Morocco has initiated a major strategic reform to modernize its advertising ecosystem, with public and private stakeholders agreeing on the urgent need for a more ethical and sovereign framework.
The first National Conference on Advertising, held in Casablanca, gathered government officials, regulators, media professionals, and agency executives to sustainably structure the sector. Hosted by the Ministry of Youth, Culture, and Communication, the event signals a turning point for national thinking on the governance, transparency, and competitiveness of the market.
Mohamed Mehdi Bensaid, Minister of Youth, Culture, and Communication, emphasized that advertising is more than just an economic lever; it “embodies Morocco’s cultural and digital sovereignty.” He stressed the importance of developing a local model that supports Moroccan media and national creativity in a global context increasingly dominated by major foreign tech platforms.
Latifa Akharbach, President of the High Authority for Audiovisual Communication (HACA), reinforced the need for strong regulation, stating that advertising “cannot escape ethical requirements.” She called for intensified efforts to combat misleading or discriminatory content and strengthen advertiser accountability.
Aziz Khayati, Deputy Director of the Budget at the Ministry of Economy and Finance, highlighted the sector’s strategic role in the digital transition. He advocated for renewed governance focused on transparency, fairness, and value creation, specifically calling for the implementation of local measurement tools and greater integration of SMEs and young talent.
Discussions focused heavily on the challenge posed by the concentration of online advertising revenue in the hands of global web giants, which disadvantages national media outlets. Participants proposed the creation of new tax mechanisms and local platforms to capture a fair share of the value created within Morocco. The two-day conference will conclude with a summary of recommendations aimed at developing a national roadmap for a more transparent and inclusive advertising ecosystem.
MK/ak/ac/Sf/fss/abj/APA