Perception of Apcon Regulation Among the Advertising Practitioner in Jos Plateau State

ABSTRACTThe advertising industry plays a crucial role in shaping consumer behavior and promoting products and services. To ensure ethical practices and maintain standards, regulatory bodies like Advertising Practitioners Council of Nigeria (APCON), is the body that regulates all things advertising in Nigeria. This includes determining who can be an advertising practitioner, conducting professional exams, and controlling how ads should be made. Some practitioners view APCON’s regulations as essential for maintaining industry integrity and protecting consumers from misleading advertisements. These regulations contribute to professionalism, fair competition, and adherence to ethical standards. The Advertising Practitioners Council of Nigeria (APCON) plays a crucial role in regulating advertising practices in the country. Established to ensure ethical standards, fairness, and consumer protection, APCON’s regulatory efforts have had a significant impact on Nigerian society. APCON’s regulations have enhanced consumer protection by ensuring that advertisements provide accurate and reliable information. The objectives of the study are to examine how advertising practitioners in Jos, Plateau State, perceive the efficacy and applicability of APCON's regulatory framework. To determine the extent advertising practitioners in Jos Plateau State believe that APCON regulations contribute to consumer protection and safety. This study is anchored on the theory of reasoned action (TRA or ToRA) which aims to explain the relationship between attitudes and behaviors within human action. The study adopted the survey research design, the questionnaire were administered to 109 respondents. The Probability Sampling technique, specifically cluster sampling was used as sampling technique. The quantitative method of data collection was used, where the study will use the questionnaire as an instrument of data collection. The findings reveal that 37% strongly agreed that APCON's regulations contribute to maintaining the integrity and credibility of the advertising industry in Nigeria; 77% of the respondents were of the view that APCON's regulatory framework addresses the specific needs and concerns of advertising practitioners in Jos, Plateau State. 70% agreed that APCON's regulatory framework flexible enough to accommodate the diverse nature of advertising campaigns and platforms. In conclusion, the Advertising Practitioner Council of Nigeria (APCON) plays an important role in regulating the advertising industry in Nigeria. While there may be varying perceptions and assessments of the council's regulations among different stakeholders, it is important to recognize the need for ethical and professional standards in the industry. The study recommends that APCON should actively communicate its decision-making processes and rationale behind regulations to the public and practitioners, reinforcing the transparent nature of its actions.