The Ban on Foreign models is regressive and defeatist

 Come October 1, 2022 all new Nigerian adverts would only do with Nigerian models and voice over artistes.

On the one hand, this is intended to give jobs to Nigerians. On the other

hand, it puts Nigerians in the diaspora on tenterhooks.

At the moment, what prevails is high tariff or payments on the use of foreign models. It puts pressure on cost of doing business but it improves Government revenue and promotes competition between the local and foreign models, while at the same time giving businesses a choice in the matter.

As a means of tackling unemployment and reducing inflation by reducing cost in terms of not hiring costly foreign models, this policy has a merit.

The flip side is that Nigeria cannot afford in this time and age to be seen as fighting against competition instead of promoting it.

When Nigerians adorn the cover of International magazines, we applaud them but now we do not want other nationals on the cover of our products.

We should know that International Diplomacy is based on reciprocity. Our nationals may start suffering the same fate abroad.

We may not know it but now businesses would be put at the mercy of local models who may not see the need to up their game thereby putting the local producers in tight corners.

However, the fact that there is unemployment could still play in the favour of the local producers.

Another merit of the policy is that International brands would be forced to train local talents to meet International standards. But who wants to be local forever?

I Know Government likes to fly a kite. The present practice of charging companies who prefer foreign models may be inflationary but outright ban is a step in the wrong direction.

Government could ban total use of foreign models and insist on infusion of a percentage of local content.

Banning foreign content entirely makes the Nigerian advertisement space local. The world is a global village. The tariff on the use of foreign models should be used to up the game of the local models and put them on the International scene.

I will not be surprised if a dichotomy emerges among the models whereby those with International experience would be insisting on being paid as foreign models and those without international experience collecting lower fees.

It is part of the tragedy of our decadent development that we sent colonialists away and started behaving like them.

The Government can still tinker with the incoming regulation.