EGYPT Law and Practice Contributed by: Mohamed Eldib, Eldib & Co
damages, reputational harm or IP infringement under Law No 82 of 2002 and the Civil Code. 1.7 Self-Regulatory Authorities Egypt currently does not have an independent self- regulatory advertising body. However, some industry groups, particularly in the pharmaceutical and media sectors, may adopt voluntary codes of conduct or internal review procedures. Enforcement, however, remains primarily with government authorities, and remedies must be pursued through official channels. 1.8 Private Right of Action for Consumers Consumers have a private right of action under the Consumer Protection Law and Civil Code. They may bring claims for damages arising from misleading advertising or non-compliance with product claims. Remedies can include compensation for harm suf - fered, contract annulment and refund. Additionally, class action mechanisms may be used, although they are still evolving in Egyptian procedural practice. 1.9 Regulatory and Legal Trends In the past 12 months, Egyptian regulators have shown increased scrutiny of digital advertising, especially influencer content and promotions targeting youth. The SCMR has issued new directives on transparency and sponsorship disclosure in online ads. The CPA has also stepped up enforcement against misleading food supplement and health-related claims. Several high-profile investigations have led to administrative Advertisers in Egypt should remain sensitive to cultural and religious norms. Content perceived as offensive, immoral or contrary to public order may be subject to censorship or penalties. This includes depictions of nudity, alcohol, gambling or content perceived to insult religious or national values. The SCMR actively monitors and enforces such standards. 1.11 Politics, Regulation and Enforcement There has been no fundamental change in Egypt’s political structure in the past year affecting advertis - ing regulation. However, enforcement intensity has increased, particularly around online platforms and digital content. The growing use of artificial intelli - fines and public correction mandates. 1.10 Taste and Cultural Concerns
gence (AI)-generated ads and cross-border marketing has drawn the attention of regulatory bodies, which are increasingly co-operating with other agencies to address new forms of advertising.
2. Advertising Claims 2.1 Deceptive or Misleading Claims
In Egypt, an advertising claim is considered deceptive or misleading if it creates a false impression about the product’s characteristics, origin, quality, price or intended effect. Consumer Protection Law No 181 of 2018 prohibits any statement that may mislead con - sumers, whether through exaggeration, omission, ambiguity or implication. The evaluation is based on the perspective of an average consumer, and context is essential. Both explicit and implied messages are taken into account. 2.2 Regulation of Advertising Claims All advertising claims are regulated in Egypt, whether they are express or implied. Claims must be capa - ble of substantiation, particularly those related to health, performance, pricing or comparative advan - tages. Subjective statements that clearly fall into the category of puffery, such as “the best in the world”, may be tolerated if they are obviously non-verifiable opinions. However, implied claims that are likely to influence purchasing decisions must be supported by reliable evidence. There are no automatic exceptions for humour or exaggeration if the overall impression is misleading. 2.3 Substantiation of Advertising Claims The type of substantiation required depends on the nature of the claim and the relevant sector. In general: • scientific or health-related claims must be support - ed by credible evidence, such as clinical studies or regulatory approvals; • performance and efficacy claims should be veri - fied by test results, market research or third-party certification; and • price or discount claims must reflect genuine pric - ing history or comply with commercial regulations.
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