Regulations Allow Social Media Influencers to Promote Ads in UAE
New Rules for Social Media Advertising in the UAE: The Introduced 'Advertiser Permit'
The UAE Media Council has announced new regulations for content creators sharing paid promotions on social media. The key component of these rules is the introduction of the 'Advertiser Permit', also known as the 'Mu'lin permit'.
To apply for this permit, individuals must meet certain criteria. They must be at least 18 years old (exceptions may be made by the Council). UAE citizens and residents must also hold a valid electronic media trade licence. Additionally, applicants must have no previous violations of media content rules.
The permit is required for anyone posting advertising content online in the UAE. The specific obligations for permit holders are numerous and designed to ensure transparency and protect consumers from misleading or unlicensed advertising.
Permit holders are expected to adhere to media content standards set by the UAE authorities. They must verify that advertisers are legitimate companies or individuals, and not fake entities or aliases. The permit number must be clearly displayed on all relevant social media accounts. Advertisements can only be published through accounts registered with the UAE Media Council, and no one else is allowed to advertise through these registered accounts.
Before publishing advertisements, holders must obtain necessary approvals from relevant regulatory bodies. They are also required to submit an annual report detailing all advertisements published under the permit. Furthermore, they must register for tax purposes in compliance with UAE tax laws.
The advertisements themselves must be clearly identifiable and not misleading, must not harm public interest, and must comply with applicable laws. For advertising contests, no purchase can be required to participate, and all offers or discounts must be binding on the merchant as part of a contractual agreement.
The permit allows creators to legally publish promotional material on social media while meeting these clear standards. For UAE citizens and residents, the permit is free for three years, and its validity is one year, with renewal options. Visitors can obtain the permit for a three-month period with one renewal option, but they must register through a licensed and Council-accredited advertising or talent management agency.
To apply for the permit, creators can visit uaemc.gov.ae. These new rules are part of the UAE's ongoing efforts to enhance transparency and consumer protection in the digital advertising space.
[1] https://www.uaemc.gov.ae/en/Pages/Home.aspx [2] https://www.thenationalnews.com/uae/media/2021/02/08/uae-introduces-advertiser-permit-for-social-media-influencers/ [3] https://www.arabianbusiness.com/media/516082-uae-issues-social-media-influencer-permit [4] https://www.khaleejtimes.com/news/uae/uae-issues-social-media-influencer-permit [5] https://gulfnews.com/uae/government/uae-issues-social-media-influencer-permit-1.73082447
- The new regulations for social media advertising in the UAE require permit holders to verify that advertisers are legitimate companies or individuals, ensuring transparency and protecting consumers from misleading or unlicensed advertising.
- The UAE tax laws mandate that holders of the Advertiser Permit must register for tax purposes before publishing advertisements.
- The advertisements published under the Advertiser Permit must be clearly identifiable, not misleading, and comply with applicable laws, as well as not harm public interest.
- The permit is not limited to business and finance news but also extends to entertainment and other content areas on social media, as part of the UAE's efforts to enhance transparency and consumer protection in the digital advertising space. (Including social-media and entertainment in the context)
