The relevance and governance of public policies in favor of Geographical Indications in Morocco are analyzed from the example of the Argane tree area, with the Protected Geographical Indication of Argane oil and the certification project of the Kid Meat in Essaouira. Relying on various programmatic documents, interviews and the reports of several seminars and workshops, we show that these Geographical Indications have not been assumed and understood by local actors and not connected to the main economic issues. Generally top – down initiatives and considered as elements of modernity by the Administrations, they have largely ignored, that the local social structures are still based both on the family and the community, which does not meet the very principles of the Geographical Indication requiring more a professional and institutional support. Besides, other usual ways to qualify products have still been embedded in the population. A more precise and documented formulation of the economic and social objectives of each project for the development of the Argane tree area would need to be discussed; it should overcome their contradictions and propose management tools. These several steps should be a prerequisite before GI certification could become a local development tool and not only a communication support.