UAE content creators are eagerly awaiting a more defined relationship between influencers and advertisers following the decision by the Abu Dhabi Department of Economic Development (ADDED) to mandate a license for both parties engaging in advertising services. Starting July 1, influencers and establishments without a license may face penalties of up to Dh10,000, and continued violations could result in the closure of the companies. This move is expected to ensure the rights of both influencers and advertisers are regulated and protected.
Emirati food blogger Ahmed Alhammadi, who has a significant following on Instagram, expressed his support for the new regulation, stating that it will create better terms of interaction between influencers and advertisers. He believes that the law will have a positive impact on public interest and improve the quality of social media posts. The licenses can be obtained through the Tamm platform on the ADDED website, and even foreigners residing outside the UAE can apply for a license with the proper identification.
Founder of Dxb_hun, Coral Stevens, also views the licensing requirement for social media influencers and companies as a positive step towards recognizing content creation as a serious job. She emphasized that the licensing will provide protection for influencers and ensure that content creators are taken more seriously in their roles. However, Stevens highlighted the need for further clarity on the regulations, especially regarding the associated costs, which could be a significant financial burden for some influencers.
The UAE National Media Council (NMC) had previously issued rules in 2018 requiring social media influencers who profit from promoting brands and businesses to obtain a media license. However, this latest move by ADDED further solidifies the need for influencers and companies to secure a license for engaging in advertising services. There are still some questions and concerns among influencers regarding the scope of the regulation, especially in terms of its application to creators and companies operating outside of Abu Dhabi.
Syrian-Canadian influencer Lana Kaati shared her curiosity about the costs and implications of obtaining a license, especially for individuals working as freelancers in Abu Dhabi. She also raised questions about the regulations surrounding barter deals for influencer campaigns. Overall, Kaati remains optimistic about the new rule and believes it will push the industry towards more regulation, leveling the playing field for all content creators. The licensing requirement is seen as a way to ensure that influencers who invest time and resources in content creation receive returns on their investments.
Dubai-based fitness influencer Tania Lolla welcomed the new regulations, stating that they would bring transparency to the influencer market in the region and set positive standards for content creators. While some may find the licensing fee to be a financial burden, Lolla emphasized the importance of investing in one’s business as an influencer and being willing to pay for branding and other essential services. Uma Bhattathirippad, managing director of Xite Live marketing agency, sees the licensing regulation as a natural evolution of the influencer media market, providing an opportunity for influencers to charge for their work and professionalizing the industry.
In conclusion, the move to require licenses for social media influencers and companies in Abu Dhabi is seen as a step towards regulating the industry and protecting the rights of both influencers and advertisers. While there are still some concerns and questions surrounding the new regulation, many influencers see it as an opportunity to professionalize their work, attract more brands and agencies, and improve the quality and authenticity of content being generated. Ultimately, the licensing requirement is expected to bring transparency, set positive standards, and promote a more legitimate and regulated influencer marketing industry in the UAE.
