New Nigerian retail chain, Bokku Mart, has faced a barrage of intense criticism over a video advert featuring influencer Defolah, accused of promoting ethnic prejudice by insinuating that the supermarket’s prices would stop her from being cheated by “Omo Igbo.”
Wading into the controversy, the Advertising Regulatory Council of Nigeria (ARCON) has condemned the circulation of what it termed the “unapproved and offensive advertisements” by Bokku on social media platforms.
ARCON said the adverts were unlawful and harmful to national unity.
The controversial video, which has since been taken down, showed Defolah comparing the store’s prices with those in open-air markets while making remarks many Nigerians found offensive.
“So you mean I can get beans and garri Ijebu at Bokku without any Omo Igbo cheating me?” she said in the clip.
“It’s so relaxing to shop without someone pulling you from the left and right, shouting my colour.”
The comments sparked widespread outrage across social media, with critics accusing Bokku of endorsing ethnic stereotypes and disrespecting the Igbo community.
In response to the uproar, Defolah publicly apologised, clarifying that her statement wassh not meant to demean any ethnic group.
“I sincerely apologise. It was never my intention to promote any form of tribal bias or disrespect to the Igbo people,” she said.
In a statement signed by its Director-General, Dr. Olalekan Fadolapo, ARCON said the advertisements in question contained ethnic and sectional prejudices, denigrating a section of the Nigerian population and bringing them into public ridicule.
The agency noted that such content violates the federal government’s policy on national unity and peaceful coexistence.
ARCON disclosed that the Bokku Supermarket adverts were neither submitted to nor approved by the Advertising Standards Panel, as required by Nigerian advertising laws. The regulatory body vowed to take necessary legal action against the supermarket, platform owners, advertisers, and agencies involved in publishing unapproved materials.
A special monitoring and enforcement task force, ARCON said, has been mandated to track and address all unapproved advertisements exposed to the Nigerian market.
“As gatekeepers, we will continue to work towards building a more decent and consumer-protective advertising environment in Nigeria,” the statement read.
