Casablanca – Data from Meta’s Ad Library, covering the period from March 11, 2021 to August 17, 2026, puts Tourism Minister Fatim-Zahra Ammor at the top among government figures whose personal pages appeared in the platform’s political advertising records.
Advertisements linked to her page amounted to $45,793 (MAD 422,000), across 296 ads. By comparison, advertisements associated with Aziz Akhannouch, head of government and leader of the National Rally of Independents (RNI), amounted to $25,607 (MAD 236,000), across 94 ads.
The difference in spending is around MAD 186,000, while the number of advertisements linked to Ammor’s page is more than three times that of the head of government.
Other government figures also appear in the data. Fatima-Zahra Mansouri, Minister of National Territory Planning, Urban Planning, Housing and City Policy and national coordinator of the collective leadership of the Authenticity and Modernity Party (PAM), recorded $22,652 (MAD 209,000), across 676 advertisements.
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Mohamed Mehdi Bensaid, Minister of Youth, Culture and Communication, recorded $18,765 (MAD 173,000), across 1,510 advertisements. He has the highest number of advertisements among the four figures examined, despite spending less than Ammor.
The comparison becomes more notable when ministers’ personal pages are considered alongside the institutional pages of their departments.
In Bensaid’s case, 6,594 advertisements associated with the Ministry of Youth, Culture and Communication appear in the Meta data, together recording about $63,138 (MAD 582,000). The ministry’s advertising presence is therefore considerably larger than that of Bensaid’s personal page.
Ammor’s page stands out from the institutional model
Ammor’s case is different. The advertising figure attributed to her is attached to her personal page, rather than to a Facebook page carrying the name of the Ministry of Tourism, Handicrafts and Social and Solidarity Economy.
The ministry’s broader digital ecosystem includes tourism-focused entities such as the Moroccan National Tourist Office (ONMT), as well as institutions linked to the handicrafts sector, such as Maison de l’Artisan, and the social and solidarity economy sector, including the Office for the Development of Cooperation (ODCO). These entities, however, do not represent the ministry’s full institutional portfolio.
This does not establish that Ammor’s advertising was intended to promote her personally, nor does Meta’s data indicate who ultimately financed the campaigns. The figures could not, on their own, determine whether the spending came from an institutional budget, another source or Ammor herself.
What the data does establish is which pages received the paid visibility. In Ammor’s case, that visibility is attached to a page bearing the minister’s name, while Bensaid’s case shows a much stronger advertising presence attached directly to the institution he heads.
Meta’s figures therefore put Ammor ahead of the other government figures examined in advertising spending, while also revealing different approaches to how government communication is presented to users online.
