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.
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Social influencers
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The inside view of Forbes’ new list of the top online influencers
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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.
For instance, under the new law, global companies who sell media content online that operate from abroad can now acquire a licence and open branch offices in the UAE.
“So we are opening the door for global companies to open branches in the UAE,” he said.
Ahmad Bashour, general manager of ITP Live, one of the region’s largest social influencer agencies, said the industry has been longing for such a move.
“This is great news for the influencer marketing industry here in the UAE,” he said. “Brands, agencies, platforms and professional influencers will only benefit from this positive step.
“ITP Live has been calling for increased regulation and more transparency, which this market was in need of and the NMC has taken this bold move to keep the standards high.”
He said this also shows that the government acknowledges that influencers are now a part of the overall media landscape.
Stanley Ekure, an American social media influencer based in the UAE known to his Snapchat followers as Antara Bilal bin Shadad Al Mazrouei, said the license is a positive move for both influencers and the market.
He personally would not have to acquire the new NMC license because his role as influencer is to promote Emirati culture and aspiring local projects without getting paid. Nonetheless, he welcomed the move to regulate the activity.
“I personally do not think it is going to affect your business or anything like that, it’ll just be a credential.
“I believe they are trying to make people accountable ... regulation in anything is good because it brings stability.
“And I believe there are certain requirements before you get the license, so they will tell you what standards you should have in terms of your content.
“I think it is a forward thinking idea.”
Mr Ekure also believes there should also be a dialogue between the council and influencers.
“They could have a meet-and-greet and see what we need as social media people to be successful, because at the end of the day we are promoting the UAE so there should be a bridge where we can express ideas.”
SPECS
Engine: Two-litre four-cylinder turbo
Power: 235hp
Torque: 350Nm
Transmission: Nine-speed automatic
Price: From Dh167,500 ($45,000)
On sale: Now
THE LIGHT
Director: Tom Tykwer
Starring: Tala Al Deen, Nicolette Krebitz, Lars Eidinger
Rating: 3/5
How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
The specs
Engine: Four electric motors, one at each wheel
Power: 579hp
Torque: 859Nm
Transmission: Single-speed automatic
Price: From Dh825,900
On sale: Now
The Sand Castle
Director: Matty Brown
Stars: Nadine Labaki, Ziad Bakri, Zain Al Rafeea, Riman Al Rafeea
Rating: 2.5/5
How to avoid crypto fraud
- Use unique usernames and passwords while enabling multi-factor authentication.
- Use an offline private key, a physical device that requires manual activation, whenever you access your wallet.
- Avoid suspicious social media ads promoting fraudulent schemes.
- Only invest in crypto projects that you fully understand.
- Critically assess whether a project’s promises or returns seem too good to be true.
- Only use reputable platforms that have a track record of strong regulatory compliance.
- Store funds in hardware wallets as opposed to online exchanges.
