Angola seeks to protect local advertising market from digital giants

Angolan authorities are seeking to strengthen regulatory mechanisms to protect the national advertising market from the dominance of international digital platforms such as Google, Meta, and TikTok. José Matuta Cuato, the National Director of Advertising, stated that the rapid growth of digital advertising is diverting significant investment away from local companies toward foreign-based platforms.

Cuato emphasized the need for measures that ensure competitiveness for Angolan businesses and help retain economic value within the country. He noted that while digital transformation offers new opportunities, the technological and financial scale of global giants poses a challenge to local operators, particularly those relying on advertising revenue to maintain jobs and business development. The director suggested that addressing these challenges requires not only new norms but also dialogue with market stakeholders and the use of economic diplomacy.