Egypt’s Ad Campaign for Investment Law Glosses over Economic Challenges

Source: The Tahrir Institute For Middle East Policy
Author(s): Mohamed El Dahshan

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A television commercial showed beautiful young people walking out on their daily jobs, launching a homemade jam company, a food truck, or a designer furniture store. A voiceover promised that the new investment law will give “exceptional incentives to small companies, especially youth, women, entrepreneurs, and startups.” The unusual advertisement, which began airing during evening prime time throughout June as viewers tuned in to watch their favorite Ramadan soap operas, closed with the logo of the Egyptian Ministry of Investment and International Cooperation (IIC) and a tag line: “The picture is shifting.”…

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