Authorities in Abu Dhabi are taking stringent measures to ensure that licensed businesses adhere to guidelines related to partnerships with social media influencers. The Department of Economic Development (ADDED) has issued a warning to businesses that non-compliance could lead to closure or hefty fines ranging from Dh3,000 to Dh10,000.
Key Compliance Areas
Licensing Requirements for Social Media Influencers: Abu Dhabi
Social media influencers must obtain a licence from the department before they can advertise services through websites.
Permits for Economic Establishments
Economic establishments are required to obtain a permit from ADDED, Abu Dhabi when engaging in any advertising activity, including advertisements, marketing, or other promotional activities.
Valid Licences for Contracting
Businesses must ensure they have a valid licence issued by ADDED when contracting with influencers and social networking sites.
Historical Context
In 2018, the National Media Council (NMC) issued rules stating that social media influencers who earn money from promoting brands and businesses must secure a media licence. A similar reminder was issued in 2019, warning unlicensed paid social media influencers to obtain a licence or face a fine of Dh5,000.
Monitoring and Enforcement
NMC has a dedicated team that monitors illegal activities on social media and other online platforms. These regulations are part of a broader effort to regulate the lucrative industry of social media influencing, where individuals with large followings on platforms like Instagram and TikTok demand significant fees for brand promotions.
Distinction Between Paid and Unpaid Influencing
Normal media influencers who share everyday content with their followers are not required to have a licence. They can recommend restaurants and other services as long as they are not receiving payment for these promotions.
Additional Licensing Requirements
The regulations also mandate that news websites, electronic publishing outlets, and on-demand printing, including commercial activities conducted through social media within the UAE, must first obtain a licence from the NMC. Those using social media to promote brands and businesses for monetary gain must also get a media licence issued by the NMC.
Conclusion
The new regulations underscore the importance of compliance with ADDED’s guidelines for businesses and social media influencers in Abu Dhabi. The authorities are committed to ensuring that all promotional activities conducted through social media are properly licensed and regulated to maintain the integrity and legal standards of the advertising industry in the emirate.
