By Oyinkansayo Wole-Bodunde.
Nigeria’s retail brand, Bokku Mart, has publicly apologized for an advert that led to outrage over its ethnic insensitivity.
The advert featured influencer Defolah, and included a phrase perceived as offensive towards a particular ethnic group, leading to widespread criticism. Defolah used the phrase “Omo Igbo” in a context many Nigerians saw as offensive. She said, “No Omo Igbo can cheat me.”
The Advertising Regulatory Council of Nigeria (ARCON) condemned the advert, emphasizing its potential to cause ethnic tensions and undermine national unity. ARCON has vowed to enforce advertising standards and take action against those responsible for disseminating unapproved adverts.
Bokku Mart expressed regret over the incident, saying that the offensive language was unacceptable and didn’t align with their values. They said, “We are deeply saddened and disturbed by a video recently shared online that contained offensive and hurtful language. The language used in the advert was unacceptable and misaligned with Bokku’s values.”
The company has reviewed its internal processes to prevent similar incidents, emphasizing its commitment to respect and inclusivity. ARCON has also launched a task force to monitor and address illegal advertisements, urging Nigerians to report unethical adverts.
Dr. Olalekan Fadolapo, ARCON Director General said, “We are committed to enforcing advertising standards and will take all necessary legal actions against platform owners, advertisers, and agencies involved in disseminating unapproved and unethical adverts.”
