The Moroccan Consumer Protection Observatory has sounded the alarm over a growing wave of “shock offers” spreading across the country, warning that countless food products are being sold at suspiciously low prices both in stores and online, especially on Instagram and TikTok.
In a statement, the watchdog said it has documented a “worrying surge” of accounts and shops promoting products at prices that make “no economic sense.”
Canned goods, for example, have been spotted selling for as little as MAD 2, even though their real market price is over MAD 7. Cheese, oils, and other goods are also being sold for less than half their usual cost.
Many of these items, the group said, are close to expiry dates or of unknown origin, often advertised under slogans like “stock clearance” or “limited-time offer.”
These online sellers are targeting consumers mainly in Casablanca (Ain Sebaa, Bernoussi), Rabat, Tangier, Marrakech, and Fez, the observatory noted.
It warned that the marketing strategy, known internationally as “Offre Choc,” or “shock offer,” is being twisted into a tool for deception in Morocco.
Typically, this method involves displaying fake discounts of over 70%, showing an exaggerated old price beside an unrealistically low new one, and pushing a sense of urgency to make buyers act fast.
But according to the Observatory, what’s happening now goes beyond aggressive marketing, it’s turning into outright fraud, with expired, damaged, or rejected products being dumped on unsuspecting Moroccan consumers.
Citing Moroccan consumer protection laws, the observatory reminded that law 31.08 prohibits misleading or incomplete advertising, while law 104.12 criminalizes deceptive commercial practices that harm fair competition.
Law 28.07, which regulates food safety, also bans any product that fails to meet national health standards.
The Observatory said it will take legal action against any shop or online page proven to be selling unsafe or counterfeit goods or luring buyers with false promotions.
It also pledged to file complaints with the Ministry of Industry and Trade, ONSSA (the national food safety office), local authorities, and the public prosecutor.
The watchdog urged Moroccan consumers to stay alert, verify product origins and expiry dates, and report suspicious sellers or pages.