Telecoms operator 9mobile is facing mounting regulatory pressure as the Advertising Regulatory Council of Nigeria (ARCON) begins investigating a petition alleging the company’s failure to pay over N1 billion in advertising debt.
The complaint, reportedly submitted by aggrieved advertising agencies, accuses 9mobile — officially known as Emerging Markets Telecommunications Services Limited — of defaulting on payments for past services while simultaneously engaging new agencies without resolving existing financial obligations.
In a statement released over the weekend, ARCON expressed concern that the alleged actions violate the Nigerian advertising code, potentially setting a dangerous precedent within the industry. The Council emphasized that the investigation would focus on whether 9mobile adhered to proper disengagement protocols during its transition between advertising partners and whether its conduct breached ethical business standards.
“The debts are not limited to agencies,” ARCON noted, highlighting that media houses and third-party suppliers also bear the brunt of the unpaid invoices, which could impact operations and cash flow across the sector.
ARCON further stated its commitment to collaborating with anti-corruption and government agencies to probe the matter thoroughly, describing the alleged non-payment as bordering on economic sabotage. The Council reaffirmed its stance on the industry’s official 45-day payment window and warned that non-compliance undermines ethical competition and fair business practices. “The council will take all necessary actions to eradicate unethical competition and ensure compliance with the Advertising Industry Standard of Practice (AISOP),” it said.
This controversy adds to 9mobile’s challenges, as the company has seen a steep decline in its subscriber base—from 23.4 million in 2015 to just 2.96 million by early 2025. As a member of the Advertisers Association of Nigeria (ADVAN), 9mobile is expected to uphold industry rules and contractual commitments, making ARCON’s probe not only a test of compliance but a reflection of the telecom’s broader corporate responsibility.