A surge in unsolicited flyers being wedged into door handles, windshields and front gates has sparked concern, with a Shura Council member calling on the government to take tough action.
Dr Ali Ahmed Al Haddad warned about the uncontrolled spread of hand-delivered advertisements, which he said has become a nuisance and a growing source of neighbourhood litter.
In a written response to the legislative query, Industry and Commerce Minister Abdulla bin Adel Fakhro clarified that his ministry is not accountable for the increasingly intrusive advertising tactics used by some businesses.
“The distribution of promotional materials to homes or vehicles does not fall under the jurisdiction of the ministry,” Mr Fakhro said, drawing a firm line on the matter.
However, the minister made one point unmistakably clear – the content printed on them remains very much the ministry’s concern.
With online scams and exaggerated promotional claims on the rise, Mr Fakhro said the ministry is intensifying its oversight of misleading commercial content.
“The ministry strictly enforces the Consumer Protection Law, which criminalises all forms of deceptive advertising,” Mr Fakhro emphasised.
“These rules apply to every advertisement – whether published online, displayed in shops or circulated through traditional or electronic media.”
This includes everything from ‘fake discounts’ to deceptive raffle claims – issues that have driven a noticeable increase in consumer complaints.
Mr Fakhro said the ministry is working hand-in-hand with the Interior Ministry’s Cybercrime Directorate to crack down on violators. Together, they have launched nationwide awareness campaigns that warn merchants about the consequences of exaggerating offers or concealing essential information – tactics the minister said are ‘unacceptable in a modern commercial environment’.
Complaints are handled through the Consumer Protection Call Centre, which Mr Fakhro said treats violations with ‘seriousness and urgency’.
The ministry has also tightened its oversight of promotional campaigns used by companies to attract customers. Before any raffle, discount offer or marketing campaign can go live, it must be reviewed and approved by the Consumer Protection Directorate.
“Licences are issued only when all the legal requirements are fully met,” the minister said.
“Commercial establishments are required to display the licence at their storefront. Not doing so is a clear violation.”
This requirement applies even to campaigns conducted through social media influencers – an increasingly popular marketing channel these days.
Backed by inspectors, the ministry conducts periodic and surprise campaigns across all governorates to ensure businesses follow advertising rules and hold the proper licences. These inspections often result in warnings, fines or mandatory corrections to misleading claims.
Mr Fakhro said consumer awareness is a powerful tool in maintaining order in the marketplace.
“We empower consumers through continuous educational efforts, reminding them to check the legitimacy of any promotional campaign before making a purchase,” he added.
“We remain committed to protecting consumers and ensuring a transparent commercial environment that supports Bahrain’s economy.”
mohammed@gdnmedia.bh
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