Tinubu’s Reforms Position Advertising, Creative Industries for Growth, Job Creation — Idris
By Tracy Uzoigwe
The Federal Government has identified Nigeria’s advertising and creative industries as strategic drivers of economic growth, job creation and innovation under President Bola Ahmed Tinubu’s administration.
The Minister of Information and National Orientation, Mohammed Idris, stated this on Thursday at the 4th Advertising Industry Colloquium (AIC 4.0), organised by the Advertising Regulatory Council of Nigeria (ARCON) in Lagos.
Idris, who was represented at the event by the Director-General of the Voice of Nigeria (VON), Jibrin Baba Ndace, said the administration was implementing reforms aimed at building a competitive digital economy capable of creating jobs, attracting investments and positioning Nigeria as a leading innovation hub in Africa.
“The Federal Government, under the leadership of President Bola Ahmed Tinubu, recognises the strategic importance of Nigeria’s creative and advertising ecosystem to national development,” the Minister said.
He noted that Nigeria’s expanding digital economy, supported by more than 170 million active telecommunications subscriptions and ongoing broadband infrastructure projects, was creating new opportunities for advertisers, content creators and digital entrepreneurs.
According to him, advertising has evolved beyond the traditional promotion of products and services, becoming an important force in shaping culture, stimulating economic activity, supporting businesses and contributing to national development.
Regulation Must Support Innovation
The Minister stressed the need for a balanced regulatory framework that encourages innovation while protecting consumers, intellectual property and professional standards.
He said the rapid growth of digital platforms and the increasing use of Artificial Intelligence were creating new opportunities for the industry, but also required responsible governance.
“Effective regulation is not an obstacle to growth; it is the foundation for sustainable development. A transparent and forward-looking regulatory framework builds investor confidence, protects consumers and promotes fair competition,” Idris said.
He urged advertising professionals, content creators and other industry stakeholders to embrace emerging technologies while maintaining creativity, ethics and respect for intellectual property.
Idris assured stakeholders that the Federal Government would continue to collaborate with ARCON and other relevant players to strengthen the advertising and creative ecosystem.
He said the goal was to position Nigeria as Africa’s leading hub for responsible advertising, creative excellence and digital innovation.
The Minister’s remarks come amid growing global recognition of the creative economy as a major source of employment, investment and economic diversification, particularly in developing economies such as Nigeria.
The Advertising Industry Colloquium brought together key stakeholders in Nigeria’s advertising and creative ecosystem to deliberate on emerging trends, regulatory issues, technology and the future of the industry.
