Draft rules tighten controls on fundraising campaigns and strengthen privacy protections for beneficiaries.
Dubai: Saudi Arabia is moving to prohibit the use of children in fundraising advertisements under proposed rules designed to strengthen oversight of donation campaigns and safeguard donors and beneficiaries.
The National Center for the Non-Profit Sector has published its draft Fundraising Governance Rules on the Istitlaa public consultation platform, with the public invited to submit comments and feedback until September 10.
The 18-article draft outlines requirements for fundraising licences and introduces controls covering donation appeals, advertising campaigns, in-kind donations and agreements with marketing and advertising service providers.
Under the proposed rules, fundraising advertisements would not be allowed to feature children or include misleading, exaggerated or inaccurate claims. Campaigns would also be prohibited from using language that implies guaranteed rewards, misinterpreting religious texts or publishing content that could harm the reputation of charitable work or trigger controversy.
Fundraising advertisements would also be required to carry a QR code linking to the “Donate Safely” service, enabling donors to verify the validity and scope of the relevant fundraising licence.
The draft rules also include safeguards aimed at protecting beneficiaries’ dignity. Organisations would be prohibited from photographing or portraying beneficiaries in ways that exploit their circumstances or undermine their dignity.
In addition, organisations would need to obtain consent before using individuals’ contact details for promotional communications and must provide recipients with the option to opt out at any time.
Strict controls would also govern the use of religious sites and symbols in fundraising campaigns. Photography inside the Two Holy Mosques and their courtyards would require prior approval from the relevant authority, while advertisements would be prohibited from using the names of the Two Holy Mosques, sacred symbols or images such as the Holy Kaaba.
Fundraising campaigns would also have to disclose their financial targets, the amount remaining to be raised, campaign costs and any advertising or other expenses deducted from donations.
Organisations seeking a fundraising licence would be required to meet governance standards, obtain the necessary approvals and submit a detailed plan outlining the campaign’s objectives and expected costs. The draft rules also set out requirements governing the collection, storage and disposal of in-kind donations.
The centre said the proposed framework aims to strengthen transparency, credibility, governance and regulatory compliance across the non-profit sector, while protecting the rights of both donors and beneficiaries.
