Advertising & Marketing 2025 Comparisons

Advertising practices in Egypt are governed by a combination of sector-specific and general laws. Key statutes include:

• Consumer Protection Law No 181 of 2018, which sets out obligations regarding fair advertising and prohibits misleading claims;
• Law No 206 of 2017 on Regulating Advertising of Products and Services, which outlines licensing requirements and general advertising standards;
• Intellectual Property Law No 82 of 2002, which covers the protection of trade marks, copyrights and publicity rights in advertising content;
• the Penal Code and Civil Code, which provide for remedies in cases involving fraud or reputational harm; and
• in certain sectors, additional regulation issued by authorities such as the Egyptian Drug Authority (for pharmaceutical and healthcare advertising) and the SCMR (for advertising via media platforms).

Advertising regulation is enforced by several government agencies, depending on the medium and subject matter:

• Consumer Protection Agency (CPA): Primarily responsible for enforcing consumer rights, including monitoring and sanctioning misleading advertisements;
• Supreme Council for Media Regulation (SCMR): Oversees content in print, broadcast and digital media, including advertisements – the SCMR has the power to issue fines, suspend content or revoke advertising licences;
• Egyptian Competition Authority (ECA): Can intervene in advertising practices that violate competition laws, such as collusive promotions or unfair comparative claims; and
• sectoral regulators – for example, the Egyptian Drug Authority monitors compliance for pharmaceutical and medical device advertising.

Remedies include administrative penalties, mandatory corrections or withdrawals of ads, and referral for criminal prosecution where applicable.

Liability for deceptive advertising in Egypt may extend to:

• advertisers, as the primary party responsible for content;
• advertising agencies or media agencies, especially if they contribute to the content or placement of false or misleading ads; and
• publishers or platforms, where they fail to comply with takedown or warning requests from regulators.

Legal and financial penalties can be imposed, and courts may order compensation to harmed consumers or competitors.

The term “advertising” in Egypt is broadly defined and includes any communication intended to promote goods, services, brands or concepts to the public. This includes traditional channels (TV, radio, print), digital media (social media, search engines, websites), product placements and influencer content. It also covers sales promotions and comparative advertising.

While general commercial advertising does not typically require pre-approval, certain categories of products and services, notably in the healthcare, pharmaceutical and food sectors, are subject to prior review and approval by the relevant sectoral regulator. Additionally, advertisements aired through national broadcast channels may require vetting by the SCMR or associated bodies. Violations may lead to suspension or fines.

Egyptian law prohibits the use of third-party intellectual property (IP), including trade marks, copyrighted content or distinctive packaging, without prior authorisation. Similarly, an individual’s image, voice or likeness cannot be used in advertisements without their consent. Unauthorised use may give rise to claims for damages, reputational harm or IP infringement under Law No 82 of 2002 and the Civil Code.

Egypt currently does not have an independent self-regulatory advertising body. However, some industry groups, particularly in the pharmaceutical and media sectors, may adopt voluntary codes of conduct or internal review procedures. Enforcement, however, remains primarily with government authorities, and remedies must be pursued through official channels.

Consumers have a private right of action under the Consumer Protection Law and Civil Code. They may bring claims for damages arising from misleading advertising or non-compliance with product claims. Remedies can include compensation for harm suffered, contract annulment and refund. Additionally, class action mechanisms may be used, although they are still evolving in Egyptian procedural practice.

In the past 12 months, Egyptian regulators have shown increased scrutiny of digital advertising, especially influencer content and promotions targeting youth. The SCMR has issued new directives on transparency and sponsorship disclosure in online ads. The CPA has also stepped up enforcement against misleading food supplement and health-related claims. Several high-profile investigations have led to administrative fines and public correction mandates.

Advertisers in Egypt should remain sensitive to cultural and religious norms. Content perceived as offensive, immoral or contrary to public order may be subject to censorship or penalties. This includes depictions of nudity, alcohol, gambling or content perceived to insult religious or national values. The SCMR actively monitors and enforces such standards.

There has been no fundamental change in Egypt’s political structure in the past year affecting advertising regulation. However, enforcement intensity has increased, particularly around online platforms and digital content. The growing use of artificial intelligence (AI)-generated ads and cross-border marketing has drawn the attention of regulatory bodies, which are increasingly co-operating with other agencies to address new forms of advertising.

In Egypt, an advertising claim is considered deceptive or misleading if it creates a false impression about the product’s characteristics, origin, quality, price or intended effect. Consumer Protection Law No 181 of 2018 prohibits any statement that may mislead consumers, whether through exaggeration, omission, ambiguity or implication. The evaluation is based on the perspective of an average consumer, and context is essential. Both explicit and implied messages are taken into account.

All advertising claims are regulated in Egypt, whether they are express or implied. Claims must be capable of substantiation, particularly those related to health, performance, pricing or comparative advantages. Subjective statements that clearly fall into the category of puffery, such as “the best in the world”, may be tolerated if they are obviously non-verifiable opinions. However, implied claims that are likely to influence purchasing decisions must be supported by reliable evidence. There are no automatic exceptions for humour or exaggeration if the overall impression is misleading.

