The advertising sector in Senegal is on the verge of a major transformation. The Minister of Communication, Telecommunications and Digital, Alioune roomannounced that the government is committed to adopting a new law on advertising as soon as first quarter 2025.
This reform aims to modernize and structure an area that has remained disordered for a long time.
A law adapted to the digital age
The last revision of the Advertising Act dates back to 1983, at a time when the digital age did not yet exist. “This law is obsolete. It does not take into account the explosion of information technologies and digital evolution, which today represent more than two thirds of advertising revenue, particularly via GAFAM,” explained Minister Alioune Sall. This new version of the law will include modern mechanisms adapted to current challenges, such as regulation of digital platforms, the transparency of advertising transactions and the fight against harmful content.
At the heart of this reform, the objective is clear:
- Protecting media professionals by standardizing the rules.
- Guarantee transparency in advertising practices.
- Protect consumersby regulating content that could harm health and social cohesion.
- Clearly identify the advertising playersfrom management agencies to consulting agencies, in order to better structure the sector.
“We want to put an end to the generalized anarchy where it is difficult to distinguish who is advertising and who is not,” insisted the minister.
Alioune Sall also mentioned a state subsidy for advertising agencies, similar to the support fund of 1.9 billion CFA francs granted to the press sector. “Advertising agencies have never benefited from state support. This must change,” he said.
In this context, the minister also assured that particular attention will be paid to content creators on social networks such as TikTok and Facebook. According to Aliou Sall, content creators must be paid: “ The advertising sector represents more than 500 billion dollars, two-thirds of which is captured by GAFAM. It is time for Senegal to claim its rightful share and ensure that these important financial resources also benefit local content creators.”
During the workshop devoted to the preliminary draft law, representatives of advertising agencies, press associations and the National Audiovisual Regulatory Council (CNRA) met to discuss progress. Abdoulaye Thiam, president of the Association of Advertising Networks of Senegal, welcomed this initiative and expressed his hope to see this reform improve the regulation and practice of advertising in Senegal.
