Influencers must obtain a licence from the relevant department before advertising services through websites
Authorities in Abu Dhabi have issued new guidelines for businesses partnering with social media influencers to ensure compliance and avoid hefty fines or closure. The Department of Economic Development (ADDED) emphasizes the following key compliance areas:
- Licensing for Social Media Influencers:
- Social media influencers must obtain a license from ADDED before advertising services on websites.
- Permits for Advertising Activities:
- Economic establishments must secure a permit from ADDED for any advertising activities, including advertisements, marketing, or promotional activities.
- Valid Licenses for Contracting:
- Economic establishments must ensure they have a valid ADDED-issued license when contracting with influencers and social networking sites.
Failure to comply with these regulations can result in fines ranging from Dh3,000 to Dh10,000 or business closure. These measures are part of ongoing efforts to regulate the burgeoning industry of social media influencing, which has seen significant growth with influencers commanding substantial fees for brand promotions on platforms like Instagram and TikTok.
Additionally, since 2018, the National Media Council (NMC) has required social media influencers who earn money from brand promotions to obtain a media license. The NMC reiterated this requirement in 2019, warning unlicensed influencers of fines up to Dh5,000. Regular social media users who share personal recommendations without financial compensation do not need a license.
The regulations extend to news websites, electronic publishing outlets, and commercial activities conducted via social media within the UAE, all of which must secure a license from the NMC to operate legally. This comprehensive regulatory framework aims to ensure transparency and accountability in the digital advertising space.
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