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SENEGAL : New Advertising Code for Media

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Abdoulaye Diop @Info15.com

Minister of Culture and Communication Abdoulaye Diop announced a new advertising code. An order was made setting up the national commission responsible for reflecting on the new advertising code in order to strengthen companies and comply with the new framework marked by the advent of digital and the multiplication of actors.

“We are in the process of developing a new advertising code to replace the 1983 law, which is outdated by the evolution of a sector marked by digital technology and the multiplicity of actors. An expert is committed, benchmarking performed. The expert will propose a project that will be submitted to the national commission,” said Minister Abdoulaye Diop in an interview in the national daily Le Soleil. The aim of this law, according to him, is to strengthen companies and comply with the new framework marked by the advent of digital and the multiplication of actors.

In Senegal, apart from the Press Support and Development Fund (FADP), which includes media revenue sources, advertising is also a source of financial resources. The main source of income for the press remains advertising. This is why an expert is hired, the benchmarking carried out. The expert will propose a project that will be submitted to the national commission,” said Culture Minister Abdoulaye Diop.

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In fact, this new code should concretely allow the classic private media and online media to get out of the way and to be able to position themselves financially in a sector that is going through economic turbulence. “The press sector is facing a very difficult economic situation for various reasons”, related to the fact that the media landscape “has grown and diversified in recent years with the proliferation of traditional media outlets and the emergence of new players such as the online press and community radio stations,” said the minister. It should be recalled that the public media, namely the RTS, Le Soleil concentrates the majority of advertising markets at the expense of other media. The objective for the Minister of Culture and Communications is to reverse this situation.