Côte d’Ivoire scales up oversight of digital advertising sector

The authorities in Côte d’Ivoire have expressed a firm commitment to restructuring the advertising industry, aiming to transform it into a significant catalyst for national economic progress. During a recent public exchange forum, Alassane Koné, technical advisor to the Minister of Communication and President of the Conseil supérieur de la publicité (CSP), detailed the roadmap for enhancing sector governance.

Navigating the complexities of the digital era

Adapting to the digital shift remains a primary objective for the CSP. The rapid evolution of technology, the borderless nature of online platforms, and the urgent requirement for specialized expertise to monitor web content were identified as the three most significant hurdles currently facing regulators.

The pace of digital innovation often outstrips traditional regulatory frameworks. Furthermore, the global reach of digital entities makes it difficult for national bodies to enforce local standards on platforms operating across international borders.

New legal framework for influencers and digital content

To address these modern challenges, Côte d’Ivoire has implemented Law No. 2022-979. This legislation brings digital creators under formal supervision, specifically targeting influencers with a following of more than 25,000 subscribers. Under this framework, such individuals are subject to the same audiovisual communication regulations as traditional media, overseen by the Haute autorité de la communication audiovisuelle (HACA).

Ensuring consumer protection and compliance

A major focus of the new regulatory push is the eradication of deceptive marketing. Advertisers are legally required to submit their campaigns for prior approval through the CSP’s Commission de contrôle et de validation (CCV). This step is designed to safeguard the public from misleading information and unethical practices.

Non-compliance carries heavy penalties. Entities that bypass these regulations face fines ranging from 3% to 5% of their annual turnover. In more severe cases, legal action could lead to criminal prosecution and prison sentences of up to two months.

Economic potential of the advertising market

Currently, the national advertising market in Côte d’Ivoire generates approximately 30 billion CFA francs, representing less than 1% of the country’s Gross Domestic Product (GDP). This figure suggests significant room for growth, especially when compared to neighboring nations where the advertising sector plays a more prominent role in the economy despite having smaller markets.