The Minister of Communication, Telecommunications, and Digital Technology, Alioune Sall, presented, in the presence of government agencies and technical services, the Dakar City Council, the Association of Advertising Professionals of Senegal (APRPS), and members of the Coordination of Press Associations of Senegal, an ambitious draft bill that takes into account the diversity of media and developments related to digital technology and aims to structure and regulate advertising in Senegal.
The current legislation, dating from 1964 and amended in 1983, is considered unsuited to today's realities because it does not take into account the explosion of information technology, social media, and digital giants, which now capture a major share of advertising revenue.
The objectives of this new law are therefore to modernize the legal framework for advertising in Senegal, bring greater transparency to the advertising market, and better regulate the financial windfall captured by multinational information and communication technology and e-commerce companies.
The main measures announced by the Minister concern:
- Formalization of the sector with a process for identifying consulting agencies and advertising agencies
- Regulation of public displays in collaboration with administrative authorities and local authorities
- Control of prohibited advertising activities, particularly gambling and products harmful to health, in order to protect consumers.
- Taking into account the digital sphere, particularly e-commerce platforms
- Securing the sector's economic contribution and ensuring transparency
- Protecting content production by ensuring remuneration for content creators
The implementation of these measures and the enforcement of regulations will be ensured through the planned creation of a new regulatory authority. The Minister plans to present this bill to Parliament during the first quarter of 2025.