Retail brand Bokku Mart has apologised following backlash over a viral “Omo Igbo” advert described by many Nigerians as ethnically insensitive. The Advertising Regulatory Council of Nigeria (ARCON) has also condemned the unauthorised and offensive advertisements circulating online, which have been accused of inciting ethnic prejudices and undermining Nigeria’s policy of national unity.
The controversy erupted after a promotional video posted on Bokku Mart’s social media platform featured an external influencer, Defolah, who used the phrase “Omo Igbo” in a context many Nigerians perceived as derogatory. In the now-deleted clip, the influencer said, “No Omo Igbo can cheat me,” a statement that quickly drew outrage for promoting ethnic bigotry. The advert was widely criticised for its insensitivity and for potentially inciting division among Nigeria’s diverse communities.
In response, Bokku Mart issued a statement on its X handle, expressing regret and disapproval of the offensive language used. “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 statement read. The company clarified that the content originated from an external influencer and was published by a third-party media agency without prior internal review.
Bokku Mart further announced that it has strengthened its internal review processes and vendor oversight to prevent similar incidents in the future. “We have taken steps to ensure that all content aligns with our values of respect and inclusivity,” the retailer stated. The company reaffirmed its commitment to promoting unity and respect for all Nigerians, emphasising that its mission is to serve the diverse needs of its communities without discrimination.
Meanwhile, ARCON has issued a stern warning to all advertisers and media platforms, condemning unauthorised and unethical advertisements circulating on social media. Dr. Olalekan Fadolapo, the Director General of ARCON, stressed that such adverts, which have not undergone the required approval and vetting processes, threaten Nigeria’s social harmony. “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,” he stated.
ARCON has also activated a specialised enforcement task force to monitor and address illegal advertisements across various media channels. The regulator called on the Nigerian public to assist in reporting adverts that are deceptive, unethical, or illegal, to foster a responsible advertising environment that reflects Nigeria’s rich cultural diversity.
The incident has also prompted discussions about the responsibilities of influencers and brands in promoting cultural sensitivity and inclusivity. The content creator involved has issued an apology, sharing screenshots on social media to express remorse over the incident.
