Individuals and organisations conducting “commercial activities” via social media in the UAE are now required to attain a media licence under a new directive announced on Tuesday.
The National Media Council (NMC) has unveiled a set of regulations for electronic media, which govern all online activities, including e-commerce; publishing and selling of print, video, and audio material; as well as advertising.
The new rules require news websites, electronic publishing outlets, and on-demand printing, including commercial activities conducted through social media within the UAE, to first get a media licence from the NMC.
It also impacts social media influencers in the country who are getting paid by promoting brands, businesses and products in platforms such as Facebook, Instagram, Snapchat and the likes.
However, NMC noted that normal media influencers share content with their followers don’t need a licence. They can recommend different brands and products as long as they are not being paid to do so.
The licence, according to NMC, would be similar to those that magazines and newspapers acquire from the authorities.
Social media is among the most popular platform in the Middle East region, with Qatar and UAE having the highest social media penetration of any country in the world (both 99 percent), according to a study.
A survey conducted by BPG Cohn & Wolfe in tandem with YouGov, revealed that beauty, fashion and food are areas where UAE residents are ‘most likely to turn to social media influencers for recommendations’.
In addition, 63 percent of those polled admitted that they are more likely to buy fashion or beauty products based on what these influencers might say.
According to NMC, the new rule is not intended to constrain creativity but to ensure earnings are above board and standards are high. “Today, electronic media has become a highly influential and widespread tool; it is imperative that we enhance its reliability,” said NMC director-general Mansour Ibrahim Al Mansouri.
Businesses promoting their own products on social media won’t need an NMC licence.
Those affected need to register by the end of June or face a AED 5,000 fine.