The type of substantiation required depends on the nature of the claim and the relevant sector. In general:

• scientific or health-related claims must be supported by credible evidence, such as clinical studies or regulatory approvals;
• performance and efficacy claims should be verified by test results, market research or third-party certification; and
• price or discount claims must reflect genuine pricing history or comply with commercial regulations.

Advertisers are expected to maintain documentation to support claims in case of regulatory review or consumer complaint.

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.

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. Testimonials 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.

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. Statements such as “eco-friendly”, “sustainable” or “biodegradable” 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.

Disclosures must be clear, visible and written in accessible language. Where the target audience is Egyptian, Arabic must be used. Disclosures are particularly 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.

Several types of advertising claims are subject to special rules:

• claims such as “natural” or “organic” must be consistent 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 transformation 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.

There is no applicable information in this jurisdiction.

There is no applicable information in this jurisdiction.

There is no applicable information in this jurisdiction.

There is no applicable information in this jurisdiction.

There is no applicable information in this jurisdiction.

Comparative advertising is permitted in Egypt under certain conditions. It must be fair, objective and not misleading. Advertisers may compare their products 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.

Advertisers may refer to a competitor’s name or products for the purposes of legitimate comparative advertising. 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 competition and must not constitute infringement under the Intellectual Property Law. Misuse or exaggeration can trigger trade mark dilution claims or unfair competition actions.

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.

Ambush marketing is not specifically regulated under Egyptian law. However, it may fall under general rules related to unfair competition, trade mark infringement 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 sponsorship arrangements. Violators may face civil claims or reputational consequences, even in the absence of specific legislation.

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 transparency, 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.

An advertiser may be held liable for third-party content posted on its official social media pages or digital platforms, particularly if the content is false, misleading 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.

Disclosures on social media must be clear and prominent. 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 Partnership” 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 considered sufficient. The disclosure must be easily noticed and understood by the average viewer, even on platforms with limited space such as Instagram Stories or Twitter.

There are no platform-specific regulations in Egypt, but the general rules governing advertising, consumer protection and data privacy apply across all platforms. Social media advertisements targeting Egyptian consumers must be in Arabic or include an Arabic translation. Additionally, foreign platforms that allow paid advertising in Egypt may be required to register or obtain licences for financial reporting and tax compliance. There are currently no banned platforms, although certain types of content may be restricted by the SCMR.

Email marketing in Egypt is regulated by the general provisions of the Consumer Protection Law and relevant privacy and electronic communication guidelines under Telecommunication Regulation Law No 10 of 2003. Advertisers must obtain the recipient’s prior consent before sending marketing emails. Emails must include a clear opt-out mechanism, and the sender must be identified. The use of misleading subject lines or concealment of sender identity is prohibited. Violations may result in fines, suspension of electronic communication privileges or civil claims.

Telemarketing is subject to similar requirements. Consent must be obtained before making promotional calls, and recipients must be given a clear right to opt out. Callers must identify themselves and disclose the commercial nature of the call. The National Telecommunications Regulatory Authority (NTRA) has also issued guidance restricting the use of automated systems without user consent. Non-compliance may result in administrative penalties or legal action under consumer protection laws.

Marketing via SMS or messaging apps (such as WhatsApp) requires the recipient’s prior consent. Promotional texts must include a clear identification of the sender and a simple way to opt out. Mass messaging services are regulated by the NTRA, and mobile operators are required to monitor compliance. The use of deceptive messaging or failure to respect consumer preferences can lead to sanctions or service suspension.

There are no comprehensive data protection laws in Egypt yet, although a draft Data Protection Law has been proposed. In practice, the use of consumer data for targeted advertising is expected to comply with general principles of transparency, data minimisation and consent. Advertisers should inform users about the collection and use of personal data for profiling or behavioural targeting. Regulators are increasingly concerned about the use of cookies, tracking tools and third-party data without consent, especially in financial, healthcare and children’s advertising.

There are additional restrictions on the collection and use of children’s data for advertising purposes. Advertisers must not collect data from children under the age of 18 without parental consent. Content must be age-appropriate and must not exploit children’s vulnerability. Violations may lead to regulatory action and reputational damage. The SCMR also monitors content directed at children to ensure it is not harmful or misleading.

Advertisers must avoid collecting excessive personal data or using data for undisclosed purposes. Data obtained through promotions or online interactions must be stored securely and used only for the purposes communicated at the time of collection. Although enforcement is still developing, reputational risks and consumer backlash are increasing in cases involving privacy breaches or unauthorised data sharing.

Sweepstakes and contests are permitted in Egypt but are subject to prior authorisation. Organisers must obtain a licence from the Ministry of Social Solidarity before launching promotional campaigns involving prizes, draws or games of chance. The rules must be transparent, and the promotion must not mislead or coerce participation. Failure to obtain approval may result in the cancellation of the campaign and administrative penalties.

