and without charges here the head on thursday, shortly after his release. thanks to god light this afternoon. the jello authorities came to me and asked me to get ready to leave. i did not know where i was going. after that, several officers and security men arrived and now a tense. i was surprised to see myself outside the whole building and an officer told me you are now free and you can do whatever you want. i was overwhelmingly happy at that moment, suddenly to ease of gyal ended. this achievement took place because of many supporters ungrateful to our resume and at work and his efforts. and to all of my colleagues, i'm also grateful to those who support me inside egypt and sympathize with me. ah, several venue the headlines on our 0. ah ah,

a minute minutes silence has been held across the united kingdom on the eve of queen elizabeth the 2nd funeral. the cue to see her coffin has no clothes. in wednesday, hundreds of thousands of people have lined up to see the queen lying in state. us president joe biden, and the 1st lady paid their respects to the queen in london earlier up to $500.00 foreign dignitaries from $200.00 countries or in the city to attend the funeral. millions of people in southern japan have been told to leave their homes as tie for none middle may landfall on sunday. japan's weather agency has warned of unprecedented strong winds high waves and a risk of land slides. tens of thousands of homes on the island. if you should have been left without power, it's expected to move north and bring heavy rains to the main island of han shoe. and in the u. s. 3rd year of puerto rico, more than a 1000000 people are without power. after the island was hit by hurricane fiona winds, with a maximum speed of 140 kilometers an hour had been recorded and people had been

urged to remain indoors. president biden approved an emergency declaration for the island, which is still rebuilding after hurricane maria 5 years ago. this will get bad. we had to buy bose to cover glass doors so that they wouldn't get destroyed grandma. but on the left, i think we have learned a lot from last time. we didn't prepare for the storm because we thought nothing bad would happen. i look what happened. so this is why we are preparing ourselves this time. i'm but apollo generator power my shut down and nobody knows when he's coming back. and the us house speaker nancy pelosi has denounced what she called illegal attacks by as or by john and armenia speaking on a visit to the country. polosa pledged support for armenia after recent fighting on its border as a by john called her comments unfair and unsubstantiated, and says that the fighting was the result of a large scale military provocation by armenia. russia has intensified it strikes on ukrainian civilian infrastructure over the past week following setbacks on the

battlefield. that's according to the british defense ministry. ukraine recently recaptured a large suede of the northeastern car key region and those are the headlines. the news continues right here on al jazeera, after the st. an anti semitism is of evil under a labor government. it will not be tolerated in any form. what so ever. beneath the surface lies the dark aside in british politics. the labour files are one on al jazeera. i i am for me. okay, the advertising regulatory counts of nigeria in spite this episode, i've never said this before, but let's take a look about a band that is coming up on october. the 1st on the use of foreign models and

voiceover artists on the nigerian advertising media or with the fact from october, the 1st that i do in independence day advertising marketing communication materials are to make use of only nigeria models and voice over artists. so we asked nigerian create is what they thought about this new law. what has been happening in the advertising speaking mind you at ease that a lot of tv commercials, a little print ads have been taken outside the country to be produced. and what the law is trying to do is to ensure that the spread will ensure that it protects its own market for technical content, technical talent developed build capacity and ensure that you can foreign exchange and people keep working. i don't think it's anything that has to do to been victim

here, but i just think it's a civil policy by argon, on the federal government to like i said, it, it protect the local content and there's nothing wrong with that. we wanted to see ourselves on our screens. we wanted to tell our own stories. we want our own people representing us want people who look like us sound like us that we can relate to. so in raising the next generation of nigerians and also africans, this is really something that we need to work towards. and this is the 1st step towards that. the state of commercials, all my j is what, while talking about, why do they need protecting? how best to grow the industry? you can comment on youtube. you can even put your favorite apps. right? yeah. to talk about. but i know the conversations already started one. thank you. i respect it, the new law. why go a fight global standards? when you can appreciate what you have, what are your thoughts? join our conversation and our panel hello to ada. hello to fiddle and hello to obey

all. joining us today. idea, nice to have you. please introduce yourself. kelsey you are what you dave? hi, very nice to meet you. my name is audio, so i am the chief marketing officer of empty in nigeria mobile telecom operator casting. hello fidel, welcome. in case i run, my name is sharon wander from kenner. i'm the immediate past chairman of the marketing society of turner. i'm currently a board executive at the marketing for side of going right to hattie fietta. i'm joining us on the phone. we have open please introduce yourself. nice to see you. nice to see them. well enough to see today, oh, be a speaker phone about a payment. i'm credit industry up to put up. all right, so this story took off internationally because of a couple of mysterious headlines. i will show you here. this is what should the body says as an actual nigerian, the idea that my doing government is banning

