New rules for social media influencers
REVISED MEDIA COUNCIL GUIDE SAYS ADVERTISEMENTS MUST BE DISTINCTLY SEPARATE FROM EDITORIAL MATERIAL
Influencers duly licensed by the National Media Council (NMC) must clearly identify advertisements posted on social media, websites or blogs, according to a revised guide published by the NMC yesterday.
“The advertisements must appear distinctively and separately from any other media content. Clear borders should be placed between the advertisement and other content and time intervals should be placed in the event of a broadcast,” states the guide launched by Dr Rashid Al Nuaimi, executive director of Media Affairs at the NMC.
“Disclosure must be made clearly in case there is any financial or in-kind payment by the issuing authority for publications or articles published on social media, websites or blogs.” ■
Al Nuaimi said individuals and institutions involved in the UAE’s advertising sector are required to adhere to the standards outlined in the guide, which stresses that advertisers should not harm the economic system of the country, should not spread rumours or biased and misleading news and should not publish images or words that violate public morals. ■
What media are covered in the advertising guide?
Audiovisual media and institutions that print, publish, broadcast, trade or distribute advertising content; any person or organisation licensed to engage in advertising activities; any person or organisation that publishes paid-for material or non-material publications on websites and social media.
What are the advertising terms for social media?
The advertisement’s identity should be transparently defined and should incorporate the use of clear and non-confusing language. It should appear distinctive and independent from editorial, media and any other material. Any payment, whether substantive or in-kind, made for the publishing of an advertisement on social media, website or blog should be clearly disclosed.
Which social media advertising is exempt from licensing?
Charitable and volunteer activities conducted free-of-charge; advertising conducted on a non-commercial basis without charge; and any other activities deemed appropriate by the board.
Advertisers are required to respect intellectual property rights, maintain ethical codes of conduct and uphold standards of honesty.
Dr Al Nuaimi added that advertisers are also required to comply with rules governing consumer protection and fair competition controls, commercial fraud and legal monopoly.
“The rapid growth of the global media sector has seen the advertising sector in the UAE play an ever-increasing role in driving the economy,” Al Nuaimi said.
“It contributes to the increase of product consumption which in turns leads to an increase in production output — a fundamental aspect of economic development. Effective advertising can also support cultural heritage and the civilisation of the country,” he added.
The new guide emphasises that advertisements must not be vague, ambiguous or unclear. They also should not contain false or misleading claims, should not use falsifies images, should not exaggerate claims around the product or service being advertised, should not lead to confusion with other names, products or activities, should not endorse criminal activities and should not violate the existing standards relating to media content and age classification rules.