How to get your adverts approved by ARCON
In Nigeria, almost every advert needs approval before it runs, including social media posts and influencer content. Here is who needs it, how the process works, what it costs and what to prepare, in plain English.
Get approval before your advert goes out
The Advertising Regulatory Council of Nigeria (ARCON) regulates advertising under the ARCON Act 2022. Its Advertising Standards Panel (ASP) must approve an advert aimed at Nigerians before it is shown, printed, broadcast or posted. This applies to Nigerian and foreign brands alike.
TV, radio, print, billboards, websites, social media, influencer posts, cinema, packaging and labels.
The application form must be signed by a registered advertising practitioner.
Standard review follows the panel's meetings. Paid fast-track options cut it to hours.
Reported standard fees per advert. Fast-track and some categories cost much more.
Does my advert need approval?
Answer three quick questions to see whether you need ARCON approval and what else to prepare.
The approval process
Get any other approvals first
Regulated products need their sector approval before ARCON will look at the advert. Food, drinks, drugs and cosmetics need NAFDAC. Banks, investment and insurance brands may need clearance from the CBN, SEC or NAICOM. Betting and lotteries involve the National Lottery Regulatory Commission.
Work with a registered practitioner
The application form (Form 001) must be signed by a registered advertising practitioner of at least Associate Member rank, with their registration number. Most businesses apply through their advertising agency. Small businesses with a SMEDAN or NASME attestation letter can use a dedicated SME window.
Prepare the advert and documents
Submit the advert in its final form. For TV, send the script or storyboard before production and the final cut after. For radio, send the script and then the finished jingle. For print and outdoor, send a colour layout. Include a letter from the brand authorising the applicant.
Submit and pay the vetting fee
Send the application to ARCON's vetting desk and pay the fee for your medium. If you're short on time, pay for accelerated vetting.
The panel reviews it
The Advertising Standards Panel checks the advert against the Nigerian Code of Advertising Practice. It can approve it, ask for changes or refuse it. Refusals can be appealed to ARCON's Governing Council.
Receive your certificate, then run the ad
Once approved, you get a Certificate of Approval with an identification code. Don't run the advert before you have it. Attach a copy to media orders, and show the approval code on your advertising materials as the guidelines require.
Before you submit
Tick items off as you go. Your progress is saved in this browser.
What it costs and how long it takes
ARCON doesn't publish its full fee schedule online. It's available from ARCON's offices. These are the rates in force since 1 January 2024, as reported in the press. ARCON has publicly confirmed the ₦35,000 standard fee.
| Type of advert | Standard vetting | Fast-track (per advert) |
|---|---|---|
| TV, radio, print, outdoor | ₦35,000 Confirmed by ARCON | ₦600,000 in 4 hours · ₦400,000 in 8 hours · ₦250,000 in 16 hours Reported |
| Online and social media | ₦20,000 Reported | ₦250,000 in 4 hours · ₦150,000 in 8 hours · ₦100,000 in 16 hours Reported |
| Small businesses (SME window) | ₦20,000 Reported | Not listed |
| Lottery, betting and promotions | ₦1,000,000 Reported | Not listed |
| Using foreign talent | ₦2,500,000 extra Reported | Needs a written reason |
| Produced outside Nigeria | ₦3,000,000 extra Confirmed by ARCON | ARCON calls it a "deterrent fee" |
Timelines. Standard applications follow the Advertising Standards Panel's meetings. Earlier rules set 7 working days for digital adverts and 10 for traditional media. Plan for about two weeks, and use fast-track only when you must. Validity: in 2023 approvals lasted 12 months for traditional media and 3 months for online. Ask ARCON to confirm the current period for your advert.
Extra rules for some categories
Extra approvals or limits
- Tobacco: advertising is banned.
- Alcohol: radio ads only between 6am and 8pm, TV between 6am and 10pm.
- Food, drinks, drugs, cosmetics: NAFDAC approval first.
- Financial services: the CBN, SEC and NAICOM sit on the panel. Expect them to check rates, returns and claims.
- Betting, lotteries and promotions: higher fees and separate verification for consumer promotions.
