August 17, (THEWILL) — As political campaigns are roaring to life, many states have started rolling out approved fees for the placement of billboards and other campaign materials by candidates. While the constitutional rights of the states to roll out signage regulations and generate revenue are debatable, as local government areas, a tier of government also legally empowered to do so, are hardly mentioned as authorities regarding the approved fees, the charges look outrageous. More so for the reasons stated by some of the states.
For example, Commissioner of Information in Kogi State, Kingsley Fanwo, said the fees would “ensure that political advertising contributes to the state’s revenue base.”
Also, Director-General of Cross River State Signage and Advertising Agency, Mr Ubong Sam, said, “The tariffs were arrived at after consultations with relevant stakeholders and were intended to reflect current economic realities.”
The fees so far released by Abia, Anambra, Cross River, Enugu and Kogi states ahead of the 2027 general election look like a money- making venture; it sounds like seizing an opportunity to make money during an election season.
Enugu State even extended the approval to include rallies and street campaigns. These are activities that go beyond “signage control” and sit squarely within constitutionally protected political participation.
Now the sound of the fees. If an advertising/signage agency can condition rallies and broad campaign activity on payment of N150 million, the country risks normalising a pay-to-participate model of politics.
Enugu State Structures for Signage and Advertisement Agency has fixed a flat rate of N150 million campaign fee for political advertising and signage.
In Kogi’s approved structure, Presidential candidates will pay N150 million for campaign signage and related promotional materials across the state, while Senatorial candidates will pay N50 million. Candidates for the House of Representatives will pay N30 million, while those contesting for the State House of Assembly will pay N5 million.
For local government elections, chairmanship candidates will pay N2 million, while councillorship candidates will pay N300,000.
Fanwo said the rates were arrived at after a peer review of applicable fees in other states, noting that the charges were considered affordable in view of the scale and reach of political campaigns. He said the fees would also enable the government to properly regulate the proliferation of campaign materials across the state, without discrimination.
The Assistant General Manager of the Anambra State Signage and Publicity Agency, Chika Ngobili, said that under its plan, presidential candidates will pay N50m, while senatorial candidates are charged N20m for outdoor campaign activities. House of Representatives candidates will pay N5m, House of Assembly candidates N1.5m, local government chairmanship candidates N2.5m, while councillorship candidates will pay N100,000 before being allowed to campaign.
He explained that the permit system was introduced to ensure orderliness, prevent visual pollution, protect public infrastructure, maintain professional standards, guarantee fairness and ensure proper coordination of campaign activities.
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The Cross River government pegged presidential campaign adverts at N150 million and governorship adverts at N100 million. Senatorial campaign advertisements will attract N50 million, while candidates for the House of Representatives and State House of Assembly will pay N25 million and N5 million, respectively.
For the Abia State Structure for Signage and Advertising Agency, ABSSAA, all 2027 presidential candidates who wish to display their political campaign structures in Abia State advertisement space would have to cough out N200 million each.
At first glance, it is obvious that these fees are for the rich political parties and candidates. Meaning that affordability, fairness, and equity are inapplicable in these charges. Screened out of electioneering because of unaffordable fees, only political parties that can afford the fees would be seen and heard by the electorate.
Campaigns are at the heart of every election cycle and candidates must be given a fair hearing and a level playing field. Thus, while not calling for the scrapping of signage and advertising fees during electioneering, we call for fair, affordable and proportionate fees to make electioneering inclusive. Elections are also about the contest of ideas, the freedom to hold, express and canvass views, freedom of movement and gathering, both for individuals, organisations and institutions like political parties.
We call on the state governments that have rolled out the fees to scale back and reconsider the charges in the interests of fairness and equity.
