Last week, we lost access to more than two dozen social media platforms, including Facebook, Instagram, YouTube, Google, and X. The impact rippled instantly across households, businesses, and creative industries. As someone who has spent 25 years in advertising and marketing and currently serves as vice president, Advertising Association of Nepal, I recognise the intent behind the government’s move. Ensuring that global platforms register locally and comply with regulations is valid and necessary. Yet, the timing of this sudden shutdown could not be more uncomfortable, with Dashain around the corner, followed by Tihar (Deepawali), weddings, and the biggest shopping season of the year.

Dashain is not just a cultural celebration. It is Nepal’s single largest consumer and economic event. Families save their bonuses to buy clothing, gadgets, automobiles, and home appliances. Businesses prepare months in advance, while agencies like us and creators design campaigns to capture the festive spirit. For our advertising industry, nearly 30% of annual business volumes are generated during these two months. In the last decade, digital platforms have become central to campaign design, helping brands tell stories, consumers discover new products, and influencers bring campaigns alive.

A sudden shutdown at this critical time disrupts the ecosystem: entrepreneurs holding extra stock, agencies relying on campaign revenues, and creators counting on partnerships are left helpless. The ripple effect touches employees, families, and consumers alike.

Over the last few years, Nepal’s advertising and creative industries have invested heavily in digital transformation. Social media provides affordable reach, measurable results and levels the playing field enabling SMEs, startups and women-led businesses to compete with larger players. Regional entrepreneurs have used these tools to access markets once out of reach. The shutdown risks reversing these gains. Smaller entrepreneurs who cannot afford mainstream media lose their biggest lever for growth. It might also send a troubling signal to global investors: that Nepal’s digital economy is unpredictable. This matters because Nepal’s emerging IT outsourcing industry has begun contributing significantly to GDP, creating jobs and retaining young talents to stay back in Nepal. Today, there are at least 50 Nepali companies employing more than 200 people each in IT and outsourcing services, and over 10 firms with more than 500 employees. Collectively, they provide opportunities for young graduates to stay in Nepal rather than seeking jobs abroad. For them, stability in digital policy is not optional - it is essential.

We accept that the government’s concerns are valid. Around the world, governments are grappling with the same question: How to hold big tech accountable? Nepal must do so too. But accountability cannot come through blanket bans. These hurt local businesses more than multinational platforms, which barely register Nepal’s market share in their global books.

Instead, Nepal needs a phased, transparent, and consultative approach: Clear timelines for compliance, so businesses can adapt. Simplified international registration processes, replacing today’s lengthy system. Dialogue with stakeholders - industry associations, platforms, and civil society - to co-create win–win solutions.

This approach would protect jobs and creativity while ensuring regulations strengthen our ecosystem.

It is worth noting that TikTok and Viber, having already registered with the Nepal government under local requirements, remain fully operational and have experienced a sharp spike in user traffic. TikTok, with its algorithm-driven reach, is particularly empowering for non-celebrity creators, allowing them to connect with audiences in ways that were previously limited to influencers or brands with larger budgets. In the absence of other major platforms, TikTok has become a primary channel for brands to engage consumers, experiment with creative formats, and run influencer-led campaigns. For marketers, this presents a unique opportunity: campaigns can now be designed with a TikTok-first approach, ensuring content is short, engaging, and highly shareable while still being integrated with traditional channels such as TV and outdoor advertising. Meanwhile, Viber has regained significant traction as a messaging and calling platform, reclaiming its position as a key communication tool, especially among urban youth.

For this festival season, we are likely to see a campaign landscape that is TikTok-centric, supported by Viber for messaging and calls, and reinforced through traditional media, giving businesses a focused yet flexible way to reach their audiences effectively.

Dashain should be a season of joy and prosperity. What is at stake is bigger than this year’s festival season. It is Nepal’s broader vision of ‘Brand Nepal’ - a nation that must position itself as open, business-friendly, and tech-friendly. Our tourism industry has long built this brand for visitors. Now, our IT outsourcing economy and creative industries can extend it to global investors and clients. But only if Nepal projects stability, predictability, and a welcoming environment for business.

As marketers, agencies, creators, and entrepreneurs, we are resilient. We will adapt. But resilience alone is not enough. Nepal must balance accountability with opportunity. If regulation comes through transparent processes and constructive dialogue, we can preserve the gains of digital transformation while ensuring global platforms respect local laws. Because at the end of the day, true progress is measured by how wisely we build systems that foster trust, creativity, and growth for our younger generations.

The author is founder, Outreach, author of Brandsutra, and currently serves as the first vice president of the Advertising Association of Nepal.