On Friday January 3, 2025, the Ministry of Communication, Telecommunications and Digital Affairs (MCTN) held a crucial meeting to present the draft bill aimed at reforming the Advertising Code. The event brought together several key stakeholders, including state organizations, Dakar City Hall, the Association of Advertising Agency Professionals of Senegal (APRPS) and members of the Coordination of Press Associations of Senegal.
This legislative project aligns with the vision of the Head of State and the Prime Minister, determined to improve the governance of various sectors through modern regulatory texts. The initiative responds to persistent challenges such as the lack of adequate regulation and lack of transparency in the advertising field. This new legislative framework intends to remove prohibited advertising practices and eliminate the opacity of the advertising market, as reported by Sud Quotidien.
Compared to the old law of 1983, largely outdated with its 17 articles never followed by an implementing decree, the new proposal includes 178 articles rich in innovations. It addresses developments in the sector, diversifies advertising media, organizes and identifies players and protects consumers.
During the meeting, Minister Alioune Sall announced decisive measures including the identification of consulting agencies and advertising agencies, and the ban on promoting prohibited products such as games of chance. He declared, according to information from Sud Quotidien, that he wanted to further formalize the sector by ensuring the legality of advertising activities.
Mr. Abdoulaye Thiam, president of APRPS, pledged to support the new reforms while pleading for the protection of advertising investments. He stressed the importance of creating a regulatory body to supervise relations with the State, provide transparency and protect consumers from inappropriate content.
The implementation of this project would allow the State to play an effective regulatory role, thus protecting creativity and guaranteeing fair remuneration to content creators.
Senegal
