Why these influencers like UAE law
INFLUENCERS, BLOGGERS SAY IT PROMOTES ACCOUNTABILITY
From cars and technology to beauty and fashion, influencers in the UAE are supportive of the country’s new social media laws, which they say have helped regulate the industry.
Launched in March, the Electronic Media Regulations law states that online activities, which are carried out for commercial purposes, require a licence from the National Media Council (NMC).
These activities include selling or otherwise dealing in print, video, and audio materials, electronic publishing activities and on-demand printing, specialised websites including news websites and online advertisements and applications.
While not specifically highlighted, the law includes social media activities carried out by influencers such as promoting a product or service online through social media channels and receiving a fee in return.
By contrast, a ‘blogger’ who writes for enjoyment, but does not receive payment or in-kind products and services, is not posting for “commercial purposes” or posting “paid commercials”. Therefore, such bloggers would not require a licence under the new regulations.
Almost a year on after the law was brought in, Gulf News spoke to popular social media influencers in the UAE about the impact of the law and their thoughts on regulation in the social media industry.
Good adoption
Business blogger and digital strategist Farrukh Naeem referred to the rise of influencer marketing, where they are paid by brands for endorsing or posting about their products or services.
“As many social media users started to monetise their online influence, it became harder to differentiate organic content from paid content,” he said.
Naeem said regulation of paid content and media is a good step in any country, describing it as “a norm rather than the exception.”
“From what I have seen so far, there seems to have been good adoption of the new regulations with companies and individuals who make good money from their online activities — there are now registered companies and
From what I have seen, there seems to have been good adoption of the new regulations with companies and individuals who make good money from their online activities — there are now registered companies and registered influencers who have the necessary permits.”
Farrukh Naeem | Business blogger and digital strategist
registered influencers who have the necessary permits,” he said.
Looking at the next few years, Naeem said he believes that the laws and regulation are a great starting point with more refinements and amendments to come.