a white people from ads is just not true. white models are foreign to nigeria. of course they are naturally bad. however, the band bars, anybody who simply isn't nigerian. so what we wanted to do was just to make sure that we dug a little bit deeper to find out what all can that record he council really wanted to say, this is what the director told us just a few hours ago. let's have a luck, a table initials, also a initial morton. a news from this is more or less than i just saw, silly pushes for us. we weren't going to go with us. you want to make it more with. so we just need this beautiful also with his assistance. we want to see can you believe me, policies in with all due to be able to meet only

glove. one last the last we want to develop the industry. we want to have our own advertising industry when looking at our own hunger in time and how we can develop them, theodore internationally, this story blew up. what did you make of it? is it makes sense now that you've understand that the death of the story, not just the, it's no foreigners here. it's deeper than yeah, i think it's deeper than that in a looking from the sidelines or not stick the role of a nigerian, but more of a marketer. ideally, we look at the studies, it shows that our majority of people do not see themselves in. it's actually only, for example, 40 percent of women can relate to that, that they see on the tv. in other sense one, in 5, people actually believe that there are reprieve presentation of advertisement

actually relate to themselves as a society. so. so these are these a lot that the memory structures build through advertisement bring you out and these need to change that. and i believe this is a step in the right direction in terms of building representation, inclusion of people that are consumers can relate to who look like themselves and like themselves and, you know, represent beliefs similar to them. i'll definitely doesn't. yeah, i be wrong that i think, i mean look, you can already have the motive issue and that's why the reaction. but i think somebody who commented earlier called this under, when you talk about where each country with a population and what was talking about people not seeing themselves or not. if you go back 20 years ago, the big multinational used to just maybe from london, like one of the whole continent. i think that's really probably back south africa

where you stop preventing people much and i know that on my my journey. so i think that's probably part of what i'll call was heading towards renting that because the industry is quite large, but obviously they want to make sure that difficult economic fine. they can go in the market. yeah, sure. i think i would love you to listen to cody more who's an experience p r. exactly. who spent some time living? i'm walking in nigeria. i want to go beyond this by the into how does the industry operate and where is my jury in the industry? claudine? told us a story that i want you to have a listen to, an intake of behind the scenes about how commercials are made and why didn't my curious build on it needs to be protective of its creators, his clothing festival. a few years ago i was living and working in nigeria, leading the communications for a my cheer in based pan african investment company. and i was tasks wade filming,

and commercial for the nigerian company for which i was sent to south africa. it's a film that commercial working with the south african agency that part of that commercial. we were having the ones to have a young girl lying on the bed, drawing a picture of her family for which they cost a young, black south african girl as a young nigerian girl. in addition to that, the agency had given us the prop and the prop that they gave us, which was the drawing back. this little girl was pretending to draw. they had drawn her family as white. so they had this white family that this little black girl was supposedly drawing. so i had to go ahead and color in the faces of that white family brown because it was a black, young girl drawing pictures of her black family. but that drawn

a white family and given that to me as the prop is that your pores for the massy idea? go ahead as i look. oh this one's tough. no, no, no, no, no i was. i was just waiting for you to queue me in look like i, i think for me i have to sort of put my hands up and, and say look, i know this problem that we need to. so, okay, i think our shooting ads can be a very complicated process. there are many, many moving parts and look companies under the crush of targets you want surety of success. so look, we may have relied on using resources that are a mix of being in the mix of nigerian and non nigerian ah resources. but i completely understand the direction we want to go in. right. and just to put this in a global context representation doesn't only matter in nigeria, and in this context, if, if you look abroad, you know,

look at um the women and the bodies that are being portrayed, you know, by many brands as the ideal. it's no longer a skinny size 0 model any more, right? it's a lot more inclusive and more quote, unquote, normal bodies are being included. i don't see that as being very different from what we are trying to achieve in nigeria at the moment, an empty and as it brenda, stand by it. i mean, i think that for us, you know, operating in 20 plus countries, there is a challenge in trying to maintain brand consistency. but one of the things we have done as an idea team is continue to work towards making sure that issues that your previous guessed they're experienced. don't happen in i ads, you know, and it is important for people to look at ads and see themselves so. so i definitely are, we are empty and definitely support this move and are willing to, to fully align not that we weren't that far out of alignment, right. but we're willing to fully align and continue to enrich that goal. oh,

industry. this is a rasping will ad breaks over, hold on, hold on tight and layman. i'm going to pay an average away and then you can pick up immediately. i break this, our break is never forget your identity advertising hero. mere one of your face, and as soon as you finish to add ending here, ending. tell us why you like it and why it's important. let's hvac my father told me to never forget where i come from. i never forget with dishes and festivals celebrate our breach culture. our address anklets miles away, rival our people, men, women bursting with creativity and

