Excessive Advertising Undermines Public Service Mission

It’s a finding that sounds like an admission of helplessness.

This is not the first time the High Authority for Audiovisual Communication (HACA) has raised concerns about advertising overload in broadcasters’ programming during Ramadan. As early as July 2019, the regulator had already noted this phenomenon, especially during the fast-breaking time slot, describing it as a “concentration” of commercial advertising that was “detrimental to viewers’ comfort.” The scenario repeats itself in spring 2025. The regulator’s leadership held a plenary session on March 25 in Rabat to “reiterate” the rules of audiovisual communication legislation. The HACA’s decision-making body, the Higher Council for Audiovisual Communication (CSCA), issued reminders of best practices instead of sanctions. The intervention came just days before the end of Ramadan, striking a balance between “citizens’ rights as viewers and the economic interests” of a predominantly public-sector industry.

“The importance for broadcasters to secure advertising revenues during this high-activity period is a well-known fact and an understandable economic imperative. However, this must be balanced with the public’s greater interest—particularly for vulnerable groups like children and young audiences—who are more susceptible to overexposure to advertising.”

This recurring issue reflects a media sector that still struggles to grasp the full extent of its public service mandate. In fact, HACA begins its most recent statement with a telling phrase: “as is customary.”

Broadcasters 2M and Al Oula are especially affected, given their combined audience share during prime time (6:25 p.m. to 9:10 p.m.), which reached 67.2% between March 19 and 25, 2025, according to the Interprofessional Media Audience Center. On average, individuals aged 5 and above spend about five hours a day in front of a television screen.

“The advertising overload negatively affects the viewing experience. It also reduces the perceived value of editorial content, whether it be fiction, news, or other programming,” the regulator, chaired by Latifa Akharbach, concluded.

Faiçal FAQUIHI