Content rules to watch
- Foreign models and voice-overs: banned in ads aimed at Nigeria since 1 October 2022, unless ARCON grants a variation.
- Uniforms: skits using police or military uniforms need clearance from those services.
- Political adverts: need approval before they run. In October 2026 ARCON told media houses to reject political ads without it.
- AI and deepfakes: using someone's face or voice without permission, including with AI, is an offence. ARCON warned about this in October 2026.
Sponsored posts need approval too
Since 1 March 2023, ARCON has required approval before brands, digital agencies, bloggers, vloggers, influencers, comedians and skit makers publish adverts. In April 2025 the Federal High Court confirmed that what matters is the activity: if content advertises something to Nigerians, it must be vetted, whoever posts it.
- The brand is responsible. Get the creator's script or draft approved before it's posted, just like any other advert.
- Keep a record. Keep the approval certificate on file with the creator's brief and contract.
- Make it clear it's paid. Label sponsored content clearly, for example with #ad or "Paid partnership".
What happens if you skip it
What the law says
- Running an unapproved advert is an offence under section 54 of the ARCON Act 2022.
- Breaking the Act carries a penalty of at least ₦500,000 (section 57).
- ARCON has sent notices of ₦1 million per violation to online businesses (March 2026).
- Media owners can be told to take adverts down.
How it's enforced now
- In June 2026 the Federal High Court in Lagos voided ARCON's ₦60 billion fine against Facebook. It ruled that ARCON can't impose fines without a conviction and a fair hearing.
- In August 2026 the government set up the Advertising Offences Tribunal to hear these cases.
- Penalties now go through the Tribunal, which makes enforcement more formal, not weaker.
Recent changes
ARCON warned that ads using someone's image or voice without consent, including AI deepfakes, break the law. It also told parties and media houses that political ads need approval ahead of the 2027 elections.
The Advertising Offences Tribunal was inaugurated in Abuja to try advertising offences.
The Federal High Court voided ARCON's ₦60 billion fine against Facebook Nigeria.
Online businesses received ₦1 million notices for unapproved digital adverts.
ARCON told state signage agencies in Ondo and Enugu that they can't run their own advert vetting.
The Federal High Court confirmed that all advertising content, including influencer posts, must be vetted before it's published.
The current vetting fee schedule took effect.
ARCON approval FAQs
Do I need approval for posts on my own Instagram or TikTok page?
If the post advertises a product, service or offer to people in Nigeria, yes. ARCON's rules cover online and social media adverts, including a brand's own pages, not only paid ads.
Can I apply myself, without an agency?
The application form has to be signed by a registered advertising practitioner. Most businesses apply through an agency or practitioner. Small businesses can use the SME window with a SMEDAN or NASME attestation letter.
Does every version of my advert need its own approval?
Each advert concept is vetted. Fast-track fees are charged per concept. If you change the message, claims or visuals significantly, treat it as a new advert and check with ARCON.
Can I use a foreign model or a voice-over recorded abroad?
Not by default. ARCON banned foreign models and voice-overs in adverts aimed at Nigerians from 1 October 2022. You can apply for a variation with your reasons, and higher fees are reported for this.
Is there an online portal?
We couldn't find a public online portal. ARCON's vetting desk handles applications. Contact it at vetting@advertcouncil.gov.ng to confirm how to submit.
How far ahead should I apply?
Plan for about two weeks for standard vetting, more for TV adverts that need the script approved before filming. Build this into your campaign plan. See our Nigeria Campaign Calendar for planning dates.
Sources
- ARCON: Adverts vetting
- ARCON Act 2022 (PLAC copy)
- Mondaq: review of the 2023 Vetting Guidelines
- ALN: court ruling on influencers (2025)
- Nigeria CommunicationsWeek: ARCON on vetting fees
- ThisDay: ARCON and business owners (fee schedule)
- BusinessDay: foreign models ban
- Brand Times: digital ads enforcement
- Leadership: court voids ₦60bn Facebook fine
- Nairametrics: Advertising Offences Tribunal
- ThisDay: political ads warning
- BrandCom: AI-generated ad warning
- MarketingEdge: state signage agencies