More than 3,000 people have been granted licences to operate as social media influencers in the UAE. Reuters
More than 3,000 people have been granted licences to operate as social media influencers in the UAE. Reuters

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



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.”

SPECS

Engine: Two-litre four-cylinder turbo
Power: 235hp
Torque: 350Nm
Transmission: Nine-speed automatic
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THE LIGHT

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How to protect yourself when air quality drops

Install an air filter in your home.

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Engine: Four electric motors, one at each wheel

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Torque: 859Nm

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Directors: Avinash Arun, Prosit Roy 

Stars: Jaideep Ahlawat, Ishwak Singh, Lc Sekhose, Merenla Imsong

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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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Guide to intelligent investing
Investing success often hinges on discipline and perspective. As markets fluctuate, remember these guiding principles:
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The%20specs
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While you're here
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
Name: ARDH Collective
Based: Dubai
Founders: Alhaan Ahmed, Alyina Ahmed and Maximo Tettamanzi
Sector: Sustainability
Total funding: Self funded
Number of employees: 4
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)