UAE's social media influencers will need licence under new media rules

The National -- Social media influencers who make money from promoting brands and businesses will need to secure a media licence under new regulations.

The move would work to professionalise and regulate the industry, the National Media Council said on Tuesday.

The licence would be similar to those that magazines and newspapers acquire from the authorities.

It is not intended to constrain creativity but to ensure earnings are above board and standards are high, the council said.

Social media influencing has become big business for personalities, with a large number of followings on channels like Instagram in particular, commanding fees of tens or hundreds of thousands of dirhams for promotional posts.

Make-up and fashion brands, luxury chains and entertainment activities are often seen promoted by UAE-based social media celebrities – an activity that was not regulated in the past.

On February 28, the NMC launched a new electronic media regulation system. Anyone involved in electronic media commercial activities will need to register and have a licence before the end of June.

Penalties for failing to do so include fines up to Dh5,000, verbal or official warning, and/or closure of the website or account.

News and entertainment websites that already possess a licence to publish will not be affected.

NMC director general Mansour Ibrahim Al Mansouri said: "The new regulations are part of the Council’s plan to promote and develop an advanced legislative and regulatory environment for the UAE media sector, keeping it up-to-speed with regards to all technological developments that have transformed media in recent times.

"Today, electronic media has become a highly influential and widespread tool; it is imperative that we enhance its reliability. Digital media is one of the fastest-growing sectors in the Middle East, especially videos, games and e-books. Regulating this sector will attract new global investments, which, in turn, will improve its development and competitiveness."

He added that the new guidelines seek to enhance the contribution of electronic media to the wider publishing industry, providing legal protection for the outlets and enhancing their competitiveness, all in an effort to increase advertising spend and grow the sector as a whole.