Idris Tasks Advert Industry on Ethical AI, Innovation, Consumer Trust
By Akeem Salau
The Minister of Information and National Orientation, Alhaji Mohammed Idris, has charged stakeholders in Nigeria’s advertising industry to harness emerging technologies, particularly artificial intelligence (AI), without compromising ethics, professionalism and human creativity.
Idris gave the charge on Thursday in Lagos while speaking through the Director-General of the Voice of Nigeria (VON), Mallam Jibrin Baba Ndace, at the 2026 Advertising Industry Colloquium organised by the Advertising Regulatory Council of Nigeria (ARCON).
The fourth edition of the annual colloquium, which brought together stakeholders from the advertising, media, creative and academic sectors, was themed: “The Future of Advertising: Roles of Platforms, People and Regulation.”
Ndace, who chaired the event, explained that the minister could not attend personally due to official engagements but conveyed his message to participants at the gathering.
Idris said the advertising industry had moved beyond the conventional promotion of products and services, stressing that it had become a powerful tool for shaping public opinion, stimulating economic growth, promoting national identity and supporting democratic participation.
He noted that the rapid advancement of artificial intelligence, digital platforms and other emerging technologies was transforming the way brands communicate and consumers interact with information.
According to him, the opportunities presented by technological innovation must, however, be matched with strong ethical standards, responsible regulation and professional accountability.
“The future of advertising is being shaped by technological innovation, particularly artificial intelligence and digital platforms, which are redefining how brands communicate, consumers engage with content and societies receive information,” he said.
The minister cautioned that although AI could generate content and improve efficiency, it could not replace human creativity, cultural understanding, emotional intelligence and professional judgment.
He therefore urged industry players to invest in human capital development, digital literacy and creative entrepreneurship, noting that Nigeria’s youthful population remained one of the country’s greatest competitive advantages.
Idris further reaffirmed the commitment of President Bola Ahmed Tinubu’s administration to strengthening the digital economy through reforms designed to create employment opportunities, attract investment and position Nigeria as a leading innovation hub in Africa.
The minister commended ARCON for its efforts to modernise the country’s advertising regulatory framework through sustained engagement with industry stakeholders.
He said transparent, predictable and effective regulation would not only protect consumers but also boost investor confidence and promote healthy competition within the advertising industry.
Earlier, the Director-General of ARCON, Dr. Olalekan Fadolapo, stressed the need for responsible innovation and effective regulation as technology continues to transform advertising, marketing communications and consumer behaviour.
Fadolapo said the future of the industry required stronger collaboration among regulators, practitioners, academics and other stakeholders.
He maintained that such collaboration was necessary to build a resilient and globally competitive advertising industry anchored on creativity, ethics, professionalism and consumer trust.
He expressed optimism that the deliberations at the colloquium would generate practical ideas and strengthen partnerships capable of driving further growth in Nigeria’s advertising sector.
Also speaking, Chairman of the Advertising Industry Colloquium and Journal Committee, Professor Rotimi Olatunji, said the theme of the 2026 edition reflected the evolution of discussions from the previous three editions.
Olatunji explained that the colloquium was designed to examine the growing convergence between digital platforms, human creativity and responsive regulation.
He stressed that as artificial intelligence and other emerging technologies continue to reshape marketing communications, stakeholders must ensure that innovation remains firmly rooted in professionalism, consumer trust and responsible regulation.
According to him, the colloquium provides a vital platform for scholars, practitioners, regulators and students to collectively examine the future of Nigeria’s advertising and marketing communications industry.
He added that sustained collaboration between academia and industry would be crucial to developing the skills, policies and innovative ideas required to make Nigeria’s advertising sector more competitive globally.