of a. yeah. no, definitely. i mean, i think about absolute example speaks directly to the culture of the people and how do they need to connection? because the need to be, feel from that part of nigeria. you know, if you're not, but even if you're niger and you need to be low, this is situated in us and i think that's one of the, you know, yeah, but that's true, but you don't have to. but i think also think about it, like like 15 years of the journey of our music has moved. we used to go should a lot, a lot of music videos in south africa. i mean, this is about technical skills. exactly what id i would say. but over the last 10 years, but a lot of pilot was shooting 90 percent, probably back in europe. i think it's about this. it's about let's use local calling to be developed to create a deliver these products for corporate nigeria and for me. but i think that's what it's about in reality. i don't think it's about excluding anybody. it's about

building local. i am. well, if i could just add to that please. i think now we are, we need to find more bravery and telling our own stories, right? if you years ago, and i would have probably been rejected by marketing to rise to national marketing . i'd say, why can you help me understand why its identity and comfort with your own identity? i and, and doing what you think works, doing what you think brings the revenue that you, you need to meet your goals and i'm speaking from him and markets as perspective, right. so you just rinse and repeat what's worked. even if it's not creative, even if it doesn't resonate, just rinse and repeat. nobody's going to fire you for doing something that work before. right? so let's say, you know, so it's not say it's not the best idea, but i think now this is going to embolden us to grow more comfortable in our identity. i think authenticity now is trendy. rain is being well risky. it's being welcomed. i don't think it was in,

in ad spaces or international spaces before. you know, i mean, you have, you know, nigerians on youtube telling very nigerian jokes and i walk into rooms around the world and i hear people talking about, you know, youtube stars in nigeria. so, so, so our culture, now you're traveling on traveling while a music throughout travelling through our movies, mannerisms. i mean, like the entire world now knows what the word shy you means. i'm referencing the new, been a boy. this was, this was a secret. you know what i mean? like at and for me, for a points of them out know monte cristo, right? there? no more secrets anymore, right? so, so we are now setting a global baseline in culture. so it's okay to be ourselves in our ads, even when we're representing international brands. i think it's a, it's a brave new world now, and i'm so excited to be thinking about possible thing. i just said, you know, i did, i just have to come in and support you because i think that self realization, the self awareness, it's a journey. i think that's where the people are right now. and that's where young

about, you know, young i for young herself or, you know, or not looking at it on anybody to tell their own story, but not whether this explosion of african creative on the old platform. you know, i let me get out canyon brother into the conversation because if you was just up to us 3, he would never get a, a way to just yes, oh, i hear that sound or messaged us earlier. we asked, what were the great as what, what are the not so grey ad? and she says, i love nexus ensure they have ads that i love right now about cooking ads. often about cooking, all appliances tend to cave. a sex is messages. but these brands subtly reverse gender roles or modify them. so we're not just talking about representation, but we're also talking about where are we in 2022. what are the roles are had been traditionally assigned to men and women. and what should we be looking at now?

are we seeing a revolution in the way that different countries on the continent and, and a public once the advertised to theodore? yeah, so i think data speaks to that so. so john percent of consumers believe that the odds are or the stereotypes that are shown to advertisements actually are harmful to the anger generation. which means the representation is actually false. order mannerisms are coming through, do not represent what we have in terms of our culture. so there is need to change that in that space. so i believe in terms of the policy that has been set up, but seems to correct that and it goes in the right direction in terms of a bit of history on, on why ours have been sort of structured in that sense. and if we look mostly in terms of the big spenders in advertisement, we will be multi nationals. the advertising budget is purely based on the size of market. so if i look at africa as a continent,

most of the all to national who love a big chunk of their turnover coming from, for example, to certain markets or south africa. and when you try to shoot a night in that sense, you'll sort of encore, your advertisement. but since that they've been a part of the advertisement, it's actually quite expensive to do production. and these new day and age, what you find out is, before you put on up, you have to test and ensure that he's actually right for flight or someone else, or just as a consumer of atlanta, not as a creator. so if we do so same framing in europe, for instance, so was like, oh, this market isn't that big. so we're going to use a frenchman to advertise to british people that he's going to work with. why do you do that on the african continent? so before that, that did well because that there was more to communication right now, social media will blog if you do that. yeah. and people our voice right now. yeah. so i, so that's what is happening are people are saying this doesn't represent me before then all you have to do is find a line behind the park of bronze and try call to show your concern and hopefully

hope you know, hoping that that'll be addressed which probably never did, but now if i put on a post that relates it, there is an oil transit because most of the consumers actually relate to that. so consumers actually have a strong voice in that sense and that's why it's critical for that representation to up. and i have to show this and because we were looking for the good and the terrible, and we found a really, really bad ad. i thought it was from the 1970s for it and much recently now, and it actually about a malaria prescription and they were and malaria drug and he will area drug and have a look at this. and i want a real candid reactions. let's take a look. what's wrong with his eye? ah

