EGYPT Trends and Developments Contributed by: Mohamed Eldib, Eldib & Co
Advertising health and wellness products There has been a marked increase in enforcement actions against misleading health claims, particularly in the dietary supplements, weight-loss and personal care sectors. The CPA and Ministry of Health have both targeted exaggerated claims around benefits such as “instant weight loss” or “immune boosting”, especially when aimed at vulnerable groups like chil - • base claims on clinical studies or verifiable data; • avoid emotional appeals or fear-based messaging; and • clarify that supplements are not substitutes for medical treatment. This trend reflects Egypt’s growing alignment with international best practices in public health advertis - ing. Global advertisers entering the Egyptian market should expect close scrutiny of wellness-related mes - saging. The expansion of social media oversight Social media is now one of the most heavily scruti - nised advertising environments. Campaigns that origi - nate outside Egypt but are accessible to the Egyp - tian market are being flagged for potential violations. Authorities have started issuing informal notices to platforms that fail to monitor harmful or misleading advertising targeting Egyptian users. dren or the elderly. Advertisers must: Businesses should assume that online advertise - ments, especially those using Arabic-language target - ing or local influencers, fall within the scope of national enforcement. Additionally, advertising through ephem - eral formats (such as stories) must still meet visibility and disclosure requirements. AI and synthetic content: emerging legal questions The use of artificial intelligence (AI) in advertising is rising in Egypt, particularly in content generation and personalisation. While there is currently no AI-specif - ic advertising law, regulators have signalled growing interest in this space. Of particular concern are deep - fakes, simulated endorsements and synthetic voices or likenesses.
Advertisers are advised to clearly disclose when AI tools are used to create content that imitates human interaction or identity. Failure to do so may be seen as deceptive, even if unintentional, and could result in reputational or legal consequences under general consumer protection principles. Advertising in the metaverse and Web 3.0 environments While Egypt does not yet regulate advertising in metaverse platforms or other Web 3.0 environments, authorities are becoming more aware of their mar - keting implications. Brands operating in these digital spaces are expected to follow the same legal and cul - tural norms that apply to traditional media. That includes maintaining content appropriateness, ensuring disclosures and avoiding sensitive subject matter. With Egypt’s regulators now observing trends in virtual spaces, early compliance practices will serve companies well as future guidance becomes more for - malised. Cryptocurrency marketing remains prohibited Egypt has taken a firm position on cryptocurrency- related advertising. Under Law No 194 of 2020, any promotion, trading or facilitation of cryptocurrency activities without express approval from the central bank is illegal. This includes advertising for exchang - es, wallets or blockchain projects with token-based funding. Businesses operating in the fintech or blockchain space must exercise extreme caution when com - municating to Egyptian audiences. The central bank and Financial Regulatory Authority (FRA) have issued multiple warnings emphasising the legal and financial risks of unauthorised promotion. Strict oversight of sweepstakes and contests All prize-based promotions in Egypt require prior approval from the Ministry of Social Solidarity. In recent months, there has been an uptick in enforce - ment against unlicensed contests, especially those run on digital platforms without a legal presence in Egypt. Key considerations include:
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