In a major step toward institutional reform and stakeholder reorientation, the Nigeria Customs Service (NCS) has unveiled its Reputation Management Guide a policy document aimed at reinforcing ethical conduct, professionalism, and public trust within the Service.
The unveiling ceremony held on Tuesday, August 5, 2025, at the NCS Headquarters in Maitama, Abuja, was presided over by the Comptroller-General of Customs, Bashir Adewale Adeniyi, alongside management staff, communication experts, and public relations professionals.
Describing the launch as a “strategic milestone” in the Service’s transformation agenda, CGC Adeniyi said the guide is a tool to reposition the NCS for global best practices, transparency, and renewed stakeholder confidence.
“We want to launch a new phase of Customs. We want to go beyond our traditional mandate. This guide is an opportunity for every Customs officer to be part of a project that rewrites the history of our Service,” he declared.
Adeniyi, a seasoned public relations expert and advocate of institutional branding, said the guide was crafted not just to direct internal behaviour but also to promote the NCS’s core values integrity, professionalism, and service excellence in all engagements with the public, businesses, and international partners.
Highlighting the Service’s recent performance, he noted that the NCS had consistently surpassed its revenue targets, improved anti-smuggling operations, and deepened trade facilitation in line with national development priorities.
“In 2023, we recorded a 70 per cent revenue increase. In 2024, that figure rose to 92 per cent. Beyond these numbers, what gladdens me most is that the world is taking note of the impact our initiatives are making,” the CGC stated.
He emphasized that Customs officers must now embrace their roles not just as law enforcers, but as ambassadors of a modern, responsive, and transparent government institution.
“The World Customs Organisation (WCO) expects Customs administrations to champion transparency, inclusivity, and ethical leadership. Our response to this is the deliberate rollout of internal initiatives like the Reputation Guide and our Corporate Social Responsibility (CSR) programmes,” he added.
CGC Adeniyi reaffirmed the Service’s commitment to gender inclusion, equity, and community development, aligning its efforts with President Bola Ahmed Tinubu’s Renewed Hope Agenda. He cited investments in education, healthcare, clean water, and the creative economy as part of Customs’ strategic contributions to national development and social equity.
“This guide is not just a document but a call to action. It reminds every officer that our image is built not only by what we do but also by how we do it,” he stressed.
In his closing remarks, Adeniyi expressed profound gratitude to President Tinubu for the confidence reposed in him through the extension of his tenure, describing it as a renewed source of motivation to serve the country with greater commitment.
Also speaking at the event, the President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, ably represented by the Institute’s Vice President, Professor Emmanuel Dandaura, lauded the Customs Service for prioritising institutional reputation.
He noted that the launch of the guide was not a mere symbolic gesture but a concrete demonstration of Customs’ resolve to embed ethical governance and responsible communication into its operations.
“This is a practical demonstration that the Nigeria Customs does not treat reputation as a buzzword, but as a strategic asset. The CG has demonstrated strong leadership by prioritising perception, integrity, and institutional trust,” he said.
Neliaku described CGC Adeniyi as an icon of professional excellence and a role model in public service reputation management, adding that under his leadership, the Service has taken bold strides toward rebuilding public confidence.
He revealed that in a recent national perception survey conducted by the NIPR, the Nigeria Customs Service scored high in areas of professionalism, responsiveness, and service delivery.
“This shows that your reforms are not only working internally but are also positively impacting public perception,” Neliaku stated.
He assured the continued support of the NIPR in collaborating with the NCS to promote institutional credibility and reposition Nigeria’s image through ethical leadership.
The launch of the Reputation Management Guide mark a new chapter in the NCS modernisation drive, reinforcing its vision for a highly professional, citizen-focused, and globally competitive customs administration.
