An inexpensive and easily available Moroccan natural clay, called locally Ghassoul, was employed for adsorption of methyl violet, a cationic dye, in aqueous solution. The experiments were carried out in a batch system to optimize various experimental parameters such as pH, initial dye concentration, contact time, temperature and ionic strength. The experimental data can be well represented by Langmuir and Freundlich models. The Langmuir monolayer adsorption capacity was estimated as 625 mg/g at 298. Kinetic analyses showed that the adsorption rates were more accurately represented by a pseudo second-order model. Intraparticle diffusion process was identified as the main mechanism controlling the rate of the dye sorption. In addition, various thermodynamic activation parameters, such as Gibbs free energy, enthalpy, entropy and the activation energy were calculated. The adsorption process was found to be a spontaneous and endothermic process. The obtained results confirmed the applicability of this clay as an efficient and economical adsorbent for cationic dyes from contaminated water. (C) 2011 Elsevier B.V. All rights reserved.