WTO Candidates Emphasize Experience, Confidence on 2nd Day of Presentations

The headquarters of the World Trade Organization (WTO) are pictured in Geneva, Switzerland, April 12, 2017. REUTERS/Denis Balibouse/File Photo
The headquarters of the World Trade Organization (WTO) are pictured in Geneva, Switzerland, April 12, 2017. REUTERS/Denis Balibouse/File Photo
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WTO Candidates Emphasize Experience, Confidence on 2nd Day of Presentations

The headquarters of the World Trade Organization (WTO) are pictured in Geneva, Switzerland, April 12, 2017. REUTERS/Denis Balibouse/File Photo
The headquarters of the World Trade Organization (WTO) are pictured in Geneva, Switzerland, April 12, 2017. REUTERS/Denis Balibouse/File Photo

As Saudi Arabia’s candidate for the presidency of the largest international trade organization - is expected to unveil his program, the Moldovan and South Korean candidates agreed that the World Trade Organization (WTO) needed to regain the members’ confidence and to launch a series of reforms.

WTO candidates will be presenting themselves until next Friday. They will have a few weeks until September 7 to persuade the capitals, which will choose the next president during a special meeting in Geneva.

This comes after Brazilian Roberto Azevedo suddenly announced leaving his post in mid-May, and officially giving up his duties at the end of August, a year before the end of his term.

On Thursday, candidates Tudor Ulianovschi of Moldova and Yoo Myung-hee of South Korea, underlined in their speeches the need to reform the WTO work mechanism and to restore confidence by enabling it to keep pace with the 21st century’s world trade.

In his address to the WTO members, Ulianovschi said the organization was not related to the global community today and must demonstrate its importance and do more. He noted that he presented his personal vision for the reform to the organization’s advisory council.

The Moldovan candidate said the top priority for the Director-General next year was to revitalize the organization’s functions, including its negotiating ability and the involvement of all members in the global discussions.

He added that the second priority was to revive the WTO’s judicial function. As for the third priority, he emphasized the need to enhance the principles of transparency and strengthen the supervision within the international organization.

Ulianovschi has assumed the post of Foreign Minister of Moldova from January 2018 to June 2019. He held other diplomatic positions, including his country’s ambassador to Switzerland, and has diplomatic experience of about 15 years.

For her part, Yoo Myung-hee, South Korea’s Minister of Trade, presented her vision for the WTO, stressing that the organization should become “a supreme court” in international trade matters.

She also said that the WTO was at a crossroads, and therefore needed a more confident reform process and integration into the global trading system.

“The world has changed and countries have changed, so there is a need to reorganize global trade,” she stated.

On Thursday, candidates Jesus Seade Kuri from Mexico, Abdel-Hamid Mahmoud of Egypt and Ngozi Okonjo-Iweala of Nigeria revealed their programs in front of 164 members of the council.

Other candidates include former British Minister of International Trade Liam Fox and former Saudi Minister of Economy and Planning Muhammad Al-Tuwaijri.

Saudi Arabia attaches great hopes to its candidate’s victory, especially after the strong confidence expressed by the international community in the Kingdom’s role in the global economic scene.

Al-Tuwaijri held a number of meetings with WTO officials, member-states and regional groups, on the sidelines of his visit to Geneva to present his candidacy speech to the Organization’s General Council.

He met with Roberto Azevedo, the current WTO director-general, the ambassadors of Arab countries and the group of Article XII which consists of 38 members, in addition to the Latin American and Caribbean group of 33 members, in the presence of the permanent representative of Saudi Arabia to the organization.

Al-Tuwaijri is expected to present his candidacy statement to the organization’s general council this Friday, following which he will hold a press conference with media representatives.

The Saudi minister’s nomination comes amid major global challenges in the trade system and reflects the Kingdom’s commitment to driving economic growth and achieving sustainable development.



Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
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Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)

Saudi Arabia’s digital advertising sector is experiencing rapid growth, but a significant portion of its revenues is leaking to foreign platforms. To maximize the impact on the national economy, experts are calling for strategies to curb this outflow and redirect it to local channels.

The importance of retaining digital ad revenues lies in the substantial size of this market. It is estimated that approximately $1 billion in ad spent is lost annually to foreign platforms, representing a considerable loss to Saudi Arabia’s economy.

Dr. Ebada Al-Abbad, CEO of Marketing and Communications at Tadafuq, a Saudi digital advertising network, told Asharq Al-Awsat that the problem stems from the fact that although advertisers, products, and audiences are often local, the largest share of financial gains goes to foreign platforms. He estimated that 70-80% of the $1.5 billion spent on digital advertising in Saudi Arabia in 2022 went to global platforms such as Google and Facebook. This results in the national economy losing nearly $1 billion annually from this sector alone.

Al-Abbad noted that government agencies in Saudi Arabia also contribute to the outflow. He explained that public sector spending on digital advertising, intended to raise awareness among citizens and residents, frequently ends up on foreign platforms. Government spending makes up about 20-25% of the total digital ad market in the Kingdom, meaning hundreds of millions of riyals leave the country annually, weakening the local digital economy.

Al-Abbad argues that Saudi Arabia needs strong local digital ad networks to keep this revenue within the national economy. These networks would help create jobs, drive innovation, and promote cultural diversity in digital content. Developing local platforms would also enhance Saudi Arabia’s digital sovereignty by ensuring that data remains within the country and is not controlled by foreign entities.

Moreover, local networks would reduce dependence on international platforms, ensuring that the economic benefits of digital advertising remain in the Kingdom, he said, stressing that this would align with Saudi Arabia’s broader Vision 2030 goals, which emphasize building a robust, diversified economy driven by local industries and digital transformation.

Globally, the digital advertising sector is growing rapidly. In 2022, worldwide spending on digital ads reached $602 billion, and it is projected to hit $876 billion by 2026. In the Middle East and North Africa (MENA) region, the digital ad market grew to $5.9 billion in 2022, with Saudi Arabia’s market accounting for over $1.5 billion.

In other countries, the digital ad sector plays a crucial role in boosting national economies. For example, in the United States, the digital advertising industry contributed $460 billion to the GDP in 2021, about 2.1% of the total. In the UK, the sector accounted for 1.8% of GDP in 2022. This shows how important digital advertising can be in driving economic growth.

One of the key challenges facing Saudi Arabia’s digital ad sector is the dominance of global platforms like Google and Facebook, which control 60% of the global digital ad market, Al-Abbad told Asharq Al-Awsat. This dominance results in a significant outflow of revenue and allows these platforms to control digital data and content. He warned that this could undermine Saudi Arabia’s national sovereignty over its digital economy.

To counter this, he emphasized that Saudi Arabia needs to build competitive local networks that can retain a larger share of the market. This will not only keep more revenue in the country but also strengthen the Kingdom’s control over its digital data and content.