The Impact of Nigeria's 2022 Ban on Foreign Models in Advertising: A Catalyst for Cultural and Economic Transformation

Advertising shapes cultural narratives and public perceptions, a dynamic evident in Nigeria’s evolving media landscape. Historically, foreign models dominated Nigerian advertisements, promoting global beauty standards and marginalizing local talent. In August 2022, the Advertising Regulatory Council of Nigeria (ARCON) banned foreign models and voice-over artists, mandating the use of Nigerian professionals from October 1, 2022. This study examines the policy’s economic, cultural, and social impacts using Cultural Identity Theory, Economic Protectionism, and Representation Theory. A mixed-methods approach combining quantitative industry data, comparative analyses with India and South Africa, and thematic analysis of secondary sources reveals significant cost savings, job growth, and enhanced cultural pride, despite challenges like skill gaps and multinational resistance. The findings highlight the policy’s potential to redefine Nigeria’s creative economy. Recommendations include skill development programs, financial incentives, and adaptive governance to ensure global competitiveness while preserving local authenticity, offering insights for media policy in developing nations.