The management of FrieslandCampina WAMCO Nigeria Plc, manufacturer of Peak Milk, has tendered its unreserved apology to the Christian Association of Nigeria (CAN), over  the Easter social media advertisement, described by the Christian body as making light of the sobriety of the Easter season.

The company also announced the immediate withdrawal of the social media ad, arguing it was never intended to make light of the significance of the season, nor inordinately exploit the unmatched sacrifice of Jesus Christ.

The company’s latest action followed CAN’s serious objection  to  the Peak Milk’s using the crucifixion of Jesus Christ as a metaphor to promote their product on Good Friday.

The Executive Director of  FrieslandCampina WAMCO Nigeria Plc (Corporate Affairs), Ore Famurewa, in a letter, dated April 10,2023, to CAN’s  President, Archbishop Daniel Okoh, reiterated the brand’s commitment to its unwavering mission  of nurturing Nigeria, while also maintaining utmost respect of all religious laws.

“We hereby restate our commitment to our unwavering mission of nurturing Nigeria while maintaining the respect of all religious laws, tenets and guidelines.

“Once again, please accept our deepest apology and pledge to prevent a reoccurrence of such in the future. Do accept the assurances of my esteemed regards”, Famurewa said.

CAN, through its General Secretary, Joseph Daramola, had, in a statement issued on Monday, expressed its reservation about  WAMCO advertisement, on the social media, meant to felicitate the just-concluded Easter celebration.

The Christian body had described the action of the company as disrespectful to the Christian faith, an affront  to millions of Christians in  Nigeria, and an attempt at using the sober day for ‘crass commercial purposes’.

“We are deeply disappointed that a company of such repute would stop so low to exploit the  religious sentiments of its customers for profit.

“We find this advert  insensitive, offensive, and totally unacceptable. Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord  and Saviour Jesus Christ, who was  crucified  on the cross for our sins. It is not a day to be used for crass commercial purposes,” CAN had stated.

 

Meanwhile, the apex regulatory body in the nation’s advertising, the Advertising Regulatory Council of Nigeria ((ARCON)  has said it would sanction any individual, brands or agencies, found to have violated the rights, sensitivities and religious beliefs of any sect.

 

The Director General of the Council, Dr. Lekan Fadolapo, in a statement issued on Tuesday, stated that the council had studied the series of ads, exposed during the just-concluded Easter celebration, and would soon come up with sanctions for those found to be offensive.

 

Fadolapo  warned advertisers, advertisement agencies, media/media owners to strongly desist from exposing any form of ads without first having such ads vetted by the Advertising Standards Panel (ASP) of the council.

 

“The council will take necessary action to ensure that the rights, sensitivities and religious beliefs of any sect 9r group of people are not ridiculed, disparaged, or exploited for commercial gains or otherwise,” he added.