KATHMANDU: The government has approved the National Advertisement Policy, 2083, introducing a comprehensive framework to regulate traditional and digital advertising, including social media promotions, influencer marketing, and artificial intelligence (AI)-generated content.
Approved by Thursday’s Cabinet meeting, the policy aims to make Nepal’s advertising sector more transparent, accountable, competitive, and technology-friendly while strengthening consumer protection and supporting domestic industries.
Under the new policy, advertisements on digital platforms and social media will be subject to mandatory disclosure requirements. AI-generated “deepfake” advertisements will also be brought under legal regulation for the first time.
The policy provides for action against false or misleading advertisements and requires compensation for consumers who suffer losses as a result of deceptive advertising.
The government has also pledged to curb disguised advertising, including the practice of presenting advertisements as news or news as advertisements. It further seeks to prevent media outlets from publishing favorable or unfavorable news coverage based on whether advertisers purchase advertising space.
The policy envisions expanding Nepal’s advertising market, increasing its contribution to the national economy, creating employment opportunities, and protecting consumers from obscene, violent, discriminatory, or harmful content, particularly material affecting children.
To promote domestic products and services, the government plans to introduce incentives for local advertisers, while companies selling foreign products may be required to allocate a portion of their business expenditure to consumer awareness campaigns.
The policy also prioritizes inclusive and socially responsible advertising by prohibiting content that discriminates against any caste, ethnicity, religion, language, culture, gender, or community. It calls for advertisements to respect the rights and dignity of women, sexual and gender minorities, persons with disabilities, and marginalized groups.
Advertisements deemed harmful to Nepal’s sovereignty, national symbols, religious harmony, or those exploiting disasters and public tragedies for commercial gain will also be prohibited.
To improve transparency in government advertising, the policy proposes an integrated information management system for the distribution and payment of public advertisements. It also envisions strengthening the Advertisement Board and establishing national, provincial, and local mechanisms for advertisement monitoring and regulation.
The government expects the policy to modernize Nepal’s advertising industry by introducing clearer digital regulations, enhancing consumer protection, improving transparency in public advertising, and strengthening institutional oversight.
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