Saudi Draft Rules Would Ban Children From Fundraising Adverts

Saudi Arabia is considering new rules that would prohibit the use of children in fundraising advertisements as part of a broader effort to tighten oversight of donation campaigns and protect donors and beneficiaries.

The National Center for the Non-Profit Sector has published the draft Fundraising Governance Rules on the Istitlaa public consultation platform, with comments accepted until September 10th. The 18-article draft covers fundraising licences, advertising campaigns, donation appeals, in-kind contributions and contracts with marketing and advertising providers.

Under the proposed rules, fundraising advertisements would be barred from featuring children or including misleading, exaggerated or inaccurate information. Campaigns would also be prohibited from promising guaranteed rewards, misrepresenting religious texts or publishing material that could damage the reputation of charitable work or provoke controversy.

All fundraising adverts would be required to display a QR code linked to the ‘Donate Safely’ service, allowing donors to verify the validity and scope of a fundraising licence. Campaigns would also need to disclose their financial targets, the amount still required and any campaign or advertising costs deducted from donations.

The draft also introduces safeguards for beneficiaries, including restrictions on photography or portrayals that undermine their dignity or exploit humanitarian circumstances. Organisations would need consent before using individuals’ contact details for promotional messages and would have to provide an option to unsubscribe.

Additional controls would apply to religious sites and symbols. Photography inside the Two Holy Mosques and their courtyards would require prior approval, while fundraising adverts would be barred from using the names of the Two Holy Mosques, sacred symbols or images of the Holy Kaaba.

Entities seeking fundraising licences would also be required to meet governance standards, obtain the relevant approvals and submit detailed plans outlining campaign objectives and costs. The proposed framework also sets rules for collecting, storing and disposing of in-kind donations.