Lagos State Government: Denies N700m Billboard Fee Claim, Cites N10m Monthly Cost

• The Lagos State Government has denied claims that billboard permit fees were increased to N700 million.
• Commissioner Gbenga Omotoso stated the most expensive billboard advertisement in Lagos costs approximately N10 million monthly.
• The Lagos State Signage and Advertisement Agency (LASAA) regulates outdoor advertising but does not determine commercial rates charged by private billboard owners.
• Political campaign advertising, like all outdoor ads, must be on approved structures by registered practitioners with valid LASAA permits, adhering to safety and environmental standards.
• The N700 million claim originated from the Director-General of the NDC Presidential Campaign Council, Ibrahim Abdulkarim, who linked it to the party's limited outdoor visibility.

Mr. Gbenga Omotoso, the Commissioner for Information and Strategy, issued a statement on Sunday clarifying that the most expensive outdoor advertisement in the state currently stands at approximately N10 million per month.

The Lagos State Government has firmly refuted allegations of a drastic increase in billboard permit fees, specifically dismissing claims that such costs have soared to N700 million. Mr. Gbenga Omotoso, the Commissioner for Information and Strategy, issued a statement on Sunday clarifying that the most expensive outdoor advertisement in the state currently stands at approximately N10 million per month. This official declaration directly addresses a social media post that suggested the purported N700 million fee was responsible for the scarcity of National Democratic Congress (NDC) campaign materials on Lagos roads, asserting, "That is why you hardly see NDC on Lagos roads."

Omotoso labeled the N700 million claim as "a piece of fake news meant to tarnish the image of the government by mischievous politicians and their social media bullies," urging the public to disregard such misinformation. He emphasized that the government does not own or operate billboards; instead, these structures are managed by private entities. The Lagos State Signage and Advertisement Agency (LASAA) functions solely as a regulatory body for outdoor advertising, not as an operator, and therefore does not dictate the commercial rates charged by private billboard owners. This distinction is crucial for understanding the true nature of LASAA advertising costs Lagos.

The clarification from the Lagos State Government highlights the distinct roles within the outdoor advertising sector. While private practitioners set commercial rates for media placement, production, and other advertising services, LASAA's fees are regulatory in nature and separate from these commercial charges. The applicable Lagos State outdoor advertising fees for billboard owners are determined by several factors, including the size, format, and specific location of the advertising structures, with varying rates applied across designated zones within the state.

Furthermore, any individual or entity wishing to operate as an outdoor advertising practitioner in Lagos State must meet stringent requirements. This includes paying a non-refundable, one-off fee of N7 million, registering with the Advertising Regulatory Council of Nigeria (ARCON), and fulfilling other statutory obligations. All billboard advertisements, particularly those for political campaigns, must be displayed on approved structures managed by registered practitioners holding valid LASAA permits. These structures are also mandated to comply with established requirements concerning location, structural safety, and environmental standards, ensuring responsible and safe political campaign advertising Lagos.

The government's statement directly responds to earlier assertions made by Ibrahim Abdulkarim, the Director-General of the NDC Presidential Campaign Council. Abdulkarim had claimed during a November 13 interview on Nigeria Info FM 99.3 that Lagos was demanding "almost ₦700 million" for a political billboard license. He linked this alleged exorbitant cost to the NDC's limited outdoor visibility in the lead-up to the 2027 general elections, indicating that the party, whose presidential candidate is Peter Obi, had opted to focus more on grassroots efforts, stating, "We now decided, let us be our own billboard."

In light of these discussions, LASAA has proactively engaged with stakeholders through a public sensitisation exercise. This initiative aimed to educate political parties, candidates, advertising practitioners, and the general public on the guidelines for election campaign advertising. The agency reiterated its commitment to ensuring that all outdoor campaign materials adhere strictly to the established rules. Following election activities, LASAA will undertake the removal of campaign materials at no cost to the public, a measure intended to restore the city's visual appeal and maintain environmental standards.

Lawyers advising political parties or advertising agencies in Lagos should note the clarification from the Lagos State Government regarding outdoor advertising fees. The N700m claim has been debunked, with the highest monthly cost for a billboard stated as N10m. Compliance officers must ensure that all campaign materials adhere to LASAA regulations, including valid permits, approved structures, and compliance with location, safety, and environmental standards, to avoid removal or penalties.

Source: Original reporting via PUNCH