Agadir – Moroccan political parties spent nearly $291,000 on advertising across Meta platforms during the 90 days leading up to the September 23 legislative elections, with the National Rally of Independents (RNI) accounting for the largest share of the recorded spending.
Data from Meta’s Ad Library, covering June 25 to September 22, shows that nine political parties and several party-affiliated figures spent a combined $290,793 on paid advertisements ahead of the vote.
The figures cover paid advertising on Meta platforms and include spending linked to some political figures’ pages. They do not cover unpaid social media posts, advertising on other platforms, offline campaign activities, or other political expenditure.
RNI accounts for largest share
The RNI recorded $189,384 in spending across 936 advertisements and three pages, representing about 65% of the total spending recorded during the period.
The party’s main page accounted for $176,664 through 873 advertisements, the RNI Program page recorded another $11,762 from 31 ads, while the page of party-affiliated figure Mohamed Chaouki spent $958 on 32 advertisements.
The Authenticity and Modernity Party (PAM) ranked second in spending, with $61,343 across 1,769 advertisements.
PAM’s official page accounted for $32,087 and 886 ads, while Fatima Ezzahra El Mansouri’s page recorded $20,506 across 663 ads, and Mehdi Bensaid’s page spent $8,750 on 220 advertisements.
These figures show a difference in the average spending per advertisement. RNI spending amounted to roughly $202 per ad, compared with about $35 for PAM.
The Istiqlal Party (PI) recorded $21,256 for 225 advertisements, while the Socialist Union of Popular Forces (USFP) spent $11,892 across 114 ads. The USFP figure includes $1,081 spent through 11 advertisements on the page of its leader, Driss Lachguar.
The Party of Progress and Socialism (PPS) recorded $5,638 for 214 advertisements.
The remaining parties included in the dataset registered substantially lower amounts. The Federation of the Democratic Left (FGD) spent $926 across 99 ads, the United Socialist Party (PSU) spent $219 across nine ads, the Justice and Development Party (PJD) spent $84 across nine ads, and the Popular Movement (MP) recorded $51 across four ads.
Together, the RNI and PAM accounted for approximately $250,727, or 86% of the total spending recorded for the nine parties.
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