Assessment Of The Impact Of Arcon’s Regulations On The Effectiveness And Ethical Practices On Online Advertising Among Advertising Practitioners In Enugu State

Abstract

This study examined the regulatory impact of Advertising Regulatory Council of Nigeria on the effectiveness and ethical practices of online advertising among advertising practitioners in Enugu State In carrying out this study, survey research method was used. Population of the study comprises two distinct groups relevant to the study. The Advertising Practitioners in Enugu state and ARCON regulatory officials in Enugu State. which is 200. The census approach was adopted, allowing the researchers to examine every individual within the population rather than relying on a sampled subset. After the analysis, the results revealed that advertising practitioners in Enugu generally possess a fair level of awareness about ARCON's regulatory framework. The study also, confirmed that ARCON regulations have led to shifts in advertising strategies. Several challenges were identified as barriers to full compliance. These include the complexity of regulations, financial constraints, lack of access to updated regulatory information, and the perceived burden of compliance. The researchers recommended that the Advertising Regulatory Council of Nigeria (ARCON), should consider organizing regular workshops, webinars, and training sessions for advertising practitioners, particularly those operating at smaller scales or in more remote areas. Advertising Regulatory Council of Nigeria (ARCON), should recognize agencies that actively align their strategies with regulatory standards and ARCON should provide grants, subsidies, or partnerships with tech providers to ensure they have access to necessary compliance resources, like software for digital ad review or training on compliance technologies.