The frequent utilization of deceptive advertising by numerous retailers, even large ones, to advertise fake discounts has led to parliamentary inquiries into Ryad Mezzour, who serves as Morocco’s Minister of Industry and Trade.

Consumer advocacy groups have pointed out the critical lack of inspectors monitoring these ads, noting that there are merely 80 such inspectors across the country who fall under the ministry’s oversight.

Lahcen Nzihe, an advisory member for the Democratic Confederation of Labor, brought up this concern in a formal letter addressed to Minister Mezzour. Despite current regulations aimed at protecting consumers, he noted that unfair marketing tactics persist, especially around festive periods. These strategies include retailers using ambiguous signage like “complete clearance” to lure shoppers, taking advantage of the absence of specific laws governing these actions.

Consumer Protection Concerns

The President of the Moroccan Consumer Rights Federation, Bouazza Kharrati, stressed the necessity to update Law No. 31.08 concerning consumer protection due to changing discount practices like Black Friday and exclusive sales events. He pointed out that although this legislation mandates specific criteria for retailers to avoid misleading advertisements, those provisions have not been adequate enough.

Kharrati further stressed that monitoring fraudulent advertisements is nearly impossible due to the severe lack of personnel. The Directorate of Consumer Protection and Market Surveillance has only three staff members at the central level, while the ministry has just 80 inspectors across the country.

It is not possible for this small group of inspectors to oversee the whole Moroccan market,” he said, pushing for the establishment of an autonomous body dedicated to protecting consumers.

Rampant Deception in Advertising

Abdelkarim Chafii, who serves as the vice president of the Moroccan Consumer Protection Federation, echoed similar worries, emphasizing that there is minimal supervision over commercial ads. For instance, in Agadir, just two inspectors are tasked with overseeing sales activities. He pointed out that prominent stores also practice misleading marketing, frequently keeping discount signage displayed throughout the year without actually lowering prices.

Chafii stated that certain shops misleadingly advertise “buy two get one free” offers but actually charge the full price as though all three items were being purchased. He emphasized this practice constitutes clear deceit against Moroccan consumers.

Government’s Response

Minister Mezzour recognized these issues, referring to Law No. 31.08, which bans all forms of consumer deception through advertisements. Offenders can be penalized with fines between 50,000 and 1,000,000 Moroccan Dirhams. He stated that an amendment proposal for this legislation, being evaluated by the General Secretariat of the Government, seeks to clearly outline and prohibit fraudulent business activities such as pyramid schemes and false pricing tactics.

Since the start of 2024, the ministry has allegedly examined more than 300,000 sales points—which include online marketplaces—and as a result, around 15,200 infractions have been recorded and handed over to legal bodies. Mezzour stressed that the administration continues to prioritize protecting consumers’ interests and ensuring equitable trade practices; however, the efficiency of these regulatory actions is still a critical concern due to insufficient inspection staff.

Consumer rights groups are still pushing for the creation of an autonomous body dedicated to protecting consumers and enhancing the regulatory powers of advocacy organizations in order to safeguard fair trading practices in Morocco.