80% of online sales transactions escape state control!

African Manager

18-03-2025

The booming e-commerce activity on social media in Tunisia has opened the door wide to scams and fraud. While several pages have built a reputation for reliability by often delivering products that match their descriptions, others have opted for easy gains.
Online, numerous groups have been created by internet users to expose scams and fraudulent schemes frequently encountered on social media, particularly on Facebook, the most widely used platform in Tunisia, with 7,625,400 local users, representing 64% of the country's internet users.
Scammers use social media to sell dubious products. They lure customers with deceptive advertising messages promising wonders. However, once the consumer falls into their trap, they quickly realize the truth.
Call for regulation of online marketing and promotion
MP Olfa Marouani stated that 88 of her colleagues in the Assembly of People's Representatives (ARP) have submitted Proposal Law No. 42/2024, which aims to regulate marketing and promotional activities on websites and social media platforms.
Speaking on Express FM, she explained that the main motivation behind this proposal is the awareness of the risks associated with these transactions, which pose a direct threat to individuals, businesses, society, and the state as a whole, as well as a danger to the economy.
In 2023, monetary transactions were estimated at 149 million operations, with a value exceeding 25 billion dinars, 80% of which escaped state control and taxation.
She added, 'This represents a complete destruction and sabotage of the national economy, while exposing citizens to all forms of fraud and deception, with no guarantees or laws to protect them.'
Marouani also highlighted that a recent report from the Consumer Protection Organization indicates that the average Tunisian citizen files five complaints per day and 25 complaints per week, 38% of which are related to social media scams.
According to Marouani, this threat endangers citizens' health and even affects education, including private tutoring, with complaints about fake diplomas.
The MP clarified that the proposed law includes 49 articles covering all aspects, with protective measures for both sellers and buyers. It is currently under review by the relevant committee and remains open to potential amendments, with consultations planned with experts and discussions with various stakeholders.
She recalled that Tunisia was a pioneer in this field with the adoption of Law No. 38 of 2000 on electronic exchanges and commerce, but there have been no updates to keep pace with developments since then.
Creation of an economic and electronic monitoring unit!
Among the key provisions of the draft law are the creation of a specialized unit for economic and electronic monitoring, the integration of all marketing actors into the digital economy, and the clarification of relationships between sellers, consumers, and delivery service providers.
The initiative is not limited to payment but also includes guarantees and after-sales services. The draft law also aims to grant consumers the right to verify products before purchase and to refuse a purchase if they are not satisfied, while imposing penalties on violators.
Marouani emphasized that this project is of utmost importance and must be developed through a participatory approach, in consultation with the Ministry of Commerce, the National Chamber of E-Commerce, institutions specialized in the digital economy, and the Ministry of Communication Technologies. She believes that debates will enrich and strengthen this proposal.
She also noted that similar experiences exist in other countries, such as Egypt, Morocco, and the United Arab Emirates, and that regulating this sector is a common practice in most countries worldwide.
Finally, she mentioned that another initiative on cybersecurity is currently under review by the relevant committee.