The African Democratic Congress governorship candidate in Cross River State, Amb. Nkoyo Toyo, has questioned the campaign advertising fees being demanded from political candidates, calling for a review of such charges in line with existing electoral expenditure limits.
Toyo raised the concern on Tuesday during the ADC Cross River chapter’s inaugural, strategy campaign meeting and media interaction in Calabar.
She said political parties and candidates should examine the legality of campaign advertising charges, particularly where candidates are required to pay substantial amounts for outdoor advertisements in addition to bearing the cost of producing the materials.
Toyo said there were legal limits on electioneering expenditure and questioned whether the amounts being demanded by advertising agencies were consistent with the provisions of the law.
“I wonder those people who are setting up all these amounts whether they have checked to confirm if this is the limit expected of a candidate for a particular election to spend, because there is a law to that effect,” she said.
The ADC candidate was reacting to the issue of campaign advertising costs raised during the meeting, particularly charges associated with outdoor political advertisements.
She said it was necessary for political actors to examine the relevant legislation and determine whether such charges complied with the prescribed limits.
“I think it will be proper for us to look at that law. Legally, we need to look at the law, because if we look at the law properly, we should be able to challenge that,” Toyo said.
She argued that the cumulative cost of political advertising across the country could become excessive, particularly for presidential candidates, if state-by-state advertising charges were allowed to accumulate without effective regulation.
“If Cross River does this, Akwa Ibom does its own, Abia does its own, Kano does its own, Lagos does its own, and it goes in that manner, imagine a presidential candidate, how much will become the limit of his campaign funding?” she asked.
Toyo also questioned the rationale for candidates being charged by advertising agencies merely for permission to mount outdoor campaign advertisements while still being required to pay separately for the production of campaign materials.
She said the issue required closer scrutiny, suggesting that those responsible for setting the charges might not have adequately considered the existing legal framework governing campaign expenditure.
“I believe strongly that those who are coming out with this kind of policies have not even looked at the law,” she said.
Toyo’s position comes as political parties and candidates intensify preparations for the 2027 general elections, with campaign-related advertising and other forms of political communication expected to increase as the election approaches.
She urged members and candidates of the ADC to remain committed to the party’s political activities, while encouraging them to examine the legal provisions governing electioneering expenditure.
The ADC governorship candidate also called on party members to remain united and prepared for the 2027 elections, saying the party would continue to challenge what she described as practices capable of limiting political participation.
She urged supporters not to be intimidated, saying the party was prepared to participate actively in the electoral process and protect its votes.
The ADC meeting was attended by party leaders, candidates, chapter chairmen, executive members and supporters, alongside journalists and other stakeholders.
