Fundraising campaigns could soon look a little different in Saudi Arabia. Newly proposed rules are now placing greater emphasis on transparency, dignity and responsible advertising.
The National Center for the Non-Profit Sector has published draft Fundraising Governance Rules on the Istitlaa public consultation platform, giving the public until Thursday, 10 September to share feedback. If adopted, the 18-article framework would introduce clearer rules around donation campaigns, advertising, fundraising licences and the use of marketing and advertising services.
What Could Change for Fundraising Campaigns?
One of the most notable proposals is a ban on featuring children in fundraising advertisements. The draft also takes aim at misleading or exaggerated claims, language that suggests guaranteed rewards and content that could misrepresent religious texts, incite controversies or harm the reputation of charitable work.
For people making donations, the proposed rules would make it easier to check where their money is going. Fundraising advertisements would need to include a QR code linking to the Donate Safely service. This will allow potential donors to verify a campaign’s licence and what it is authorised to raise money for.
Campaigns would also need to be more upfront about the numbers. Organisations would be expected to state their fundraising target, how much is still needed, as well as campaign and advertising costs deducted from donations.
The proposed rules also focus on how beneficiaries are represented. Charities would not be allowed to photograph or portray people in ways that compromise their dignity or make use of their difficult circumstances for promotional purposes.
There would also be tighter rules around personal information. Organisations would need permission before using people’s contact details for promotional messages, while recipients would have the right to opt out whenever they choose.
Fundraising campaigns involving religious sites and symbols would also face specific restrictions. Photography inside the Two Holy Mosques and their courtyards would require prior approval. Advertisements would not be permitted to use the names of the Two Holy Mosques, sacred symbols or images such as the Holy Kaaba.
Organisations seeking fundraising licences would need to meet governance requirements, obtain the necessary approvals and provide details of their proposed campaigns, including their objectives and expected costs. The draft also covers the handling, storage and disposal of in-kind donations.
For donors, the changes could ultimately mean greater clarity when deciding which campaigns to support and more confidence that fundraising appeals are properly authorised.
The rules are currently proposals rather than final regulations. The National Center for the Non-Profit Sector says the framework is intended to strengthen transparency and trust across the non-profit sector while protecting both donors and the people receiving support.
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