The management and staff of Sterling Bank have tendered an unreserved apology to it customers and the nation’s Christian community over the Easter message which likened the resurrection of Jesus Christ to Agege Bread.
The email containing the advert message was sent on 17 April 2022.
In an apology letter sent to the bank’s customers, and signed by the managing director of the bank, Abubakar Suleiman, the bank stated that the content of inforgraphic and the message it contained was insensitive and failed to consider the very sober nature of the event being commemorated, the resurrection of Jesus Christ
“While the message had no malicious intent, there is no place for content that fails to fully account for the feelings of billions of people all over the world. .our honest intent was to join our millions of customers in Nigeria and worldwide in celebrating this seldom event, but our execution fell short on this occasion”
The bank stated that its policies are clear on what constitutes acceptable customer communication, and this message should not have been released to its customers. “On this occasion, our editorial process fell short of our policy standards.”
“A responsible institution, we immediately withdraw the offensive materials and initiated review of the circumstances that led to this failure. We will further sensitise our workforce to ensure this unfortunate lapse in judgement never repeats itself.”
“We thank you all for your continued trust in us and apology again for this unfortunate incident,” the bank stated.
The Advertising Practitioners Council of Nigeria (APCON), had threatened to sanction Sterling Bank Plc for its offensive Easter advertisement, which likened the resurrection of Jesus Christ to Agege bread.
The body in a circular said its action was necessary in order to ensure that no religious belief or faith is ridiculed or any blasphemous advertisement exposed in any guise.
The circular, which was signed by the Registrar/Chief Executive Officer of APCON, Dr.Olalekan Fadolapo, stated that the bank did not submit the advertisement to the Advertising Standards Panel(ASP) for requisite approval before exposing same.
The circular reads:” The Advertising Practitioners Council of Nigeria(APCON), has observed with displeasure the insensitive and provocative Easter celebration advertisement by Sterling Bank Plc which compared the resurrection of Christ with Agege Bread.
“The distasteful advertisement was neither submitted nor approved for exposure by the Advertisement Standards Panel(ASP), the statutory panel charged with the responsibility of ensuring that advertisement conform with the prevailing laws of the federation as well as the code of ethics of advertising in Nigeria.
” APCON will take necessary actions to ensure that Sterling Bank is sanctioned for the exposure of such offensive advertisement, according to law and that no religious belief or faith is ridiculed or any blasphemous advertisement exposed in any guise”
The advertisement message,” Like Agege bread, He rose”, had attracted wild condemnations by some Nigerians, who said it was conveyed in bad faith.
They also labeled the advertisement content as ‘insensitive’, ‘distasteful’, ‘mockery’, and demanded an immediate apology from the bank.
One @olajacs tweeted, “Dear Sterling Bank, it is not funny comparing the resurrection of our Lord Jesus Christ, the basis for our faith as Christians to Agege bread. That’s so insensitive”.
Another, angry Nigerian Duchess Adedoyin said, “This is such a distasteful mail to receive from Sterling Bank on Easter Sunday.
Olusola Bello
