The Advertising Regulatory Council of Nigeria (ARCON) has announced plans to sanction Jols Medix Nigeria Limited for running several unapproved advertisements, including one for a product it claims can make smoking healthy.
In a statement issued on December 23, 2024, ARCON revealed that the company had promoted its “Lung Detox Tea” through social media, making unsubstantiated claims that it could make smoking healthy. This claim has raised serious concerns about the potential for misleading consumers, especially those vulnerable to false health promises.
The statement, signed by ARCON’s Director General, Dr. Olalekan Fadolapo, emphasised that the company had failed to submit the advertisement for vetting, a crucial process that ensures ads comply with the Nigerian Code of Advertising. This code is enforced by the Advertising Standards Panel (ASP), which is responsible for reviewing all advertisements to ensure they are truthful and do not mislead the public.
“This advertisement, along with others, was never submitted to the Advertising Standards Panel (ASP) for approval. The claims made about the Lung Detox Tea, and other products, could mislead consumers, particularly those seeking health-related solutions,” Dr. Fadolapo said in the statement.
ARCON’s investigation revealed that the Lung Detox Tea advertisement was not the only questionable campaign launched by Jols Medix. The company has also promoted other products with unproven claims through its social media platforms, particularly Instagram, which is owned by Meta Inc. and operated in Nigeria by Facebook Nigeria Operations Limited.
The advertisements in question include slogans like “Bye-bye to Ulcer Pains” for the EU Tea, “With Lungfax, Smoking is Healthy,” and “With Lungitax, It’s a Happy Smoker & Healthy Lungs.” Other unapproved products highlighted in the ads included “100%Nacking Energy Activated” and claims to boost libido.
ARCON is now taking action against the company, citing its failure to adhere to regulations set forth under the Advertising Regulatory Council of Nigeria Act No. 23 of 2022. Section 53 of the Act requires all advertisements to be submitted for vetting by the Advertising Standards Panel before being published or broadcasted. This ensures that advertisements are accurate, substantiated by scientific evidence, and do not present risks to the health and safety of the public.
“The Advertising Regulatory Council will not allow companies to promote false or misleading health claims. The regulation of advertisements in Nigeria is key to protecting consumers, and we will take all necessary steps to ensure compliance with the law,” Dr. Fadolapo added.
Jols Medix’s actions have sparked concern among both consumers and health experts. Many people turn to social media for health advice, and misleading advertisements can lead to serious health risks. Claims that products like “Lung Detox Tea” can make smoking healthier or that they can cure ulcers without proper scientific backing could harm vulnerable individuals who believe these false promises.
The public outcry has led to calls for stricter enforcement of advertising laws, particularly for health-related products. Experts warn that the proliferation of such ads, especially on platforms like Instagram, is becoming an increasing problem.
Health advocates have expressed concerns over the potential for people to be swayed by these unsubstantiated claims. “People need to be aware that not all products advertised online are safe or effective,” said Dr. Chinyere Okechukwu, a leading public health expert. “Health products should undergo rigorous testing and approval by regulatory bodies before they are marketed to the public. Misleading advertisements like these could cause harm, especially to individuals who may be looking for quick fixes to serious health conditions.”
Jols Medix, on the other hand, has yet to issue a public response to the investigation. The company’s failure to submit its advertisements for approval and its promotion of products with questionable claims may have serious legal and financial consequences if ARCON follows through with sanctions.
ARCON’s move underscores the growing importance of regulating the advertising industry in Nigeria, especially in the context of health and wellness products. As social media continues to grow as a platform for advertising, it is crucial for both consumers and companies to adhere to guidelines that ensure accuracy and safety in advertising.
In recent years, there have been increased efforts by ARCON to enforce stricter rules regarding advertising practices, particularly those targeting vulnerable groups with misleading health claims. The council’s efforts to crack down on false advertising aim to foster a more responsible advertising industry that puts consumer safety first.
“We urge companies to understand that advertising is not just about promoting products; it’s about ensuring that the information they share with the public is accurate and safe,” Dr. Fadolapo concluded.
