ARCON to sanction Peak Milk, others over provocative Easter adverts

The Advertising Regulatory Council of Nigeria has said it would punish FrieslandCampina WAMCO, producers of Peak Milk, as well as other unnamed offenders over what it considers “exposure of incendiary and provocative Easter advertisements.”

According to a statement signed by ARCON’s Director-General, and made available to The PUNCH, the council noted with concern, the series of advertisements exposed during the recent Easter celebration by advertisers, media owners (traditional and online) and advertising agencies.

ARCON said the advertisements were not only provocative, insensitive, offensive, incendiary but were also not submitted nor vetted by the Advertising Standards Panel in accordance with the provisions of section 53(1] of the Advertising Regulatory Council of Nigeria Act No.23 of 2022.

According to the statement, a number of advertisements were observed during the Easter Celebration by the Council to be unpleasant, and demeaning to the Christian faith.

The Council said it would take necessary actions to ensure that the rights, sensitivities and religious beliefs of any sect, or group of people are not ridiculed, disparaged, or exploited for commercial gains or otherwise.

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“Advertisers, advertisement agencies and media owners are strongly advised to desist from exposing any form of advertisement without obtaining the prior approval of the Standards Panel. Violators will be sanctioned in accordance with the law,” the statement partly read.