Senegal should soon be in a position to reform its advertising code.
The Minister of Culture and Communication, Abdoulaye Diop, recently announced his intention to set up a national commission tasked with devising and designing a new regulatory framework for advertising stakeholders.
The Senegalese advertising market has been growing for several years. It is worth around €40 million, making this French-speaking African country one of those with the largest advertising market in terms of volume and number of advertisers, even though it remains largely unregulated. The new advertising code will therefore help to regulate it.
It will also provide a response to major changes in the media landscape, marked by the advent of digital technology and the proliferation of players, as well as the significant financial difficulties caused by the global health crisis.
Read also: The advertising market in French-speaking Africa: the Senegalese exception