Abidjan recently witnessed a significant declaration from Alassane Koné, Technical Advisor to the Minister of Communication and President of the Conseil Supérieur de la Publicité (CSP). He firmly reiterated the Ivorian government’s commitment to modernizing the advertising sector, aiming to transform it into a robust engine for economic development.
During the impactful “Tout savoir sur” (TSS) exchange forum, organized by the Centre d’Information et de Communication Gouvernementale (CICG), Mr. Koné emphasized that regulating digital advertising stands as a primary challenge for the institution. This imperative arises from the profound shifts brought about by digital transformation and the escalating complexities of advertising oversight.
He meticulously outlined three critical hurdles facing effective regulation: the astonishing pace of digital technological advancements, the inherently cross-border nature of digital platforms, and the urgent need for highly skilled human resources capable of robust content monitoring.
“The digital landscape evolves at a speed far exceeding traditional regulatory frameworks,” the CSP President explained. He further highlighted the inherent difficulty for national authorities to govern platforms whose operations transcend state borders, posing a unique challenge to sovereignty and control.
In response to these evolving challenges, Mr. Koné pointed out that Côte d’Ivoire has already taken a decisive step forward. This was marked by the enactment of Law n°2022-979 on December 20, 2022, which establishes the legal framework for audiovisual communication.
This landmark legislation now mandates that influencers with over 25,000 subscribers adhere to the same rules governing audiovisual communication. Their activities fall under the stringent supervision of the Haute Autorité de la Communication Audiovisuelle (HACA).
The Technical Advisor to the Minister of Communication also underscored the vital necessity of shielding consumers from deceptive advertising content. To achieve this, Ivorian law stipulates that all advertisers must submit their campaigns for prior validation by the Commission de Contrôle et de Validation (CCV) of the CSP.
Despite these measures, the CSP President expressed concern over the persistence of irregular advertising practices. He issued a clear warning: those found in violation face severe penalties, including fines ranging from 3 to 5 percent of their turnover, and potential criminal prosecution that could lead to imprisonment for up to two months.
Currently, the national advertising market contributes less than 1 percent to the Produit Intérieur Brut (PIB), generating approximately 30 billion Francs CFA. This figure starkly contrasts with the more substantial performance observed in some neighboring countries, even those with comparatively less developed markets.
