“DATA-TIKA” Programme: CNDP Signs Tripartite Agreement with GAM and UACC

This agreement marks a structuring milestone for Morocco’s communication, advertising and digital marketing ecosystem, placing personal data protection at the core of professional practices within the sector.

Through this partnership, the three parties affirm their shared commitment to strengthening compliance among advertisers and agencies with Law No. 09-08 on the protection of personal data, fostering a sector-wide culture of responsible data governance, and positioning data protection as a lever for trust, competitiveness and innovation.

Initiated by the CNDP, the “DATA-TIKA” programme aims to support member advertisers and agencies of GAM and UACC in achieving compliance through awareness campaigns, training sessions, audits and the provision of operational tools.

As part of this initiative, the Commission has established a dedicated unit tasked with providing close support, addressing sector-specific challenges and facilitating compliance procedures with Law 09-08, while taking into account the particularities of communication and advertising professions.

According to CNDP President Omar Seghrouchni, this sectoral partnership represents a strategic lever to promote a proactive, value-driven compliance culture tailored to the specificities of communication, marketing and advertising professions.

Speaking to MAP, he emphasized that the agreement is particularly significant as it concerns not only personal data, but also behavioral data used in targeting and hyper-personalization strategies.

Such data, he explained, makes it possible to determine influence factors that advertisers and their service providers can leverage to deliver specific messages, underscoring the need for rigorous oversight that balances marketing effectiveness with respect for fundamental rights.

He also indicated that the CNDP intends to examine the economic dimensions of data exploitation, closely monitoring the impact of international platforms on Morocco’s advertising and digital marketing market. This approach aims to better understand issues related to competition, digital sovereignty and value creation in a rapidly evolving environment.

For his part, Hassan Rouissi, President of the UACC, stressed that “this agreement reflects a collective responsibility: to support the evolution of practices in the era of hyper-personalization and digital transformation, while strengthening consumer trust.”

He noted that communication consulting agencies are now at the heart of shifting advertising models, marked by increased data use and campaign automation.

Meanwhile, Mehdi Yaroub, President of GAM, strongly reaffirmed “the commitment of Moroccan advertisers to responsible, ethical and transparent use of personal data.”

“Beyond a regulatory obligation, we consider this a strategic choice and a guarantee of credibility and exemplary conduct for our profession,” he stated.

He added that joining the “DATA-TIKA” programme will help structure sector practices, raise professional standards and fully integrate compliance requirements as a factor of differentiation and credibility among advertisers and the public.

Through this partnership, the CNDP, GAM and UACC reaffirm their shared commitment to fostering a responsible communication and advertising ecosystem that respects fundamental rights in personal data protection.

The agreement is concluded for a renewable four-year period and provides for the establishment of a dedicated monitoring committee to coordinate and evaluate the actions undertaken.

Editorial team/le7tv