Côte d’Ivoire intensifies oversight of digital advertising sector

Modernising the advertising landscape in Côte d’Ivoire

During a recent session of the “Tout savoir sur” exchange platform, Alassane Koné, the Technical Advisor to the Minister of Communication and President of the Superior Council of Advertising (CSP), outlined a strategic vision to upgrade the nation’s advertising framework. The goal is to transform this sector into a robust engine for national economic growth.

Addressing the rapid shifts caused by the digital revolution, the CSP president identified the regulation of online publicity as a critical priority. He noted that the institution currently faces three significant hurdles: the lightning-fast pace of technological advancement, the borderless nature of global digital platforms, and the urgent requirement for specialized personnel capable of monitoring complex digital content.

Legal frameworks and influencer oversight

To combat these issues, Côte d’Ivoire has implemented specific legislative measures, notably Law No. 2022-979 of December 20, 2022. This legal framework brings digital communication under stricter scrutiny. Specifically, social media influencers with a following of more than 25,000 subscribers are now subject to the same regulations as traditional audiovisual media, falling under the jurisdiction of the High Authority for Audiovisual Communication (HACA).

Alassane Koné emphasized that protecting the public from deceptive marketing is a top priority. Under current Ivorian law, all advertisers are required to submit their promotional campaigns for mandatory review by the CSP’s Control and Validation Commission (CCV) before they can be released to the public.

Sanctions and economic potential

The CSP leadership expressed concern over the persistence of illegal advertising practices. Entities that fail to comply with the established rules face heavy penalties. These sanctions include fines ranging from 3% to 5% of their total turnover, and in some cases, criminal prosecution leading to prison sentences of up to two months.

Currently, the domestic advertising market in Côte d’Ivoire contributes less than 1% to the Gross Domestic Product (GDP), generating approximately 30 billion CFA francs. This performance lags behind several neighboring countries that have achieved higher market yields, signaling a significant opportunity for growth through better regulation and modernization.