Up to EGP 2 Million Fine for Commercial Ads Without Prior Notice

A new regulation by the Supreme Media Council mandates that no commercial advertisement for any product can be broadcast without prior notification to the Consumer Protection Authority.

The Authority is also coordinating with the Supreme Media Council to set legal guidelines for advertising and competitions across all media, preventing misleading practices that could harm consumers' health and safety.

Advertisers now need to comply with the legal standards when promoting medical products or food items, ensuring that ads reflect the correct product description as prepared by the advertiser company. Penalties for violating these rules can reach up to EGP 2 million according to the law.

Regarding commercial competitions, no commercial competition can be advertised for the purpose of promoting a product unless the Consumer Protection Authority has been notified. Additionally, advertisements for competitions must be verified to ensure they are not deceptive or discriminatory. Violations related to commercial competition advertisements can result in fines of up to EGP 500,000.

The Head of the Authority also highlighted the role of the authority’s monitoring division, which tracks and monitors all advertisements across various media platforms, including social media. This division is responsible for identifying misleading behaviors that may deceive consumers. As Ramadan approaches, a period known for an increase in competitions and advertisements, the division will intensify its monitoring efforts.