Tinubu’s policies will deliver sustained results – FG
The federal government has declared that President Bola Tinubu’s policies “are designed to deliver sustained results in the lives and livelihoods of tens of millions of expectant Nigerians.”
The Minister of Information and National Orientation, Alhaji Mohammed Idris, made this known in an address at the National Advertising Conference which commenced yesterday in Abuja.
He was represented by the Director General of the National Orientation Agency (NOA), Mallam Lanre Issa-Onilu. Idris also cautioned advertisers and content creators to be mindful of data privacy and cybersecurity concerns.
The conference, themed “Navigating the Shifts: Technology, Culture and New Business Models,” highlighted various government programmes including the Presidential Loans and Grants Scheme, the Consumer Credit Corporation Initiative, the Renewed Hope Housing and Estates Initiative, and the Renewed Hope Infrastructure Development Fund. These initiatives, he noted, aim to deliver expected outcomes.
“Our administration has also prioritised the development of roads, railways, and port upgrades to unlock economic opportunities across all regions of the country.
These infrastructure projects will not only create immediate employment opportunities but will also reduce the cost of doing business, enhancing Nigeria’s attractiveness as an investment destination,” Idris said.
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He urged advertisers to support and promote the government’s reforms by using their platforms to amplify the administration’s vision for a more prosperous and stable Nigeria.
“Through creative and strategic messaging, advertisers have the power to not only reach audiences but to instill confidence in the progress being made,” he added.
The minister emphasised that “digitalisation has transformed advertising, enabling personalised, real-time engagement and greater accountability through analytics.” However, he warned that advertisers must “remain vigilant about issues such as data privacy, cybersecurity, and the spread of misinformation and fake news.”
“Technology is a powerful tool, but it comes with ethical responsibilities. As a government, we are committed to promoting policies that protect consumers and businesses, thereby fostering a digital ecosystem rooted in trust, transparency, and accountability,” Idris remarked.
He highlighted how advertising, a long-standing driver of economic growth and a connector of brands and people, serves as a storyteller for society’s aspirations. Citing research by PricewaterhouseCoopers (PWC), he noted that the Nigerian advertising industry would be valued at N605 billion in 2023, with every N1 spent generating a multiplier effect of N16.5.
Idris stressed the need for sensitivity in advertising, stating, “The Nigerian audience is young, dynamic, and highly discerning. They demand representation, authenticity, and social responsibility from brands they support. Our industry must reflect this shift, celebrating our cultural diversity while maintaining responsible communication standards.”
He further urged advertisers to recognise the influence of local content in shaping Nigeria’s narrative, calling on them to champion cultural heritage in their campaigns.
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