Nigeria's advertising regulator has announced that it will ban the use of foreign models and voice-over artists (when the voice of an unseen character is heard in an ad/film) in locally made TV commercials.

The move, which is the first of its kind in the world, will take effect in October and follows the Federal Government's pledge to develop local talent, drive inclusive economic growth and promote the advertising industry in Nigeria.

The Times of London reports that the ban will include all non-Nigerians, as well as a number of Western, white actors who have regularly appeared in the country's television commercials.

"All advertisements and marketing communication materials targeted or exhibited in the Nigerian advertising space must use only Nigerian models and voice-overs," states the Advertising Regulatory Council of Nigeria (ARCON).