Egyptian law distinguishes between games of chance and contests of skill. Games of chance are subject to stricter controls, including prior authorisation and prize disclosure. A game of skill is defined as one where the outcome depends primarily on the participant’s knowledge, ability or judgement, rather than chance. These may not require formal approval but must still comply with advertising and consumer protection rules.

Any promotional activity involving prize draws, random selection or games of chance must be registered and approved by the Ministry of Social Solidarity. Organisers are required to submit details of the mechanics, value of prizes and terms of participation. Approval may take several weeks and is mandatory before public communication or launch of the promotion.

Free offers and promotional discounts must be presented transparently and must not mislead consumers regarding actual cost or conditions. If conditions apply, these must be clearly stated. “Buy one, get one free” promotions must not involve hidden costs or deceptive pricing. Misleading use of the word “free” or undisclosed terms can lead to fines and enforcement by the CPA.

There are no sector-specific laws governing automatic renewal or continuous service billing in Egypt, but such arrangements must comply with general principles of fairness and transparency under the Civil Code and Consumer Protection Law. The terms of renewal must be clearly disclosed before subscription, and consumers must be given a clear and easy way to cancel. Failure to disclose automatic billing or renewal terms can lead to refund orders or enforcement action.

There are currently no dedicated laws in Egypt specifically regulating the use of AI in the development of advertising content. However, general advertising principles apply regardless of the underlying technology. Advertisements created using AI tools must comply with laws prohibiting misleading or deceptive content. If AI is used to generate likenesses or synthetic endorsements, the advertiser must ensure proper disclosures and obtain any necessary permissions. Ethical concerns are growing, particularly in relation to synthetic images, voice replication and the risk of consumer confusion.

Claims that a product is powered by or developed using AI, or includes AI-driven features, must be accurate and not misleading. Advertisers are expected to avoid exaggeration or technical claims that cannot be substantiated. There is growing regulatory interest in ensuring that such claims are not used purely for marketing purposes without a clear explanation of the AI’s role. Misrepresentation in this context could give rise to enforcement under the Consumer Protection Law.

There are no specific rules governing the use of chatbots in advertising, but the general legal framework applies. If a chatbot is used for promotional purposes, it must be clearly identified as automated and must not mislead the user into believing they are interacting with a human. Consent is required if the chatbot collects personal data or initiates unsolicited marketing. The use of chatbots to simulate human endorsements or interactions may raise legal and ethical concerns, particularly in sensitive sectors such as health or finance.

Cryptocurrencies such as Bitcoin are strictly prohibited under Egypt’s Central Bank and Banking Sector Law No 194 of 2020. This law bans the issuance, trading, promotion, operation of exchanges or any related activities without prior approval from the Central Bank of Egypt. Those found in violation face imprisonment and fines between EGP 1 million and 10 million. In addition, the Financial Regulatory Authority and the Central Bank have issued repeated warnings in 2025 against advertising or promoting crypto products due to risks of fraud, financial crime and instability.

As a result, non-fungible tokens (NFTs) and other crypto-related products remain in a legal grey zone. Any promotional activity connected to tokens or crypto is effectively restricted and may be subject to enforcement under general consumer protection and financial stability principles.

There are no specific laws concerning advertising within metaverse environments in Egypt. However, any marketing content targeting Egyptian consumers, whether via virtual platforms or immersive environments, must comply with all standard advertising regulations, including misleading claim prohibitions, disclosure requirements and data protection principles. Advertisers should proceed with caution and ensure clear transparency and consumer safeguards.

Advertising of certain product categories is subject to strict oversight in Egypt, particularly where public morals, safety or national sensitivities may be impacted. The following highlights key regulated products.

• Alcoholic beverages: Advertising is subject to a complete ban on national television, radio and print media (with limited exceptions for wine in print). The promotion of alcohol is viewed as harmful under Article 5 of the Civil Code and Decree 220 of 1976, which prohibit content that normalises drinking or depicts it positively.
• Gambling and lotteries: Gambling is strictly regulated, and its advertisement is generally prohibited unless it is depicted as harmful or discouraged. Lotteries may only be promoted through legally established entities within Egypt, with prior approval from the Ministry of Social Solidarity. Positive portrayal of gambling or lotteries is not allowed.
• Pharmaceuticals and medical devices: Advertisements for licensed prescription and non-prescription drugs must be approved by the Ministry of Health and must not cause widespread offence. Content targeting minors or featuring exaggerated medical claims is prohibited.
• Contraceptives: There is no express ban on contraceptive advertising, but it is considered a culturally sensitive topic. Ads must avoid innuendos, vulgarity 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 permitted 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 avoiding misleading nutritional or health claims.
• Tobacco and vaping products: Subject to heavy restrictions and largely banned from most advertising 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. Compliance with Decree 220 is required, particularly regarding public trust and factual representation.
• Religious imagery: Advertising must avoid any religious 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: Generally 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.

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 product 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.

There are specific rules in Egypt regarding advertisements 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.