The Advertising Regulatory Council of Nigeria (ARCON) has initiated a comprehensive investigation into 9mobile, one of Nigeria’s major telecommunications providers, over an alleged ₦1 billion debt owed to advertising agencies and third-party vendors.
In a statement released on May 30, 2025, ARCON disclosed that it received two formal petitions accusing 9mobile, officially registered as Emerging Markets Telecommunications Services Limited, of failing to settle longstanding advertising bills. The council noted that despite these unresolved debts, 9mobile has continued to engage new advertising agencies, leaving those owed “in limbo”.
ARCON’s Director-General emphasized that the council will scrutinize the movement of 9mobile’s advertising accounts from the agencies owed to new ones, with a focus on whether proper disengagement protocols and ethical standards were followed. The council warned that such practices not only disadvantage the affected agencies but also have a ripple effect on media houses and suppliers, potentially disrupting cash flow and operations across the wider advertising ecosystem.
“ARCON will work with relevant anti-graft and other government agencies to ensure a detailed investigation is conducted and the debt resolved or paid. This is economic sabotage capable of inhibiting the Federal Government’s policy of inclusive industry growth and development of the Nigerian advertising industry,” the statement read.
ARCON reiterated that the payment threshold for advertising services in Nigeria remains 45 days, and warned it will take all necessary steps to eliminate unfair practices, unethical competition, and protect intellectual property rights within the industry.
The company has faced years of service disruptions and a dramatic decline in its customer base, dropping from over 22 million subscribers at its peak in 2016 to just 3.2 million as of January 2025, according to the Nigerian Communications Commission (NCC). In July 2024, 9mobile was acquired by LH Telecommunication Limited, which injected fresh capital and installed a new board in a bid to revive the company. However, customers are still waiting for noticeable improvements in service quality.
The council has pledged to collaborate with anti-corruption agencies to ensure that outstanding debts are paid and industry standards upheld.
