Faced with the growing enthusiasm for social media, an increasing number of advertisers are turning to these platforms to promote their products. However, many platforms sometimes do not comply with the regulations imposed by the government.

On Thursday, April 24, the Mauritanian Advertising Regulatory Authority (ARP) granted the first 12 permits for ordinary individuals to advertise on social media. This move is part of an initiative to foster a legal, healthy, and organized advertising practice on social media platforms.

At an official ceremony in Nouakchott, Doro Sow, the ARP Administrative and Financial Director, underscored that these new permits do not limit advertising freedom. Instead, they are necessary for ensuring compliance with Mauritania’s advertising laws.

The issuance of these permits is a component of the ARP’s new approach to regulating advertising on social media platforms. This strategy follows the ARP Council’s publication of deliberation No. 01/2024 on March 12, 2024. The deliberation outlines the conditions for authorizing advertising on digital platforms and personal social media accounts, as well as the procedures for revoking these authorizations.

The decision required individuals advertising on social media to comply with the law within a one-month period starting March 13, 2024. The first licenses were consequently issued to individuals who adhered to this procedure.

The ARP’s objective is to regulate digital platforms and ensure adherence to advertising laws across the Islamic Republic of Mauritania. The country’s Law No. 2018-017 on advertising stipulates two regimes for conducting advertising activities and related services: the authorization regime and the declaration regime, each depending on the specifics of the activity.

Samira Njoya