| Abstract: |
When advertising began in Nigeria, the field was seen as an all-comers affair. However, as the industry continued to grow, the need to regulate, consolidate on the gains and professionalize the industry to bring about greater responsibility became evident. Con¬sequently, the Advertising Practitioners Council of Nigeria (APCON) was instutionalised through Decree No. 55 of 1988 and charged with the responsibilities of among others, regulating advertising practice in Nigeria in all its ramifications. This work appraises the strengths and weaknesses of APCON so far in discharging these responsibilities. The work was approached from the analytical perspective. The study notes that a regulated advertising environment puts the practitioner in a better pedestal to prove his professional worth, through the provision of efficient, qualitative and first class service to clients andthe society. Also APCON may not have performed to optimum expectations, nevertheless, what is needed is a collective responsibility and committed resolution of both the practitioners and the public to work together with the regulatory agency towards improving advertising services to the society. |
