Google MoU without politics

IN recent weeks, the proposed agreement between Eswatini and Google has shifted from a technical discussion into a national debate. What began as a policy effort to unlock opportunities for local content creators has now become a highly politicised matter, with conflicting positions emerging from within government itself.

From what has been widely reported, the process was initially driven by Minister of Information, Communications and Technology Savannah Maziya. Her intention was always clear and, I think, widely shared among Emaswati. The goal was to ensure that content creators in the country can finally receive payments for their digital content, just as creators do in other parts of the world.

That ambition led to engagements with Google and ultimately the signing of a memorandum of understanding (MoU), aimed at initiating that process. However, the situation quickly became complicated with Prime Minister Russell Dlamini publicly distancing the government from the MoU, raising concerns about procedure, particularly around Cabinet collective responsibility and protocol. He also questioned the nature of the agreement, suggesting that it could pose risks to the country.

PUBLIC CONTRADICTIONS AND INSTITUTIONAL CLARITY

On the other hand, we have seen other Cabinet members indicating that the matter had in fact been discussed at Cabinet level, creating a sense of contradiction in the public domain.

The attorney general has since had to step in, clarifying the legal standing of an MoU in general and the processes required when government enters into agreements with external partners.

All of this has added layers of confusion, and understandably, frustration among those who are simply trying to understand what this means for the future digital content creators.

I have followed this particular matter keenly, more so with a view to strip away the politics that now engulf it. The mind boggling question for me, and I suppose it should be for all of us, is; what is actually detailed in the MoU about and why has Eswatini not yet reached the point where creators can earn directly from platforms like YouTube. From my perspective, and from everything I’ve come to understand, the issue is far more structural than political.

HOW DIGITAL MONETISATION WORKS

At its core, digital monetization is driven by advertising. That’s the most important dynamic in this equation.

When we earn on platforms like YouTube, we are not being paid simply for views — we are being paid because businesses are spending money to reach audiences. That is the engine behind everything.

And in Eswatini, that engine is still relatively small. We do not yet have a strong culture of digital advertising at scale, and that limits how much revenue can be generated within our market.

The talk about the country being a relatively small population can easily be mistaken for this explanation, but that’s not what it means. Consider a country like Monaco, with a population less than half a million, yet it is not excluded from benefiting.

PAYMENTS AND FINANCIAL SYSTEMS

Then there is the issue of payments, which I think is one of the most critical but least understood aspects. For Google to be able to pay content creators, it must be able to move money into the country reliably and at scale. This involves integrating with local banks, managing foreign currency inflows and ensuring that transactions are processed without delays or failures.

If that system is not fully aligned, the risks — both financial and operational — become too high for platforms to proceed. My understanding is that this element is one of the country’s obligations on the MoU. Can this be achieved, and within the projected timeline by the Minister of ICT? The response to this dynamic is crucial in order to manage public expectations.

REGULATORY FRAMEWORK AND LEGAL CLARITY

We also cannot ignore the regulatory environment. As a country, we must clearly define how digital income is treated — how it is taxed, how it is reported, and how digital platforms operate within our legal framework.

Without that clarity, companies are exposed to compliance risks. And in global business, uncertainty is often enough to slow things down. This dynamic probably helps to understand the context of the use of the term ‘risky’ by the Prime Minister.

ECOSYSTEM READINESS

Another layer to this is the maturity of our digital ecosystem. While we have talented creators — and we are proving that every day — the broader ecosystem is still developing.

Monetisation depends not only on content, but on a network of advertisers, agencies and structured industries that support and sustain that content. We are still building that network.

With this dynamic, I find it crucial that the MoU or what is contained in it regarding this dynamic, not only be communicated at a coordinated stakeholder level but be downscaled for easy understanding. This is important as one of the necessary stakeholders here is the public, whose role in the bigger scope of this conversation is to serve as the market.

This is why, when I perceive the MoU itself, I do not see it as a final agreement. I see it as a framework — a starting point. Another way would be to look at it as a diagnosis for our digital ecosystem, with recommendations (obligations) to help us move forward.

NATIONAL RESPONSIBILITIES AND READINESS

With this understanding, it is quite clear that the responsibilities are quite significant and, actually, that the issues are more technical and structural than political.

The country must ensure that its financial systems can support international payments. For instance, does anyone know why PayPal is not supported as a payment platform in the local market?

That means aligning our banking sector with global platforms like AdSense and making sure that creators can receive earnings without unnecessary barriers.

We must also establish a clear and workable tax framework for digital income so that both creators and companies know exactly where they stand. This aspect cannot happen without a clear policy framework and the involvement of relevant implementing partners and regulatory bodies.

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Policy stability is another critical factor. If regulations are unclear or constantly changing, it becomes difficult for any global company to commit to long-term investment. At the same time, we must strengthen our data protection standards to align with international expectations, ensuring that user and financial data are handled securely. The recently enacted Data Protection framework is actually a fundamental enabler in this regard.

Infrastructure is also part of the equation. Infrastructure in this context refers to reliable internet access and affordable data, which are essential if we are to grow a digital market. I am sure a majority of our readers here will agree that the country is not yet fully satisfied with our network efficiency and data pricing structure.

And perhaps just as important, we need to encourage our own businesses to invest in digital advertising. Without advertisers, there is no revenue to share. We need to quickly crush the idea that simply generating a lot of views qualifies a content creator for a payout. I am afraid that we will mislead a lot of people if we do not talk about content monetisation in the full context it exists in.

GOOGLE’S ROLE IN THE PROCESS

On the other side, Google also has a role to play. As these conditions are met, it is expected to gradually open access to monetisation programmes, particularly through YouTube. This includes enabling creators in Eswatini to participate in revenue-sharing systems and receive payments directly.

But as already indicated, this is not simply a matter of putting the country on the payouts list for the sake of appeasing the local community. Google has reasonable expectations for this deal to make business for them as well.

CREATOR STRATEGY AND POSITIONING

Considering how life-changing this development is for the country, it has been highly necessary to put this conversation into perspective.

The politics may subside at any moment but the real issues will remain. It is critical therefore for the nation to get the full picture of this development and not be fully influenced by the politics around it. While the policy discussions continue, we cannot afford to stand still.

For those who are already building audiences beyond the kingdom — especially in larger markets — have done well to position themselves ahead of the curve.

When content monetisation fully opens, it will certainly not be a level playing field. It will favour those who are already visible, already consistent, and already understand content creation with a global mindset.

FINAL THOUGHTS

So yes, the politics may have been loud and disorienting. But when I look at the bigger picture, I see something bigger.

I see a country in transition, trying to align itself with a global digital economy that operates on strict systems and standards. The opportunity is real, it’s just not automatic. It will largely depend on how well we, as a country, are willing and prepared to build the structures required to support it. Until next week,

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