The Association of Advertising Agencies of Nigeria (AAAN) is not happy with the smear campaigns by political parties and shadow interest groups across various media channels.
The activities of political parties disregard the advertising code and ethics of the Advertising Practitioners Council of Nigeria (APCON).
One major concern is that most political advertisements, which are published without the vetting and approval of the Advertising Standards Panel (ASP) of APCON, emanate from AAAN agencies.
AAAN President, Kelechi Nwosu, expressed unease that “the professional values of advertising practice and indeed public sensibilities, as well as the very stability of the polity have been severely undermined by the continued character assassinations, wanton abuses, unrestrained attacks, threats and counter threats that have become the bane of the political communication build up to the elections.”
He said as a non-partisan but patriotic association committed to the promotion and consolidation of democratic ideals, the AAAN wants political parties, candidates, interest groups, traditional and religious leaders to temper their campaign messages and public utterances with decorum.
“We would all become losers if the continued improper politicking and unbridled bloodlust for power overheat the system and tilt the polity into chaos and anarchy.
“Then there would be no political prize to be won, only reversals and crises that would seek to prise us apart as a nation and plunge our generation and possibly those to come into a dark age.
“These are trying times for our dear nation which demand a high level of maturity, tact, and discipline from everyone.”
Nwosu cautioned advertising agencies that handle these briefs to be professional and advice their clients to adhere to international best practices so that the larger society would not see the industry as unprofessional and incapable of acting as consultants.
“We would also urge media houses and the relevant regulatory bodies that have a role to play in moderating and channeling political campaigns and public discourse to institute stronger editorial controls that give ultimate priority to the public good and national interest.
“Extreme caution must be applied so as not to ignite the polity, especially now that we’re a few weeks away from the elections.”
He reiterated that elections will come and go but Nigeria and Nigerians will remain one, and urged people to keep it that way by shunning violent and improper rhetoric, and by comporting themselves as Nigerians first, and political gladiators second, during and after the election.