KEHINDE AKINPELU ILORIN 

Communication experts and key stakeholders in the advertising industry on Thursday enjoined all political parties and public office seekers in Kwara State to conduct their political campaigns within the limit of laid down rules of the advertising agencies, ahead of the 2027 general elections.

 Speaking in Ilorin at a One-day Stakeholders Engagement on Political Advertising and Campaign Communications in Kwara State,

Commissioner for Communications, Hon Bolanle Olukoju, stressed the need for all actors in the advertising industry to adhere strictly to laid down regulations. 

The programme was organized by the State Signage and Advertisement Agency (KWASSA) and Advertising Regulatory Council of Nigeria (ARCON), and was attended by dignitaries that cut across political parties, media organizations, advertising agencies, community organizations, civil society groups, and traditional rulers.

Olukoju, while explaining the danger in disinformation and defamation, said though it is legitimate for political communicators or advertising practitioners to persuade the public but they must ensure that it is neither capable of maligning nor inciting violence.

She urged political communicators to always draw a line between an honest argument and deliberate deception, and between competitive politics and incitement, while making their legitimate conversations.

“As we move toward another election cycle, the information environment is going to get complicated. Political messages will flood every platform. Social media will carry a mixture of facts, half-truths, and motivated opinions, and if we are not careful it will lead to deliberate disinformation,” she said. 

“People will find it harder in that situation to know what to trust. Therefore, peace is threatened. We don’t want that to happen. So, every single person in this room carries a responsibility to make the electoral activities rancor free.”

She hailed General Manager of KWASAA, Mr Toba Adeyeye and his team for a purposeful leadership, foresight, and their dedication to enlightening the public and promoting regulated political communications. 

Adeyeye, in his remarks, said unregulated political advertising distorts the electoral environment, undermines public safety, disfigures the beauty of the state, and, at its worst, threatens the peace we all cherish.

He said all political candidates have every right to reach the electorate, to state their case, or seek a mandate, but the manner in which they often carry this out is concerning – a reason why they engaged the key players.

The General Manager said the agency is not, and will never be an instrument of any political party, any candidate, or any interest in the cause of discharge their duties, asking all political parties to feel free to seek their services.

“Too often, campaign seasons bring about indiscriminate mounting of billboards and banners without permits, defacement of public and private property, erection of structures that obstruct motorists and endanger pedestrians, abandonment of campaign materials long after elections have ended, and, more troublingly, advertising content that is unverified, inflammatory, defamatory, or designed to inflame ethnic and religious sentiment. This is where the mandate of KWASAA and ARCON converge to regulate all forms of outdoor advertising and signage across Kwara State,” he said.

“KWASAA is a regulator, and a regulator must be blind to party, to tribe, to religion, and to personality. Our doors are open equally to the ruling party and to the opposition. Every party that approaches us will be treated with the same fairness, held to the same standards, and offered the same service. 

“We are here to serve the interest of all Kwarans, without bias, without favour, and without discrimination. Let no one who competes lawfully ever have cause to feel that this office worked against them.”

He, however, announced the agency’s new campaign permit fees for various political candidates that range between two millions and 100 million naira, asking affected individuals or parties to visit their office for details.

“The permits cover the deployment of campaign materials and activities including posters, public address systems, branded vehicles, banners, fliers, buntings, T-shirts, caps, street storms, campaign booths, rallies, and other related promotional materials within approved locations across the relevant electoral areas in the state,” Adeyeye added.

Director General, Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, for his part, urged political actors to moderate their political campaign in a manner that will not threaten peace, noting that communication is a national security issue.

“Communication is a national security issue. Terrain is usually tough in political era. Kindly moderate political campaigns. On behalf of KWASAA, ARCON, BON and all other key stakeholders, we are making an appeal to everyone to play by the rules,” Fadolapo said.

The event also featured a panel discussion where emphasis was made on the need for campaign communications to go in line with advertising regulations, and for the advertising agencies to synergize with security agents during enforcement exercises. 

Mr Charles Odenigbo, an advertising expert, who keynoted the session, spoke extensively on the concept of advertisement, its guiding rules and penalties when there are infractions.

He said, according to the Article 76 to 79 of the ARCON Act 2022, political advertising is expected to be issue-oriented and devoid of abusive statements or references.

Citing section 101 of the Electoral Act 2026, Odenigbo said political campaigns must not be rooted in religious, tribal, or sectional sentiments, declaring that any candidate or person or association found wanting is liable to a fine of 3 million to 5 million, or imprisonment for up to 12 months or both.

“To ARCON, INEC, NBC and other regulators, history will judge you not merely by the laws enacted, but by the fairness, courage and consistency with which they were enforced. The Police and security agencies should not be partisan,” he said.

“To advertising agencies, practitioners and the media, your professional duties extend beyond satisfying your clients. They include safeguarding the ethical standards of the professions and protecting the public interest.

“Federal and state governments should refrain from using state administrative resources for political campaigning.”

Alhaji Olufadi, a former General Manager of KWASAA, advised the advertising agencies at the federal and state levels need to collaborate to avert cases of unlawfully uprooting campaign billboards or undue conflict of interests among political actors.

Other participants included Executive Secretary, Broadcasting Organization of Nigeria (BON), Dr Yemisi Bangbose; General Manager, Kwara State Environmental Protection Agency (KWEPA), Jide Aina; representative of the Independent National Electoral Commission (INEC); representative of Ilorin Emirate Descendants Progression Union (IEDPU), Shuaib Dagbo; and Chairman, Nigeria Union of Journalists (NUJ), Abdullateef ‘Lanre Ahmed; PDP Governorship candidate, Engr Kale Kawu represented by Alhaji Abdulwahab Oba; Chairman, Kwara State Internal Revenue Service (KWIRS), Mrs Shade Omoniyi, represented by Mr Omotayo Ayinla; representative of Balogun Gambari of Ilorin, Alhaji Muhammad Zhubair; and Kwara South Senatorial candidate for PDP, Sen. Saliu Mustapha who was represented by his aide, lawyer Abdulkareem; among other candidates.