Intercontinental Marketing & Communication Consortium Limited has apologised to the Advertising Standard Panel, Advertising Regulatory Council of Nigeria, over the usage of an unapproved advert billboard tagged, ‘All Eyes On the Judiciary’.

The company responded to the letter of violation received by the company from ARCON through its Managing Director, Stephen Ogboko.

Ogboko stated, “We sincerely apologise for this and state that our action was not intentional. The truth is that immediately after we received the brief for the said campaign, we sent the artwork to Markus Inji Lukman, an ARCON liaison officer who has helped us vet campaign materials in the past. Lukman assured us that the material would be approved, as he had seen a similar one.”

The company apologised for causing any inconvenience, adding that it would never do anything to threaten or cause disrepute to the country’s judiciary.

Reacting to the development, the ARCON Director-General, Olalekan Fadolapo, stated that despite the apology, the company would face the tribunal.

He said, “They’ll be appearing before the Advertising Offences Tribunal and need to explain their position because it is very unfortunate. Verbal or communication of approval through verbal means or text messages doesn’t constitute approval. They are professionals; they are sworn to the advertising oath to protect the integrity of the profession. So, coming out to say that somebody within the system orally or verbally gave them approval is not acceptable. The damage is done already and they will be appearing before the tribunal.”

Fadolapo said the official who gave the purported verbal approval had been queried, adding that a committee was also looking into the process that led to such permission.

Punch