Latifa Akharbach, President of the High Authority for Audiovisual Communication (HACA): “Advertising shapes society – it must now serve Morocco’s sovereignty”

From the outset of her speech, Latifa Akharbach commended the organization of this event, describing it as “a moment of rigorous reflection and shared responsibility.” She emphasized that in an era marked by digital transformation and globalized media flows, advertising has become a key issue of cultural and informational sovereignty. Her intervention was structured around three main themes: the ethics of advertising content, market governance, and digital regulation.

A moral and cultural responsibility

On the ethical front, the HACA President reminded that advertising is, above all, a form of discourse: it shapes desires, influences behavior, and conveys values. “Before being a matter of market share, advertising is a language that builds social norms,” she stated, calling for stronger ethical oversight.

She also pointed to persistent issues, such as the blurred line between editorial and commercial content, reaffirming the Higher Council for Audiovisual Communication’s constant vigilance in upholding media transparency.

Latifa Akharbach further called for the definition of a national doctrine for responsible advertising, establishing clear limits against deceptive, stereotypical, sexist, or harmful content. She challenged the audience with a profound question: “What image of women, the body, success, or happiness do we want to promote through advertising? And to what extent do these portrayals reflect our own values and culture?”

Balanced and transparent governance

When addressing market governance, Akharbach warned against the risks of concentration and economic dominance in the allocation of advertising budgets. She called for greater transparency, a fairer distribution of resources among stakeholders, and the protection of public audiovisual service funding from purely commercial interests.

The challenge of digital platforms

Turning to digital advertising, Akharbach noted the absence of a national framework to regulate a space increasingly dominated by major international platforms. She proposed the introduction of a specific tax on advertising revenues generated by digital giants, as well as stronger protections for audiences—particularly young people—against intrusive, misleading, or harmful content.

Advertising as a matter of national sovereignty

In conclusion, Latifa Akharbach reaffirmed that advertising, far from being a mere market tool, is a strategic lever of media sovereignty. Properly regulated, fueled by national creativity, and guided by ethical vision, it can become, in her words, “a transformative force—one that generates value, trust, and meaning in the service of a modern, united, and sovereign Morocco.”

Translated from Abderrazzak Boussaid’s French article – le7tv