In this study, Moroccan crude clay of Safi, which was characterized by X-ray diffraction, is used as adsorbent for the investigation of the adsorption kinetics, isotherms and thermodynamic parameters of the Basic Red 46 (BR46) in aqueous solutions at various dye concentrations, adsorbent masses and pH values. The results showed that the adsorption capacity of the dye increased by initial dye concentration and pH values. Two kinetic models (the pseudo-first-order and the pseudo-second-order) were used to calculate the adsorption rate constants. The adsorption kinetics of the basic dye followed pseudo-second-order model. The experimental data isotherms were analyzed using the Langmuir, Freundlich and Dubinin-Radushkevish equations. The monolayer adsorption capacity for BR46 dye is 54 mg/g of crude clay. Nearly 20 min of contact time was found to be sufficient for the dye adsorption to reach equilibrium. Thermodynamical parameters were also evaluated for the dye-adsorbent system and revealed that the adsorption process is exothermic in nature. (C) 2009 Elsevier B.V. All rights reserved.