PURA Set to Suspend Data Price Floor and Introduce Price Ceiling in 2026

Dr Njogu Bah, PURA DG © Askanwi Media

By Yusef Taylor, @FlexDan_YT

The Gambia’s Public Utilities Regulatory Authority (PURA) has announced plans to suspend the D50 per 1GB data price floor, effective 1st January 2026. At the same time, a price ceiling—the maximum price—will be set at D75 per 1GB.

PURA explained that although a price floor will no longer be applied, meaning prices can fall below D50, companies will be monitored to ensure they do not charge below their cost of service.

PURA’s decision comes four months after over 23 youths were arrested outside their offices for demonstrating against the price floor just days after its introduction. Since then, the youths have been detained in Mile 2 for three days and are currently facing legal charges for protesting without a permit.

Addressing the media at a press conference on Thursday, 19th December 2025, PURA’s Director General, Dr Njogu Bah, said that “operators shall no longer charge tariffs below their actual cost of operations.”

Further explaining the decision, PURA’s Director of Economic Regulation, Mr Burama Jammeh, noted that “during the peak of the data [price war], there was a market failure, and, in our opinion, we are mandated to put in interim measures to stabilise the market. This is not only in the interest of consumers but also in the interest of operators and government.”

Mr Jammeh revealed that “revenues were down and the quality of service was very poor, so the trend was unsustainable. We therefore decided to introduce a price floor of D50 per 1GB. That will now be replaced by cost-based pricing. Operators are no longer obliged to charge D50 per 1GB. The cost per GB will be determined by their cost of service.”

Watch the live stream of the press conference, which featured challenging questions from our journalists, in the link.

Hon Minister Lamin Jabbi MOCDE © Parliament

Fact-checking PURA and MoCDE statements

Some of PURA’s statements contradict those made by the Minister for Communications and Digital Economy (MoCDE), Hon. Lamin Jabbi, in Parliament last week, on Wednesday, 10th December 2025.

One of the concerns raised during PURA’s press conference was that the Minister had stated there was no evidence of market failure. The Minister also said that PURA would introduce a price floor and a price ceiling at a later date.

Responding to supplementary questions from a parliamentarian, Hon. Jabbi stated that “in the findings of the committee, it could not be conclusive whether there was, in fact, market failure.” This seriously undermines PURA’s central justification that a market failure necessitated the introduction of the data price floor to stabilise the market.

Minister Jabbi further stated that “PURA is currently finalising a cost-of-service study for the telecoms sector to determine the actual cost of each service provided by each operator. This will enable PURA to have a scientific methodology for determining data tariffs in the sector. After the study, both a price floor and a price ceiling are expected to be determined to give operators a range within which they must price their services.”

The Minister also stated that “the Ministry has now directed PURA to lift the price floor through a letter dated October 16, 2025.” However, it has taken over two months for PURA to suspend the D50 per 1GB price floor it introduced without concluding its study. Our reporters raised both issues, but PURA maintained that it was working to conclude the study to guide its next decision.

In his statement, Dr Bah noted that although President Barrow urged “PURA to remain acutely mindful of consumer affordability and access”, and the Honourable MoCDE requested that the price floor be abolished, PURA did not ignore these views but chose not to rush and instead conducted an independent study to inform its decision.

Mr Burama Jammeh of PURA © Askanwi Media

D75 per 1GB price ceiling

Mr Jammeh stated that “the price floor will be repealed, and in that process we just go back to where we were before.” However, this does not appear to be the case, as a price ceiling will be introduced, meaning the market will not return to its previous state.

Dr Bah also announced that a new price ceiling will take effect at the start of the year. A price ceiling is the maximum price that can be charged for a service, similar to how petrol and gasoline prices are regulated monthly by the government and its partners.

According to Dr Bah, PURA will set a “data price ceiling for mobile data at D75 per 1GB. This ceiling is informed by an independent cost study and regional benchmarking. At the commencement of the consultancy, data prices were as high as D130 per 1GB.”

To address the high prices observed, Dr Bah said, “The new ceiling therefore presents a reduction of D55 per 1GB, significantly improving affordability while remaining consistent with operator cost realities.”

Further explaining the decision, Mr Jammeh said, “The maximum that anyone can charge is now D75 per 1GB. Previously, the lowest price was D50. That has now been replaced by a maximum price.”

Data rollover valid for 30 days

One of the major concerns raised by consumers is data expiry. According to Dr Bah, “Unused data shall now roll over when a consumer resubscribes within 30 days. This directly addresses widespread consumer concerns regarding data expiry and ensures better value for money.”