EGYPT Law and Practice Contributed by: Mohamed Eldib, Eldib & Co
2.8 Other Regulated Claims Several types of advertising claims are subject to spe - cial rules: • claims such as “natural” or “organic” must be con - sistent with recognised standards and are subject to oversight, especially in the food and cosmetics sectors; • country-of-origin claims like “Made in Egypt” must be based on substantial production or transforma - tion within the country; • “free” offers must not involve hidden costs except clearly disclosed delivery or administrative charges; • “halal” claims must be backed by certification or clear eligibility under religious and regulatory standards; and • medical and nutritional claims require prior review by relevant health or food authorities before they are used in public advertising. 3. Limitations and Special Laws 3.1 Representation and Stereotypes in Advertising There is no applicable information in this jurisdiction. 3.2 Children There is no applicable information in this jurisdiction. 3.3 Dark Patterns There is no applicable information in this jurisdiction. 3.4 Sponsor Identification and Branded Content There is no applicable information in this jurisdiction. 3.5 Special Rules for Native Advertising There is no applicable information in this jurisdiction.
Advertisers are expected to maintain documentation to support claims in case of regulatory review or con - sumer complaint. 2.4 Product Demonstrations Product demonstrations must accurately reflect the capabilities of the product under normal or clearly stated conditions. Any enhancement or simulation that could mislead viewers must be disclosed. For example, substituting the advertised product with a different one in a demonstration without clarification would be considered deceptive. Television and online platforms are especially monitored in this regard. 2.5 Endorsements and Testimonials Endorsements must reflect the honest views of the person making them. If an endorser has been paid or received any benefit, this must be disclosed. Testimo - nials should describe typical results unless otherwise stated, and any claim based on exceptional outcomes must be clearly qualified. The identity of the endorser must not be misrepresented, and impersonation of professionals such as doctors or scientists may lead to legal liability under separate laws. 2.6 Environmental Claims Egypt does not have a standalone law specifically addressing environmental claims in advertising. However, such claims fall under general prohibitions against misleading or unverifiable content. State - ments such as “eco-friendly”, “sustainable” or “biode - gradable” must be supported by objective evidence. The CPA has emphasised that vague or exaggerated green claims may mislead consumers and result in administrative penalties or corrective measures. 2.7 Disclosures Disclosures must be clear, visible and written in accessible language. Where the target audience is Egyptian, Arabic must be used. Disclosures are par - ticularly important when presenting conditions on price, limitations on product functionality, or potential health or safety risks, or when content is sponsored. Fine print or obscured text is not considered sufficient. Inadequate disclosure can lead to the suspension of the advertisement and potential fines.
4. Comparative Advertising and Ambush Marketing 4.1 Specific Rules or Restrictions
Comparative advertising is permitted in Egypt under certain conditions. It must be fair, objective and not misleading. Advertisers may compare their products
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