EGYPT Law and Practice Contributed by: Mohamed Eldib, Eldib & Co
or services with those of competitors, provided the comparison is factually accurate and does not unfairly discredit, imitate or exploit the reputation of another brand. Comparative claims must relate to measurable and verifiable features and must not create confusion among consumers regarding the origin of the goods or services. Deceptive comparisons or comparisons lacking sufficient substantiation are prohibited under the Consumer Protection Law and may give rise to civil or administrative liability. 4.2 Competitor Copyrights and Trade Marks Advertisers may refer to a competitor’s name or prod - ucts for the purposes of legitimate comparative adver - tising. However, use of a competitor’s trade marks, packaging, logos or copyrighted materials is only permitted where necessary for the comparison and must not suggest endorsement, affiliation or origin. The use must remain within the bounds of fair com - petition and must not constitute infringement under the Intellectual Property Law. Misuse or exaggeration can trigger trade mark dilution claims or unfair com - petition actions. 4.3 Challenging Comparative Claims Made by Competitors Advertisers who believe that a competitor has made false or misleading comparative claims may bring a complaint before the CPA, initiate civil proceedings or seek injunctive relief before the Economic Court. Legal remedies include the removal or correction of the advertisement, compensation for damages and orders prohibiting further dissemination. In practice, formal warning letters or administrative complaints are often the first step prior to litigation. Evidence of consumer confusion or market harm strengthens a challenge. 4.4 Ambush Marketing Ambush marketing is not specifically regulated under Egyptian law. However, it may fall under general rules related to unfair competition, trade mark infringe - ment or misrepresentation. For example, suggesting a false association with an official event or sponsor may be considered deceptive and may lead to claims by rights holders. Companies organising major events in Egypt often seek to protect their marketing rights through contractual agreements and exclusive spon -
sorship arrangements. Violators may face civil claims or reputational consequences, even in the absence of specific legislation. 5. Social/Digital Media 5.1 Special Rules Applicable to Social Media Advertising on social media is subject to the same core regulations as traditional advertising, including those found in the Consumer Protection Law and Law No 206 of 2017. The SCMR and the CPA monitor online platforms, with a particular focus on transpar - ency, disclosure and misleading claims. Advertising content must be clearly distinguishable from editorial or user-generated content. Businesses using social media to promote products or services must ensure that all claims are accurate and substantiated, and do not mislead consumers, regardless of the platform. 5.2 Liability for Third-Party Content An advertiser may be held liable for third-party con - tent posted on its official social media pages or digital platforms, particularly if the content is false, mislead - ing or defamatory and the advertiser fails to remove it upon notice. Platforms and brands are expected to monitor their channels and respond to complaints or warnings from regulators. Endorsements, comments or reviews that are reposted or promoted by the brand may be treated as part of the advertiser’s message and subject to legal scrutiny. 5.3 Disclosure Requirements Disclosures on social media must be clear and promi - nent. Influencer posts, paid partnerships or sponsored content must include clear language indicating the commercial relationship. Common practices include using terms such as “Sponsored by”, “Paid Partner - ship” or “Ad”, typically placed at the beginning of the post or caption. Hashtags alone, especially when placed at the end of a long caption, are not consid - ered sufficient. The disclosure must be easily noticed and understood by the average viewer, even on plat - forms with limited space such as Instagram Stories or Twitter.
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