EGYPT Law and Practice Contributed by: Mohamed Eldib, Eldib & Co
10.2 Product Placement Product placement is permissible in Egypt, but it must be transparent and non-deceptive. Where integrated into entertainment content, such as film or television, it must not mislead viewers into believing the prod - uct has been endorsed by a character or personality unless explicitly stated. Content involving restricted products like alcohol, gambling or tobacco must not feature in product placements targeting the general public. 10.3 Other Products There are specific rules in Egypt regarding advertise - ments for the following product categories: • infant formulas – advertising must comply with health regulations, including the requirement to include clear warnings, and must not undermine breastfeeding; • real estate – ads must be factually accurate and must not misrepresent delivery dates, licensing status or infrastructure; • government entities – ads targeting or created in partnership with public authorities are permitted, as long as they do not breach Decree 220 or general public decency principles; and • cosmetics, over-the-counter products and protein shakes – compliance with content restrictions under Decree 220 is required, where ads must not contain provocative visuals or exaggerated results, and should not target minors.
• Contraceptives: There is no express ban on contra - ceptive advertising, but it is considered a culturally sensitive topic. Ads must avoid innuendos, vulgar - ity or any content inconsistent with family values, as defined under Decree 220. • Herbal and dietary supplements: Advertising is allowed, provided the product is registered and the content does not mislead consumers or violate general advertising restrictions under Decree 220. • Plastic and cosmetic surgery: Advertising is permit - ted if issued through a licensed doctor. Content must avoid targeting minors or using exaggerated beauty standards. It must also respect public taste and family values. • Food and beverages: Advertising is generally permitted if the product is licensed, but all content must comply with Decree 220, particularly in avoid - ing misleading nutritional or health claims. • Tobacco and vaping products: Subject to heavy restrictions and largely banned from most advertis - ing channels. Their depiction in media as socially acceptable is not allowed. • Dating services: Legal but sensitive. Advertising must be cautious to avoid violating norms around family values or public decency, especially under Article 2.12 of Decree 220. • Financial services: Allowed for licensed institutions, provided advertisements are not misleading. Com - pliance with Decree 220 is required, particularly regarding public trust and factual representation. • Religious imagery: Advertising must avoid any reli - gious depictions, quotes or symbolism that could be seen as disrespectful or controversial. Misuse may trigger serious liability under Decree 220 and the Civil Code. • Historic sites and national symbols: Gener - ally allowed, but must not distort historical facts or misrepresent national figures. Material must respect national heritage and public sentiment. • Profanity and swear words: Completely banned under multiple provisions, including Article 2.11 of Decree 220 and Article 5 of the Civil Code. • Guns, violence and crime: Depictions of violent crime, brutality, revenge or suicide are banned under Decree 220 due to their negative social impact. Content should not justify or glamorise such behaviour.
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