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In a bold move to redefine outdoor advertising regulations, the Kwara State Government has announced the immediate revocation of all 2024 Signage and Billboard Licenses across the state. This decision, disclosed in a statement by Ibrahim Garba, Secretary of the Task Force Committee on Illegal Billboards and Signage, signals a significant shift in the state’s approach to urban aesthetics and business compliance.
The government’s directive is part of a broader Urban Renewal Programme under Governor AbdulRahman AbdulRazaq’s administration, aimed at transforming Kwara into a modern, visually appealing state.
“The revocation is necessary to facilitate the removal of all unauthorised and improperly erected billboards, posters, and light pole banners across Ilorin metropolis and other urban centres,” Garba stated.
What This Means for Businesses
This sudden policy shift has sent ripples through the advertising and business sectors, as companies that rely on outdoor media for visibility now face uncertainty over compliance and potential cost adjustments.
While billboard owners and advertisers await the release of the new regulatory framework, the government has suspended all new registrations and renewals of signage and billboard licenses until further notice.
Garba also warned that non-compliant structures would be targeted in an enforcement drive starting March 17, urging owners of unidentified billboards to remove them immediately.
The Bigger Picture: Outdoor Advertising in Nigeria
Kwara’s decision comes amid a shifting advertising landscape in Nigeria, where out-of-home (OOH) advertising remains a key player despite the rise of digital marketing.
- Nigeria’s media and entertainment sector is projected to grow at a CAGR of 8.6% between 2023 and 2028, outpacing markets like South Africa and Kenya, according to PwC’s Africa Entertainment and Media Outlook.
- OOH advertising—which includes billboards and digital signage—is expected to see a 1.7% annual growth, reaching $95 million by 2028.
- The market grew from $87 million in 2023 to $91 million in 2024, with urbanization and high-visibility commercial advertising driving demand.
Despite these figures, advertising spending in Nigeria saw a slight decline in 2023, reflecting economic uncertainty and changing business strategies. Companies are balancing cost-cutting measures with the need to maintain brand visibility.
Looking Ahead: A New Advertising Era for Kwara?
The revocation of billboard licenses could be a game-changer for advertisers in Kwara State, as businesses brace for potential higher costs, stricter regulations, and modernized infrastructure.
While the government promises a structured framework, stakeholders will be watching closely to see how licensing fees, location approvals, and compliance policies evolve.
For now, the message is clear: billboard advertisers in Kwara must adapt—or risk getting wiped out of the landscape.
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