In a move aimed at supporting national talent, Nigeria has banned all foreign models and voice-over artists in advertisements produced in the West African nation.

“All advertisements, advertising, and marketing communications materials targeted or exposed on the Nigerian advertising space are to use only Nigerian models and voice-over artists,” the Advertising Regulatory Council of Nigeria (ARCON) said in a statement released to the media. “Advertisers, advertisement agencies, media houses, advertising community and the general public are hereby enjoined to take note.”

While the Director General of ARCON says current campaigns and advertisements that feature non-native models and voice actors are permitted to run their full terms, the ban takes effect October 1.

ARCON says the move comes from the Nigerian Government’s aim of nurturing its own talent in Nigerian advertising. The government also wants to create more employment for young Nigerians and to bring economic expansion.

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According to Al Jazeera, an analysis conducted from 2017 to 2021 by PricewaterhouseCooper projected that Nigeria, which is Africa’s largest economy, will be the world’s fastest-growing revenue generator in the entertainment and media industry over the coming five years.

According to local media reports Nigeria’s President Muhammadu Buhari recently approved a bill granting ARCON the responsibility of promoting the talents of the country’s media professionals in the advertising, marketing, and communication services fields.