Kwara Cracks Down on Unregulated Transit Advertising: A Necessary Move?

Kwara State is taking aim at the Wild West of advertising – those mini-buses (Korope) and tricycles (Keke Marwa) plastered with… well, who knows what. The Kwara State Signage and Advertisement Agency (KWASAA) is stepping in, citing concerns about misleading and potentially dangerous messaging. Scammers and vendors of dubious products are apparently using these mobile billboards to reach the public.

KWASAA’s Acting General, Toba Adeyeye, made it clear: the state government, led by Governor Abdulraham Abdulrazaq, prioritizes public safety. Unauthorized ads on these vehicles simply won’t fly. Businesses or individuals will now need to submit their proposed designs to KWASAA for approval before plastering them all over public transport.

This isn’t entirely unexpected. Having seen similar situations unfold in other regions, some regulation in the out-of-home (OOH) advertising space, particularly transit advertising, is often needed. It’s a matter of balancing freedom of expression with the protection of consumers.

The transport unions, NURTW, TOAN, and RTEAN, seem to be on board, pledging cooperation and promising to direct advertisers to KWASAA for authorization. That’s a good sign, but the real test will be in enforcement. Can KWASAA effectively monitor and police these mobile billboards spread across the state?

The Public Relations Officer of TOAN, Abdulganiyu Isiaka Agba, made a point about public awareness. Informing the public about these new rules is absolutely critical. Otherwise, you will have a lot of people unwittingly breaking the rules.

Here’s where it gets interesting. On the surface, this seems like a straightforward attempt to protect citizens. But let’s dig a little deeper. What’s the real motivation here? Is it purely about public safety, or is there also a revenue play at work? Regulating advertising inevitably creates opportunities for fees and permits. Is there a genuine issue of “dangerous messages,” or is the state seeking more control over the advertising landscape?

It’s worth noting that outdoor advertising, by its very nature, occupies public space. It’s understandable that governments feel they have a right to regulate it. They do so with billboards. Why not tricycles?

Another point to consider: how will this affect small businesses and entrepreneurs who rely on affordable transit advertising to reach their target audience? For many, these mobile ads are an accessible entry point into the advertising world. Will the new regulations create barriers for these businesses? Might it disproportionately affect smaller players who cannot afford the time and resources to navigate bureaucratic hurdles?

This presents a challenge. KWASAA needs to strike a balance between regulation and accessibility. The approval process must be transparent and efficient, ensuring that legitimate businesses are not unduly burdened. There has to be flexibility.

Furthermore, what constitutes a “misleading” or “dangerous” message? Clear and objective guidelines are essential to prevent arbitrary enforcement and protect freedom of speech. There is a fine line.

The promise of collaboration between KWASAA and the transport unions is encouraging. Yet, the success of this initiative hinges on consistent enforcement, clear communication, and a genuine commitment to supporting, rather than hindering, local businesses.

The news report mentions “global best practices” as the desired outcome. Let’s hope that Kwara learns from both the successes and failures of similar initiatives elsewhere. Blanket bans are usually not the answer. Nuance is needed.

Ultimately, this move by KWASAA highlights the growing importance of regulating the OOH advertising space. As cities become more congested and attention spans shrink, these mobile billboards become increasingly valuable – and increasingly prone to abuse. How Kwara navigates these tricky waters will be something to watch. It would be interesting to see if the state publishes some metrics around compliance.

I have worked on similar projects, and the most important component is a simple process that is easy to use. It also has to be easily adopted by the target market.

Here’s my take: Regulations are only as good as the enforcement. If it is weak, no one will follow the laws. Too many regulations will strangle innovation. The regulations should be balanced to encourage companies to advertise safely. Keep it simple. Make sure the process for approvals are easy to use.

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Keywords: Kwara advertising regulation, transit advertising Kwara, KWASAA, mobile billboards Kwara, outdoor advertising regulation, OOH advertising Kwara, Keke Marwa advertising, Korope advertising