Nepal brings social media, AI advertising under new national policy

Nepal's government has officially brought advertising on social media and digital platforms under formal regulatory oversight with the approval of the National Advertising Policy 2026. The policy, greenlit by a Cabinet meeting, aims to tackle emerging challenges by incorporating technologies like artificial intelligence, deepfakes, influencer marketing, and sponsored content into the existing regulatory framework.

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At a time when celebrity and influencer identities are being misused globally, bringing this under regulation will address the massive hardships faced by our creators. However, simply framing rules is not enough. Monitoring and enforcement will be the most difficult and important part.

A key provision requires sponsored content and influencer marketing on social media to be clearly self-declared. Furthermore, advertising generated using artificial intelligence, including deepfake content, will be subject to regulation. The government intends to fully implement this framework within two years, fostering coordination among federal, provincial, and local authorities.

Ranjit Acharya, chief at Prisma Advertising, views the regulation of AI and deepfake use as necessary, but emphasizes that successful implementation and monitoring will be critical. "At a time when celebrity and influencer identities are being misused globally, bringing this under regulation will address the massive hardships faced by our creators," he stated. "However, simply framing rules is not enough. Monitoring and enforcement will be the most difficult and important part."

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Without adequate preparation and infrastructure, there is a risk that the policy will remain on paper.

Acharya noted that while digital platforms, social media, and influencer marketing have seen significant expansion, this marks the first time they are formally included in a regulatory scope. The Ministry of Information and Communication will lead the regulation of digital advertising, supported by the Office of the Prime Minister and Council of Ministers and the Advertising Board. He cautioned that both the ministry and the regulator need to be digitally equipped to effectively monitor online advertising, otherwise the policy risks remaining merely on paper.

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If properly enacted and enforced, Nepal’s advertising market could begin to see positive effects within two to three years.

Laxman Humagain, former chair of the Advertising Board, echoed the sentiment that the policy requires strong accompanying legislation for effective enforcement. "If properly enacted and enforced, Nepal’s advertising market could begin to see positive effects within two to three years," he predicted. "This is the first comprehensive advertising policy in Nepal. For the first time, coordination among all three tiers of government has been ensured in regulation and monitoring." The policy also aims to ban misleading advertisements and balance advertising across traditional and digital media.

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This is the first comprehensive advertising policy in Nepal. For the first time, coordination among all three tiers of government has been ensured in regulation and monitoring.