Awatif Mohammad Shoqi Advocates & Legal Consultancy | View firm profile
The Media Council of UAE has mandated that all social media content creators who publish promotional, whether for a fee or for free, must now do so with an advertiser permit. This step has been taken to ensure regulatory compliance, promotion of quality talent and content, and for better transparency.
UAE Media Council
The UAE Media Council was established by Federal Decree Law No. 57 of 2022 to propose legislations, regulations, and standards necessary for the regulation and licensing of the means of information and media activities including social media and electronic publication, and to supervise their implementation. It also coordinates with government media entities in the UAE to align the national and local media policies, to support the Federation, and to highlight the concept of identity and national unity.
Adviser Permit
The Council has now made it compulsory for all individuals who publish advertising content on their social media platforms to obtain an Advertiser Permit. The permit is necessary regardless of whether the advertisement is carried out free of cost, or for a fee.
The permit is a step towards developing a flexible regulatory environment that is able to keep up with the rapidly changing nature of the media industry. The permit will also help in ensuring the quality of the content created, attract skilled creators and increase the potential of the social media influencer sector for investment.
Another major benefit of issuing permits is to reduce or eliminate misleading content, or content that can harm the general public. Unhindered advertisement on social media platforms can incentivize unregulated content that may be ambiguous or plainly deceptive. With government regulation, content creators will have a sense of responsibility to ensure the validity of the products that they are advertising or promoting.
The new permit will also help in the development of the advertising content economy and enhance the competitiveness of the digital advertising sector in the UAE. It will help in enriching the media landscape with high-quality advertising content.
Permit provided for free for three years
The advertiser permit has been declared to be free for three years for UAE citizens and residents. This is a commendable step by the government as it will work to support UAE content creators and provide them a push.
However, content creators are required to apply for the permit and once issued, these permits will be valid for one year in case of residents and citizens of the UAE, after which the permit may be renewed.
Visitor Permits
Although the one-year permit is issued to citizens and residents of the UAE, visiting content creators in the country may apply for a “Visiting Advertiser Permit”. This permit will be valid for a period of three months, after which it may be renewed for a similar period of time. Registration as a visiting advertiser is required to be completed through a licensed advertising agency or talent management agency duly authorized to operate in the UAE and approved by the UAE Media Council.
How to apply for a Social Media Advertiser Permit?
- The applicant must be at least 18 years of age to apply for the permit, although some exceptions may be granted as per the decision of the council.
- the applicant must have good conduct. He/she must not have violated media content guidelines in the past.
- In case of UAE citizens and residents applying for the one-year permit, they must have a trade license to practice electronic media from the relevant authority.
- In case of visitors applying for the visitor permits, they must be registered under an advertising agency or talent management agency accredited by the Council.
- To apply for the permission, visit the UAE Media Council’s official website.
When is an advertiser permit not required?
The council has specified certain scenarios where an advertiser permit is not required, as listed below:
- In cases where an individual is advertising their own products or services or those of a company they own via their personal accounts
- In cases where the individuals are under the age of 18, and engage in educational, sports, cultural, or awareness-related activities, in line with the age classification stipulated as prescribed by law.
Guidelines for Permit holders
After receiving the Advertiser permits, content creators must abide by the following:
- The content creators must comply with the existing media content standards
- They must conduct basic due diligence and ensure that the advertiser is not a fake company, a person using a pseudonym, or that the agreement was not conducted through a bank account with a fictitious or fraudulent identity
- They must clearly display the permit number on their social media accounts
- They must only publish advertisements through accounts registered with the Council and linked to the issued permit
- They must ensure that no other person or party advertises through their registered account
- If special approvals are required for any advertisement content, the creator must obtain such approval from the relevant authorities.
Conclusion
As the social media influencer industry continues this rapid growth, this regulation will ensure that content creators obtain legitimacy, and can operate ethically, and with transparency.