GOLF’S RAHMBO
- 5 wins in 22 months as pro
- Three wins in past 10 starts
- 45 pro starts worldwide: 5 wins, 17 top 5s
- Ranked 551th in world on debut, now No 4 (was No 2 earlier this year)
- 5th player in last 30 years to win 3 European Tour and 2 PGA Tour titles before age 24 (Woods, Garcia, McIlroy, Spieth)
COMPANY%20PROFILE
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Paatal Lok season two
Directors: Avinash Arun, Prosit Roy
Stars: Jaideep Ahlawat, Ishwak Singh, Lc Sekhose, Merenla Imsong
Rating: 4.5/5
Cryopreservation: A timeline
- Keyhole surgery under general anaesthetic
- Ovarian tissue surgically removed
- Tissue processed in a high-tech facility
- Tissue re-implanted at a time of the patient’s choosing
- Full hormone production regained within 4-6 months
KEY%20DATES%20IN%20AMAZON'S%20HISTORY
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more from Janine di Giovanni
Vidaamuyarchi
Director: Magizh Thirumeni
Stars: Ajith Kumar, Arjun Sarja, Trisha Krishnan, Regina Cassandra
Rating: 4/5
COMPANY%20PROFILE%20
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ENGLAND SQUAD
Goalkeepers: Jack Butland, Jordan Pickford, Nick Pope
Defenders: John Stones, Harry Maguire, Phil Jones, Kyle Walker, Kieran Trippier, Gary Cahill, Ashley Young, Danny Rose, Trent Alexander-Arnold
Midfielders: Eric Dier, Jordan Henderson, Dele Alli, Jesse Lingard, Raheem Sterling, Ruben Loftus-Cheek, Fabian Delph
Forwards: Harry Kane, Jamie Vardy, Marcus Rashford, Danny Welbeck
Emergency
Director: Kangana Ranaut
Stars: Kangana Ranaut, Anupam Kher, Shreyas Talpade, Milind Soman, Mahima Chaudhry
Rating: 2/5
57%20Seconds
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Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
Results
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COMPANY%20PROFILE
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Guide to intelligent investing
Investing success often hinges on discipline and perspective. As markets fluctuate, remember these guiding principles:
- Stay invested: Time in the market, not timing the market, is critical to long-term gains.
- Rational thinking: Breathe and avoid emotional decision-making; let logic and planning guide your actions.
- Strategic patience: Understand why you’re investing and allow time for your strategies to unfold.
The%20specs
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If you go:
Getting there:
Flying to Guyana requires first reaching New York with either Emirates or Etihad, then connecting with JetBlue or Caribbean Air at JFK airport. Prices start from around Dh7,000.
Getting around:
Wildlife Worldwide offers a range of Guyana itineraries, such as its small group tour, the 15-day ‘Ultimate Guyana Nature Experience’ which features Georgetown, the Iwokrama Rainforest (one of the world’s four remaining pristine tropical rainforests left in the world), the Amerindian village of Surama and the Rupununi Savannah, known for its giant anteaters and river otters; wildlifeworldwide.com
COMPANY PROFILE
Name: HyperSpace
Started: 2020
Founders: Alexander Heller, Rama Allen and Desi Gonzalez
Based: Dubai, UAE
Sector: Entertainment
Number of staff: 210
Investment raised: $75 million from investors including Galaxy Interactive, Riyadh Season, Sega Ventures and Apis Venture Partners
The biog
Name: Fareed Lafta
Age: 40
From: Baghdad, Iraq
Mission: Promote world peace
Favourite poet: Al Mutanabbi
Role models: His parents
The specs
Engine: 2.7-litre 4-cylinder Turbomax
Power: 310hp
Torque: 583Nm
Transmission: 8-speed automatic
Price: From Dh192,500
On sale: Now
COMPANY PROFILE
Founders: Alhaan Ahmed, Alyina Ahmed and Maximo Tettamanzi
Total funding: Self funded
How to apply for a drone permit
- Individuals must register on UAE Drone app or website using their UAE Pass
- Add all their personal details, including name, nationality, passport number, Emiratis ID, email and phone number
- Upload the training certificate from a centre accredited by the GCAA
- Submit their request
What are the regulations?
- Fly it within visual line of sight
- Never over populated areas
- Ensure maximum flying height of 400 feet (122 metres) above ground level is not crossed
- Users must avoid flying over restricted areas listed on the UAE Drone app
- Only fly the drone during the day, and never at night
- Should have a live feed of the drone flight
- Drones must weigh 5 kg or less
THE SPECS
Engine: 1.5-litre
Transmission: 6-speed automatic
Power: 110 horsepower
Torque: 147Nm
Price: From Dh59,700
On sale: now
The specs
Engine: 3.0-litre six-cylinder turbo
Power: 398hp from 5,250rpm
Torque: 580Nm at 1,900-4,800rpm
Transmission: Eight-speed auto
Fuel economy, combined: 6.5L/100km
On sale: December
Price: From Dh330,000 (estimate)