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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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.”
MO
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Founder: Mohammed Alnamara
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Sector: Microfinance
Current number of staff: 16
Investment stage: Series A
Investors: Family offices
The Mother
Director: Niki Caro
Stars: Jennifer Lopez, Joseph Fiennes, Gael Garcia Bernal, Omari Hardwick and Lucy Paez
Rating: 3/5
Australia men's Test cricket fixtures 2021/22
One-off Test v Afghanistan:
Nov 27-Dec 1: Blundstone Arena, Hobart
The Ashes v England:
Dec 8-12: 1st Test, Gabba, Brisbane
Dec 16-20: 2nd Test, Adelaide Oval, Adelaide (day/night)
Dec 26-30: 3rd Test, Melbourne Cricket Ground, Melbourne
Jan 5-9, 2022: 4th Test, Sydney Cricket Ground, Sydney
Jan 14-18: 5th Test, Optus Stadium, Perth
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Name: PlanRadar
Started: 2013
Co-founders: Ibrahim Imam, Sander van de Rijdt, Constantin Köck, Clemens Hammerl, Domagoj Dolinsek
Based: Vienna, Austria
Sector: Construction and real estate
Current number of staff: 400+
Investment stage: Series B
Investors: Headline, Berliner Volksbank Ventures, aws Gründerfonds, Cavalry Ventures, Proptech1, Russmedia, GR Capital
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Based: UAE
Launch year: 2021
Number of employees: 33
Sector: Software and technology
Funding: $3 million
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Company name: Fasset
Started: 2019
Founders: Mohammad Raafi Hossain, Daniel Ahmed
Based: Dubai
Sector: FinTech
Initial investment: $2.45 million
Current number of staff: 86
Investment stage: Pre-series B
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Celebrated on October 16, to coincide with the founding date of the United Nations Food and Agriculture Organisation, World Food Day aims to tackle issues such as hunger, food security, food waste and the environmental impact of food production.
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Final round
25 under - Antoine Rozner (FRA)
23 - Francesco Laporta (ITA), Mike Lorenzo-Vera (FRA), Andy Sullivan (ENG), Matt Wallace (ENG)
21 - Grant Forrest (SCO)
20 - Ross Fisher (ENG)
19 - Steven Brown (ENG), Joakim Lagergren (SWE), Niklas Lemke (SWE), Marc Warren (SCO), Bernd Wiesberger (AUT)
BACK TO ALEXANDRIA
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Starring: Nadine Labaki, Fanny Ardant
Rating: 3.5/5
if you go
The flights
Etihad, Emirates and Singapore Airlines fly direct from the UAE to Singapore from Dh2,265 return including taxes. The flight takes about 7 hours.
The hotel
Rooms at the M Social Singapore cost from SG $179 (Dh488) per night including taxes.
The tour
Makan Makan Walking group tours costs from SG $90 (Dh245) per person for about three hours. Tailor-made tours can be arranged. For details go to www.woknstroll.com.sg
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1. Bhiwadi, India
2. Ghaziabad, India
3. Hotan, China
4. Delhi, India
5. Jaunpur, India
6. Faisalabad, Pakistan
7. Noida, India
8. Bahawalpur, Pakistan
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10. Bagpat, India
Source: IQAir
Federer's 19 grand slam titles
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French Open (1 title) - 2009 bt Robin Soderling
Wimbledon (8 titles) - 2003 bt Mark Philippoussis; 2004 bt Andy Roddick; 2005 bt Andy Roddick; 2006 bt Rafael Nadal; 2007 bt Rafael Nadal; 2009 bt Andy Roddick; 2012 bt Andy Murray; 2017 bt Marin Cilic
US Open (5 titles) - 2004 bt Lleyton Hewitt; 2005 bt Andre Agassi; 2006 bt Andy Roddick; 2007 bt Novak Djokovic; 2008 bt Andy Murray
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Company name: Letswork
Started: 2018
Based: Dubai
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Results
Stage 5:
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2. Tadej Pogacar (SLO) UAE Team Emirates 00:00:03
3. Adam Yates (GBR) Ineos Grenadiers
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5. Joao Almeida (POR) Deceuninck-QuickStep 00:00:06
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1. Tadej Pogacar (SLO) UAE Team Emirates 17:09:26
2. Adam Yates (GBR) Ineos Grenadiers 00:00:45
3. Joao Almeida (POR) Deceuninck-QuickStep 00:01:12
4. Chris Harper (AUS) Team Jumbo-Visma 00:01:54
5. Neilson Powless (USA) EF Education-Nippo 00:01:56
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MATCH INFO
Championship play-offs, second legs:
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Middlesbrough 0
(Aston Villa advance 1-0 on aggregate)
Fulham 2
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Derby County 0
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Saturday, May 26, Wembley. Kick off 8pm (UAE)
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Favourite Quote: Prophet Mohammad's quotes There is reward for kindness to every living thing and A good man treats women with honour
Favourite Hobby: Serving poor people
Favourite Book: The Alchemist by Paulo Coelho
Favourite food: Fish and vegetables
Favourite place to visit: London
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Emergency phone numbers in the UAE
Estijaba – 8001717 – number to call to request coronavirus testing
Ministry of Health and Prevention – 80011111
Dubai Health Authority – 800342 – The number to book a free video or voice consultation with a doctor or connect to a local health centre
Emirates airline – 600555555
Etihad Airways – 600555666
Ambulance – 998
Knowledge and Human Development Authority – 8005432 ext. 4 for Covid-19 queries
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Started: Sept 2017
Based: UAE with a subsidiary in the UK
Industry: FinTech
Funding: Undisclosed
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Number of employees: 8