Advertising in Nigeria may take on a new look and sound starting next month at least, as what the society hopes. Nigeria plans to restrict the use of foreign models and voiceover artists in advertising beginning on October 1, 2022, in what is thought to be a first-of-its-kind rule. According to the Advertising Regulatory Council of Nigeria, the prohibition intends to strengthen the country’s talent pool in the advertising business and make its growth more inclusive.

On the other hand, foreign media have interpreted Nigeria’s restriction on hiring foreign models as a ban against white people and foreign accents and an attempt to break free of colonialism. The council stated that all advertisements, advertising, and marketing communication materials targeted or promoted on Nigerian advertising platforms must use only Nigerian models and voiceover artists.

For this reason, Real Research launched a survey on Nigeria’s ban on foreign models. Here are the results. The survey aims to seek public opinion on this ban on foreign models. The survey also seeks to determine the reception and reaction to this ban from international media. Here are the results.


  • 53.9% were aware of Nigeria’s ban on foreign models for media, commercials, and ads.
  • 23.29% feel Nigerian audiences prefer foreign models in media and ads since they tend to capture more attention
  • 19.23% think other foreign countries will follow and ban Nigerian artists and models from working.

Nigerian Government Policy to Ban Foreign Models

The survey starts by asking respondents about their awareness of Nigeria’s ban on foreign models for media, commercials, and ads. 53.9% replied they were well aware, 23.88% heard about it but did not know the details, whereas 22.22% answered otherwise.

Figure 1: Nigerian government policy to ban foreign models

Accordingly, the survey asks how will this Nigerian government policy affect the country. The majority of 37.85% said it would promote local talent, and 13.76% think it will expand economic growth. 11.84% feel the policy will develop the Nigerian Advertising industry, and 11.22% think it will build more opportunities and create more jobs for locals.

In comparison, 9.22% believe there will be a sudden surge in unemployment for non-native Nigerian residents. Meanwhile, 8.12% think it will expose fresh new talents; similarly, 7.15% will be able to form a new sense of pride in merging with fresh talent.

Read Also: 34% Say It Is Easy for Transgender Models To Succeed in the Fashion Industry

Nigeria’s Restriction on Hiring Foreign Models

Figure 2: Nigeria’s restriction on hiring foreign models

Nigeria’s ban on foreign models survey asks respondents why they think the Nigerian audience prefers watching foreign models in media and advertisements. To this, all 39.43% said to learn various accents, and 23.29% believe foreign and prominent personalities tend to capture attention. Meanwhile, 21.7% think it will help make the product stand out more, and 14.71% feel foreign models have persuasive personalities.

Also Read: Over 50% Say Digital Fashion Is Costly

Public Verdict on Nigeria’s Ban on Foreign Models

The survey reveals that 40.65% of respondents support the Nigerian government’s decision to ban foreign models from working in their media. Other 23% also partially support this decision, whereas 18.69% of respondents opposed it.

Figure 3: Public verdict on Nigeria’s ban on foreign models

Lastly, the survey asks respondents how other foreign countries will react to this new policy in Nigeria. In response, 37.42% appreciated Nigeria’s bold steps in improving the industry, whereas 19.23% thought other foreign countries would follow and ban Nigerian artists and models from working. Furthermore, 15% think foreign markets will be offended, and 11.97% feel foreign markets will be indifferent to the ban.


Survey TitleSurvey on Nigeria’s Ban on Foreign Models
DurationSeptember 20 – September 27, 2022
Number of Participants30,000
DemographicsMales and females, aged 21 to 99
Participating Countries Afghanistan, Algeria, Angola, Argentina, Armenia, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus, Benin, Bolivia, Brazil, Brunei, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong Kong) China (Macao), China (Taiwan), Colombia, Costa Rica, Croatia, Czech Republic, Ecuador, Egypt, El Salvador, Ethiopia, Finland, France, Gambia, Georgia, Germany, Ghana, Greece, Greanada, Guatemala, Honduras, Hungary, India, Indonesia, Iraq, Ireland, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Latvia, Lebanon, Libya, Lithuania, Malaysia, Maldives, Maluritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia, Nepal, Nicaragua, Nigeria, Oman, Pakistan, Palestine, Panama, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Serbia, Sierra Leone, Singapore, Slovakia, South Africa, South Korea, Spain, Sri Lanka, Tanzania, Thailand, Togo, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zimbabwe.