ARCON approval for social media adverts: what Nigerian businesses should know
Nigeria's ad regulator, ARCON, says adverts — including social media and influencer ads — need approval before they run. What that means for your business in 2026.
Quick answer: ARCON, the Advertising Regulatory Council of Nigeria, regulates advertising under the ARCON Act 2022. Under a directive issued in May 2025, adverts — including paid social media ads and influencer posts that promote a product or service — need to be vetted and approved before they're shown. Reported vetting fees range from about ₦7,500 for a seven-day review to about ₦100,000 for a 24-hour fast track, and the guidelines set penalties from ₦500,000 for each party involved. Rules and fees change, so confirm the current position with ARCON before you run ads.
This is general information to help you plan, not legal advice.
For years, many businesses assumed advertising rules only applied to TV, radio and billboards. That's no longer a safe assumption. ARCON has made clear that digital adverts are covered too, and in 2026 it has been enforcing the rules online.
What ARCON is
ARCON is the federal body that regulates advertising, advertisers and advertising agencies in Nigeria. It was set up under the Advertising Regulatory Council of Nigeria Act 2022, which replaced the old APCON law. One of its main jobs is making sure adverts are vetted before the public sees them.
Which adverts need approval
The clearest cases are:
- Paid adverts and sponsored posts on Instagram, Facebook, TikTok, YouTube and similar platforms.
- Influencer and creator posts that promote a product or service in exchange for payment.
- Traditional adverts: TV, radio, print, billboards and flyers.
Everyday posts on your own page — a photo of new stock, say — are less clear-cut. If a post is really an advert, especially if you pay to boost it, treat it as one and check with ARCON.
Who is responsible
According to ARCON's vetting guidelines, the advertiser, the agency, the practitioner and the media platform can each be liable for an unapproved advert. In other words, "my designer made it" or "I only boosted it" isn't a defence.
How approval works
In broad terms, you submit the advert — the script or the finished video — for vetting, pay the fee, and receive an approval before the advert is shown. Reported timelines range from about 24 hours on a fast track to around seven days for a standard review. Check ARCON's website for the current process and fees.
What it can cost to get it wrong
The vetting guidelines set a minimum penalty of ₦500,000 for each party involved in an unapproved advert. In March 2026, BusinessDay reported that ARCON had begun fining businesses for posting online ads without approval, with fines of ₦1 million reported. That's many times the cost of getting approval.
Other rules worth knowing
- Nigerian models and voices. ARCON requires adverts made for the Nigerian market to use Nigerian models and voice-over artists, a rule in force since October 2022.
- Regulated products. Food, drinks, cosmetics, drugs and similar products may also need NAFDAC approval for their adverts. Finance, betting and some other sectors have their own regulators.
- Honest claims. Don't claim what you can't prove: "best in Nigeria", "100% original" or "cures" can all cause trouble.
A practical checklist
- Decide early whether the video will be used as a paid advert
- Build approval time into your launch plan — at least a week for a standard review
- Keep the script and final video ready for vetting
- Use only claims you can back up
- Use Nigerian talent and get consent from everyone featured
- Check whether NAFDAC or another regulator also needs to approve it
- Keep a record of your approval
How Boltreel helps
Our terms are clear that getting approvals before you publish is the advertiser's responsibility — but you don't have to do it alone. We'll give you the script and storyboard ARCON asks for, and we can prepare your vetting documents for ₦20,000 plus the official fees. Ask us when you send your brief.
Sources and further reading
QUESTIONS PEOPLE ASK
- Do Instagram and TikTok ads need ARCON approval?
- Paid and sponsored adverts that promote a product or service are covered by ARCON's vetting rules, including on social media. Confirm the current rules with ARCON for your case.
- How long does ARCON approval take?
- Reported timelines range from about 24 hours on a paid fast track to around seven days for a standard review.
- What happens if I run an advert without approval?
- ARCON's vetting guidelines set a minimum penalty of ₦500,000 for each party involved, and fines of ₦1 million were reported in 2026.
- Can Boltreel handle ARCON approval for me?
- Approval is the advertiser's responsibility, but Boltreel provides the script and storyboard ARCON asks for and can prepare your vetting documents for ₦20,000 plus the official fees.
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