Female YouTubers and Digital Entrepreneurship in Morocco: A Legal Approach

This paper examines the legal challenges of female digital entrepreneurship in Morocco. It focuses on four Moroccan female YouTubers: Asmaa Beauty, Ikram Bellanova, Kawtar Bamo, and Rania Vlogs. The study uses qualitative content and discourse analysis of 40 YouTube videos to understand how these women develop personal brands, share information, promote products, and build relationships with audiences. It also examines the legal questions connected to their activities, including advertising, consumer protection, privacy, intellectual property, commercial contracts, and freedom of expression. The paper discusses the wider concern about criminal proceedings involving social media content in Morocco, without making claims about unverified individual cases. The findings suggest that female YouTubers operate as digital entrepreneurs whose personal and commercial activities are closely connected. This creates legal challenges that deserve greater attention. The paper argues that clearer legal guidance could help protect content creators, consumers, and businesses while supporting women's participation in Morocco's digital economy.