to maria for only knew from shooting loosely for troy. kimberly re unplug it with me. i am never going to forget that brought out idea. genie is that i made. oh no germans will like that. i and goodness. oh yeah, yeah. so i'm not really, you know, not. look, we are a growing industry. okay. and before they were good movies coming out of hollywood, hollywood, hollywood, there were not so good movies. okay. so, so let's be forgiving of whoever put that out and let's allow it to fade quietly into history a,

is that it's that it causes july. so it, it is actually what is so bad? it's good. yeah. all right, so, so the idea of representation that is so important, i think everybody understands that regardless of what they think about the new law that's happening on october, the 1st. how else do we create fe representation that reflects the public so that we're not taking advantage of theodore? you start is the idea of inclusion, isn't it? how do we do this better? so i, i believe is just reflecting what does society feels is important to them. yeah. so in looking at sort of their positions or purposeful brands and where they lay. so in regards to the role of, for example, of a woman in the society, the woman as evolved from just being a housewife, for example, to be someone who wants to do more for the family. so they ran down businesses, they sit on the table at the same thing with the look after the family. and that's a representation they're looking for in terms of the key that they grew up to want

to see a black child making it in the middle. all the, the incorporated into interpret noise and that's what advertisement should be able to drive through. and, you know, it goes beyond advertisement. it goes actually to the park. so i, you know, it doesn't make sense to have an advertisement, but the parker has a, some, a different model. and each, all those touch points needs to be considered in this execution. or they have got a couple of interest to watch with a 32nd response. is that under as many as possible. all right, more talk for a 5th nigerian insecurity sharing. again, thoughts over that. why, why nobody's insecure over here? i think that's just they don't. this is about, you know, if you think you have the secure, the, maybe you haven't met and. 7 recada patients may occur. so nigeria october the 1st no for models, no foreign voiceover office. then the next time is kenya. or maybe it's south africa, or maybe it is gonna, i mean, i think when i drink creative,

i'll tell you that we'd be locked out anyway. so that's not you to us. it's not like anybody. my dreams are getting work in the space of trying to get across the company. unfortunately, you know, i love my brother, but the truth of the matter is, you know, do i need you to be able to call this in the 1st place. was the feeling of people being imported to take the jobs here. yeah, that's the fundamental energy behind this. so reciprocity already said it's not a statement. you know, nobody is in the body of the old language. it's kind of like militaristic to me. i don't see it and not just one line on this because i think this is the story that got around the world on i think we should squash it now. actually says racism has a new meaning. this is disgusting of nigeria. a one line rebuttal. well, nobody, you know, white people find, i think that's the beauty chris statement in the 1st place that even the, whoever picked it up is like

a fake news magazine or something. just very mis. steve, i don't think any of the people here even ever thought about us. i can know, talk about ads of nigeria and representation of ads. and i drew out this classic from 2013 that people were still talking about. let's take a look a i i don't port. okay, we got 93 very short ads or one very short comment idea idea,

how do we take my jr's industry for creat his forward? what are your thoughts chief marketing officer m t n? i think we need to continue to owner stories or not narratives and obvious shamed of telling them i think we all need to be a little bit braver, you know, and not emulates from any other market, but understand the consumer behavior and not be afraid to shape the story, i think that you know, the ad space in nigeria. so flies is very shy about actually influencing the way people think about products and, and i'd like to see, you know, more brands do that. now what's interesting area and theodore and obey is that it's made us think about the ad industry. what do we want? where are the stereotypes? how do we tackle them? what is representation mean? so from a mischievous headline as a much deeper conversation to be had re looks like where in not process of

developing and taking out what is for nigeria for the entire continent of africa. thanking obee. thank you area, and theodore, and for you on youtube, weighing in as well. i see next time they calculate ah ah, a informed opinions. i

believe that armina and other virginia should have bilateral negotiations. we've been cooling that khomeini time. critical didn't. is the commonwealth still something that king charles will take on the inside story on al jazeera? a final farewell of today's of ceremony. an emotional tribute. when elizabeth, the 2nd will be laid to rest at windsor castle, which is longest raining, monica will be buried next to her husband, prince philip, her parents and her sister as leaders from all over the world, paid their respect. join us for life coverage for now. the latest news as it breaks. we've been speaking to the families in there's about 5000 people living in this block of government class. we've been displaced from their homes by the flux, they come from all over same province. we detailed coverage, elder zeros, legal thief plans to submit a case with the international criminal court at the hey,

from around the world. just that there is here in this country. a culture of fear when it comes with job really corruption. aah! with guns in their hands and faith and god of their site. many american republicans believe the 2020 presidential election was stolen from donald trump whitish nationals min fun to mentally authoritarian. and it is anti democratic people in power investigates how the spread of while conspiracy theories is undermining us. democracy. america's authoritarians on a jazeera ah fine old tributes. the u. k. holds a minute silence to honor quail.