Nigeria’s advertising watchdog has launched a formal investigation into 9mobile over N1 billion debt related to unpaid advertising services, following petitions from industry stakeholders.
According to a statement issued on Friday, May 30, by the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Olalekan Fadolapo, the inquiry stems from complaints filed by members of the Advertisers Association of Nigeria (ADVAN) against Emerging Markets Telecommunications Services Limited, the operator of 9mobile.
ARCON stated that despite outstanding payments owed to multiple advertising agencies, 9mobile has continued to engage new agencies for fresh campaigns, prompting the regulatory body to step in.
“It was also stated that while 9mobile refused to pay or resolve its indebtedness to the agencies, it has gone ahead to brief other agencies to continue its advertising and advertisement business with impunity.The agencies owed are left in limbo,” ARCON said.
ARCON announced it will scrutinize the transfer of 9mobile’s advertising account to new agencies to assess whether proper disengagement procedures were followed and to identify any potential ethical violations.
The council emphasized that unpaid advertising debts often affect not only the agencies but also media outlets and third-party vendors, leading to severe cash flow challenges across the industry.
Labeling the matter as a form of economic sabotage, ARCON said it plans to collaborate with anti-corruption agencies and other relevant government institutions to conduct a comprehensive investigation and recover outstanding payments.
The regulator reiterated that the industry’s standard payment window remains 45 days and warned that it will pursue all necessary measures to curb unethical practices, enforce financial responsibility, and uphold the intellectual property rights of service providers
