The Public Utilities Regulatory Authority (PURA) has introduced a price floor of GMD 50 per gigabyte and has reinforced quality-of-service (QoS) standards to safeguard consumers from the negative consequences of the recent data tariff “price war.”
While consumers initially welcomed steep price cuts, the unsustainable reductions triggered a market failure: networks became congested, internet speeds slowed, calls dropped, and coverage weakened especially outside urban centers. Left unchecked, this deterioration would have undermined both consumer welfare and long-term digital development.
“Cheap data that doesn’t work is no victory for consumers,” PURA’s responsibility is to act when the market fails. This intervention restores balance ensuring affordable prices, but also reliable and sustainable service for every Gambian.”
Why PURA Took Decisive Action:
· Market Failure: The price war created unsustainable conditions, discouraging investment and threatening network quality.
· Regional Benchmark: The African average is USD 1 per GB, which is equivalent to GDM 71 per GB. PURA’s floor of GMD 50 per GB is about 70% of that benchmark, reflecting local realities while ensuring operators can cover costs and reinvest.
· Consumer Protection: This policy is not about shielding companies from competition but preventing destructive undercutting that results in poor services and sector instability.
· Safeguard Government revenue through taxation.
Benefits to Consumers
The intervention is designed to deliver tangible value:
· Making data more consistent, affordable and fairer for consumers across The Gambia.
· Better quality internet and voice services with faster speeds and fewer drops
· Continued investment in infrastructure towers, backhaul, and nationwide coverage
· Support for education, healthcare, and businesses that rely on reliable connectivity
Safeguards to Ensure Fairness
To protect the public interest, PURA is introducing transparency and accountability measures:
· Publication of the cost model underpinning the price floor
· An assessment to introduce lifeline packages for vulnerable groups
· Clear QoS benchmarks tied to pricing
· Regular public reporting and audits
Commitment to Engagement
PURA’s role is not just to regulate and is equally also not to ask any operator to stop promotions, but to protect quality, fairness, and sustainability in the market. We will, therefore, continue engaging with citizens, the media, and stakeholders to ensure this policy protects consumers while enabling the investments needed to build a stronger digital future.
