Information minister Mohammed Idris says President Bola Tinubu’s government is committed to promoting policies that protect consumers and businesses.

Mr Idris said this at the 2024 National Advertising Conference on Friday in Abuja.

According to the minister, advertising has long been a driver of economic growth, a connector of brands and people, and a storyteller for our society’s aspirations.

He said the industry was evolving unprecedentedly, adding that technology, the rise of new business models, and shifts in cultural norms are reshaping how we engage, persuade, and inspire audiences.

Mr Idris said the new era of advertising called for adaptability, creativity, and a clear-eyed view of the opportunities and challenges ahead. 

He further said that digitalisation had revolutionised advertising, allowing for personalisation, real-time engagement, and greater accountability through analytics.

Mr Idris said the advertising industry must embrace these shifts and
celebrate culture in all its diversity while setting standards for responsible communication.

The minister expressed the government’s commitment to supporting a regulatory framework that encourages innovation, protects intellectual property, and provides an enabling environment for all players in this sector.

ARCON’s director-general, Olalekan Fadolapo, said using this generation’s traditional business model did not provide the needed results, stating that technology had taken the conversation to a high level, adding that we are now better equipped to face challenges and ensure that our business procedures are productive.

(NAN)