Nigeria’s telecommunications firm 9mobile is under increasing regulatory scrutiny as the Advertising Regulatory Council of Nigeria (ARCON) inquires about an alleged debt of over $2 million to advertising agencies.
The investigation follows a formal petition by industry stakeholders accusing 9mobile — officially registered as Emerging Markets Telecommunications Services Limited — of defaulting on payments for previously commissioned advertising services. The petition further alleges that the company has continued to contract new agencies despite unresolved financial commitments to others.
Once among Nigeria’s leading mobile network operators, 9mobile has experienced a dramatic erosion in its customer base, shrinking from 23.4 million subscribers in 2015 to just under 3 million by early 2025.
In a press release over the weekend, ARCON confirmed receipt of the petition and noted that the conduct described could breach provisions within the Nigerian Code of Advertising Practice. The Council warned that such actions could destabilise broader industry operations if substantiated.
“It has been alleged that 9mobile has opted to bypass outstanding obligations to previous service providers whilst concurrently engaging new agencies to manage its marketing efforts. Such conduct, if accurate, reflects a disregard for established contractual norms,” ARCON stated.
The regulator has pledged to examine whether 9mobile adhered to proper disengagement protocols when shifting from the aggrieved agencies to others. Particular attention will be paid to whether the company acted in line with ethical standards and regulatory expectations.
Beyond the advertising agencies directly involved, ARCON emphasised the wider implications for media outlets and third-party vendors affected by delayed or unpaid invoices — often experiencing knock-on effects regarding cash flow, workforce management, and operational stability.
ARCON has further signalled its intent to work closely with anti-corruption authorities and other government institutions to ensure the matter is fully investigated and resolved. The Council also clarified that, if proven, such practices could be construed as undermining the country’s economic stability.
Reiterating its enforcement stance, ARCON reminded all industry participants that the maximum payment window for advertising services remains 45 days, as outlined in the Advertising Industry Standard of Practice (AISOP).
“The Council will not hesitate to impose sanctions where evidence of unethical behaviour or exploitative competition emerges. The 45-day credit term is not negotiable and must be respected across the board,” the statement concluded.
As a member of the Advertisers Association of Nigeria (ADVAN), 9mobile is expected to uphold the highest standards of compliance and accountability within the sector.
