All Eyes on The Judiciary” campaign has stoked a raging controversy among Nigerians with many supporting the campaign as it reflects the reality of the moment while others, especially supporters of the President Tinubu and the APC believe that the opposition is putting undue pressure on the judiciary with the campaign. Indeed, they believe that it was being used to blackmail the judiciary over the ongoing cases on the Presidential Election Petitions Tribunal
Mefor continues: “The statement is targeted at no one and solely calls on the judiciary to exercise caution and extreme diligence in carrying out its duties because the issues at hand, particularly the presidential election petitions, are among the most divisive in the country’s electoral history.
“Nobody wants to see Nigeria burn for the simple reason that the judiciary appeared callous and rendered decisions that most Nigerians could not comprehend. A judgement must not only serve justice but must also appear to have done so to be considered just.”
Mefor also posits that, “Normally, ARCON should convey such a message as part of its social corporate responsibility. Such messages are provided by tobacco companies: “Smokers are liable to die young”; “Drink responsibly” is yet another common message of CSR, this time from alcohol production companies.”
On the other end of the spectrum, A senior lawyer and activist, Oghenejabor Ikimi believes that the ad was inappropriate. He said: “Of course, the billboards with the inscription, “All Eyes on the Judiciary” mounted at strategic locations in Abuja, are no doubt targeted at judges of the Presidential Election Tribunal and this is unfair.”
“I submit the words conveyed to the public are most inappropriate and their removal appropriate. I agree that section 39(1) of the 1999 Constitution guarantees freedom of expression, but section 45(1) restricts the said rights in the interest of public safety, public order, public morality and for protecting the rights and freedom of another person. Who says members of the Presidential Election Tribunal do not have rights, dignity, and integrity to be protected by the Constitution? The words no doubt are derogatory of the judiciary and her respective judges put on trial, and unnecessary pressure. Let the judiciary breathe.”
