ARCON Investigates 9mobile Over Alleged ₦1 Billion Advertising Debt

ARCON is currently investigating 9mobile over alleged ₦1 billion advertising debt.

 

NewsOnline Nigeria reports that the Advertising Regulatory Council of Nigeria (ARCON) has launched an official investigation into 9mobile, following a petition alleging the telecom operator owes over ₦1 billion in unpaid advertising fees.

In a statement released on Friday, ARCON confirmed receiving formal complaints from several advertising agencies accusing Emerging Markets Telecommunications Services Limited, which trades as 9mobile of defaulting on payments for previously delivered campaigns.

According to the petition, 9mobile has continued to engage new advertising partners without settling longstanding debts with existing agencies, a move ARCON says could violate Nigeria’s advertising standards.

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“It was also alleged that while 9mobile refused to pay or resolve its indebtedness to the agencies, it has gone ahead to brief other agencies to continue its advertising and advertisement business with impunity,” the council noted.

ARCON described this alleged conduct as a potential breach of ethical and industry guidelines, warning that such practices may undermine trust within the advertising ecosystem and amount to economic sabotage.

The council further stated that the probe will investigate whether proper disengagement protocols were followed during the telecom operator’s transition from the owed agencies to new ones. It will also assess whether 9mobile’s actions breached the Advertising Industry Standard of Practice (AISOP), particularly regarding the 45-day credit policy.

“The debts in question reportedly affect not just the agencies, but also media houses and third-party suppliers, with severe impacts on operational cash flow across the sector,” ARCON said.

To ensure thorough accountability, ARCON announced plans to collaborate with anti-corruption bodies and other relevant government agencies during the course of its investigation.

The council reiterated that all advertisers in Nigeria , including 9mobile, a registered member of the Advertisers Association of Nigeria (ADVAN) are expected to adhere to industry regulations and fulfill contractual obligations.

As of the time of this report, 9mobile has not issued any public statement in response to the allegations. However, it’s worth recalling that on March 22, the company publicly dismissed rumors suggesting an impending shutdown of its Nigerian operations.