Long overlooked, Morocco’s advertising sector continues to struggle for recognition as a true driver of economic growth. Despite its strategic role in shaping consumer behavior and supporting the media industry, it currently contributes less than 1% to the country’s GDP—a figure that speaks volumes about the gap between its potential and its real influence on the national economy.
The industry is stuck in a paradox: essential, yet largely unsupported. It remains underfunded, loosely organized, and virtually absent from public policy agendas. Many professionals describe it as an “unacknowledged sector” and are now calling for a complete reevaluation of its economic status. Among their key demands are the creation of a national investment charter tailored to advertising, targeted regulation, and a tax system adapted to the sector’s realities.
This conversation goes far beyond marketing. Advertising not only boosts consumer demand but also helps fund a large share of media content. In a rapidly digitizing world, it’s becoming a matter of digital sovereignty—especially as global tech giants like YouTube, Facebook, TikTok, and Google Ads quietly siphon off an increasing share of Moroccan advertising budgets. These international platforms operate outside local regulatory frameworks, draining investment away from domestic channels and weakening already fragile local media.
The imbalance is stark. While local players shoulder standard tax burdens, foreign digital giants operate largely tax-free, taking advantage of their offshore status. Existing tax structures, designed for a pre-digital era, are no longer fit for purpose. This outdated system contributes to a loss of value within Morocco’s media and advertising ecosystem and puts domestic players at a significant disadvantage.
One of the major obstacles to reform is the lack of reliable data. There’s currently no precise way to track advertising flows, particularly in the digital realm. The absence of a certified audience measurement system, coupled with outdated performance metrics and a lack of transparency, makes it difficult to build a clear picture of the market. Many argue that a national, in-depth study is urgently needed to map out the players, investments, and trends shaping the industry.
To address these issues, several proposals are being floated. One idea gaining traction is the creation of a shared digital platform that brings together Morocco’s major media outlets around a unified, secure advertising inventory. This kind of system—already in use in parts of Southeast Asia—could help elevate the value of local advertising space, provide a safe and verifiable environment for brands, and strengthen the competitiveness of national media.
Tax reform is another focus area. Some experts suggest adjusting corporate tax rates for advertising companies, pointing to research that shows each dirham spent on advertising can generate up to fifteen dirhams in economic returns. A narrow budget-focused approach that overlooks this multiplier effect could mean missing out on significant growth potential. Incentive-based tax policies might also encourage more small and mid-sized businesses to invest in advertising and grow their reach.
Regulation remains a hot-button issue, particularly in a landscape reshaped by social media, algorithmic targeting, and AI-driven advertising. From automated ad formats to integrated ad marketplaces, the industry is evolving at a pace that the law struggles to match. Many in the sector are pushing for a regulatory framework that is both flexible and forward-looking—one that can safeguard public interests without stifling innovation.
Another critical piece of the puzzle is talent development. For Morocco to build a strong and sustainable advertising industry, it must invest in training, structure career paths, and professionalize the sector. At present, access to advertising careers is fragmented, with few specialized training programs and a lack of coordinated educational pathways.
There’s also an ongoing debate about how to manage the import of advertising-related services. While recent foreign exchange reforms have eased some payment restrictions, professionals continue to press for clearer legal guidelines to strike a balance between market openness and the protection of local value creation.
Across the board, there’s a growing consensus: advertising can no longer be treated as a peripheral industry. If given the right tools—policy support, investment, fair regulation, and talent development—it could become a major engine of economic innovation, cultural influence, and sustainable growth. The question now is whether policymakers are ready to act.
