The Advertising Regulatory Council of Nigeria announced on May 30, 2025, that it will investigate Emerging Markets Telecommunications Services Limited, operating as 9mobile, over allegations of owing N1 billion for outstanding advertising services.

The investigation follows the receipt of two petitions concerning 9mobile’s long overdue debt.

As a member of the Advertisers Association of Nigeria, the company is under scrutiny for this alleged financial liability.

The council alleges that although 9mobile has failed to pay or resolve its debts to the agencies, it has continued to hire other agencies to handle its advertising campaigns without settling the overdue amounts.

“The agencies owed are left in limbo,” the statement partly reads.

“ARCON will investigate the movement of the account from the agencies owed to the new agencies briefed to ascertain compliance with disengagement protocol as well as possible breach of ethical procedure,” the council added.

The council emphasized that within the advertising ecosystem, debts go beyond just the agencies.

Most of the outstanding payments are owed to media houses and third-party vendors or suppliers, who suffer greatly from the delayed payments, which in turn disrupt their cash flow and overall operations.

“ARCON will work with relevant anti-graft and other government agencies to ensure a detailed investigation is conducted and the debt resolved/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 council stressed.

ARCON took the opportunity to remind stakeholders that the payment threshold in the Nigerian advertising industry is set at 45 days.

It affirmed its commitment to taking all necessary measures to eliminate unfair advantages, unethical competition, and unequal policies among industry players.

The council will enforce compliance with payment timelines, credit policies, copyright and intellectual property protections, and the Advertising Industry Standard of Practice.

Over the years, 9mobile customers have faced service disruptions as the company grappled with securing new investments needed to upgrade its network capacity.

This situation has caused many customers to switch to other networks, leading to a sharp decline in 9mobile’s subscriber base.

According to data from the Nigerian Communications Commission as of January 2025, from a peak of over 22 million in 2016.