Before beginning any advertising efforts, MTN, Airtel, Glo, and any other Mobile Network Operators (MNOs) are now required to have the Nigerian Communications Commission (NCC)‘s approval.
This requirement was recently imposed by the NCC. This information was provided by the commission in a set of new guidelines for the conduct of promotional efforts, particularly by Mobile Network Operators (MNOs) in the country.
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Document released by National Communications Commission (NCC)
In the document that was issued by the regulator, which was 15 pages long, the NCC stated that the Licensee (MNOs) are required to submit a formal request to the Commission for permission for any promotional advertisements for products and services.
The request must be made at least thirty calendar days in advance of the intended or planned publication of the advertisements, and the licensee is responsible for ensuring that the application satisfies all requirements and standards, including the minimum ones.
According to the, the term “advertisement” refers to any message, the content of which is controlled directly or indirectly by the advertiser, stated in any language, and delivered through any medium with the intention of influencing consumers’ choice, opinion, or behaviour.
The Nigerian Communications Commission (NCC) claims that the Guidelines were developed in order to establish minimum requirements and standards for promotional advertisements made by licenced communications operators in Nigeria. The NCC is able to regulate promotional advertisements since Section 70 of the Nigerian Communications Act, 2003 gives it the right to do so.
Within three days of the beginning of the promotions, the commission told everyone that any approvals that were granted needed to be recorded with the Federal Competition and Consumer Protection Commission (FCCPC).
Additional information regarding the NCC Ads requirements
The Commission has outlined a number of conditions, one of which is that the licensee must attach a comprehensive report of the advertisement in which the items and/or services, as well as the intended audience, are specified. It also requires the licensee to give data that is reasonably competent and dependable, representing the real and acknowledged principles of such research.
In addition, the new rules require the licensee to conform to established quality standards. This is another requirement of the legislation.
Regarding pricing, the commission ruled that the licensee must convey all prices and the financial implications in a clear manner and that there must not be any concealed or disguised price adjustments, discounts, unrealistic price comparisons, or inflated claims as to the worth or value of the product.
“Advertising with complicated price structures and information shall not only appear in transient types of media such as radio and television but shall be accompanied by detailed print media explanations and on the licensee’s website“, it says.
About NCC
The Nigerian Communications Commission regulates the telecoms industry independently. The Federal Military Government of Nigeria established the NCC on 24 November 1992 under Decree 75.
Nigerian Communications Commission Board Chairman is Professor Adeolu Akande.
Akande teaches Comparative Politics and Political Communication and directs the Centre for Presidential Studies at Igbinedion University, Okada, Edo State.
The Commission ensures quality and efficient telecommunications services nationwide and fosters industry competition.
About MTN, Airtel and Glo
Mobile Telephone Network (MTN) provides network information technology services. It offers broadband, Internet, and convergent fixed or mobile services. Local, national, and international telecom companies use the firm.
Bharti Enterprise, India’s third-largest mobile phone operator, owns Airtel. On January 28, 2016, Malaysian Axiata Group and Indian Bharti Enterprise merged their Bangladesh operations.
Airtel’s consumer services include 2G, 3G, and 4G wireless, mobile commerce, fixed line, high-speed DSL broadband, IPTV, and Digital TV. Enterprise services include tower infrastructure and national and international long distance for large organisations and carriers.
Mike Adenuga launched Globacom Limited popularly known as Glo, on August 29, 2003. In June 2018, the company employed around 3,500 workers worldwide.
The company provides telecom solutions, international and voice calling, SMS, high-speed internet, ADSL for homes, and fixed landlines. Globacom serves customers in Ghana, Nigeria, and the UK.
MTN Nigeria Has Made Profit Of $28B, Glo $4.2B, and Airtel $387M Since Founding.