The Ivorian government is taking decisive steps to modernize the digital advertising sector, positioning it as a key driver for economic development. Speaking at the ‘Tout savoir sur’ (TSS) forum organized by the Government Information and Communication Center, Alassane Koné, Technical Advisor to the Minister of Communication and President of the Superior Council of Advertising (CSP), outlined the country’s ambitious plans to regulate online advertising amid rapid technological changes.
Koné highlighted three critical challenges facing the CSP: the lightning-fast pace of digital technology evolution, the borderless nature of online platforms, and the urgent need for highly skilled professionals to monitor content effectively. ‘Digital innovation outpaces traditional regulatory frameworks,’ he noted, emphasizing the difficulty of overseeing platforms that operate across multiple countries.
To tackle these issues, Côte d’Ivoire has already made significant progress with the adoption of Law No. 2022-979 of December 20, 2022, which governs audiovisual communication. This legislation now requires influencers with over 25,000 subscribers to comply with the same rules as audiovisual broadcasters, under the supervision of the High Authority for Audiovisual Communication (HACA).
The CSP is also prioritizing consumer protection by cracking down on deceptive advertising. Advertisers must submit their campaigns to the CSP’s Control and Validation Commission (CCV) for prior approval. Violations can lead to hefty penalties, including fines of 3 to 5% of annual turnover or even criminal charges, with potential prison sentences of up to two months.
Despite these efforts, Côte d’Ivoire’s advertising market remains modest, contributing less than 1% to the national GDP and generating around 30 billion West African CFA francs annually. This figure pales in comparison to some neighboring countries with similar or smaller economies, underscoring the need for further growth and regulation in the sector.