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Egypt's endowment minister urges mechanism to regulate advertising industry in Egypt

Friday 09-06-2017 - 12:51 PM

Mohammed Attia

A controversial commercial depicting suffering of poor people in Upper Egypt

Cairo- Egypt's Minister of Endowments Dr. Mohamed Mokhtar Jumaa has called for developing a mechanism to regulate the advertising industry in Egypt.

Egypt's Minister of Endowments Mohamed Mokhtar Jumaa

In a statement on Friday, June 9, Jumaa said commercials aired on Egypt’s TV channels prompting people to donate money to the needy should take into account the cultural and humanitarian situation in Egypt.

Such exaggerated commercials tarnish the image of Egypt abroad and hurt the feelings of the needy people, the minister pointed out.

Grand Imam of Al-Azhar Dr. Ahmed El-Tayeb had earlier responded to a request by the Higher Council for Media Regulation to suspend a TV commercial depicting the shortage and contamination of drinking water in Upper Egypt.

The controversial commercial, in which actress Dalal Abdel Azizi was in, had caused public outrage after filming a poor woman from Upper Egypt suffering from hardships of polluted water in her village.