The UAE's influencer landscape is changing - social media content creators and businesses, take note!
21 June 2024
| Last updated on 21 June 2024
These are the latest updates to Abu Dhabi's influencer rules, effective from Monday July 1st, 2024.
If you're an online influencer, or a company who works with social media content creators, you'll want to read this!
The Abu Dhabi Department of Economic Development (ADDED) has stepped up its regulations on influencer collaborations. Both influencers and companies now require a license from ADDED to legally collaborate together to advertise on online/social media platforms.
Influencers and businesses are required to obtain a license
Social media influencers must secure a license from ADDED to legally advertise products and services on their online platforms, and companies must obtain a permit from ADDED to carry out advertising activities (marketing, promotional, etc.)
Those who fail to adhere to the policy will face hefty penalties of up to AED 10,000.
The strict policies were implemented to keep accountability on all advertising activities, and it is part of ADDED's efforts to maintain a sustainable, structured, transparent, and lawful economic environment to foster business growth.
A valid license is now required for influencer advertising in Abu Dhabi.
Fines and Penalties
Before working with an influencer to promote their products or services, businesses in Abu Dhabi must first confirm that the influencer holds a valid license issued by ADDED. The same applies for Abu Dhabi influencers, who must confirm that the business has a valid permit from ADDED to advertise.
Failure to comply with the new guidelines will not only lead to a weighty fine, but can also put the business at risk of closure for violating the emirate's established business regulations.
The fines start from AED 3,000 and can reach up to AED 10,000.
How to get an influencer license in Abu Dhabi?
How much are the license fees?
Influencers who wish to engage in advertising activities must secure a valid license from ADDED, which costs AED 1,250.
Businesses are also required to hold a valid permit from ADDED for advertising activities, which costs AED 5,000.
How to apply for the license?
ADDED explained that businesses and social media influencers can easily submit a request for licenses and permits through the unified digital platform TAMM: https://www.tamm.abudhabi/
Simply access 'ADDED Services' and select the activities you wish to engage in, including advertising services on e-platforms.
Can influencers outside of the UAE also get a license?
Foreign influencers from outside the UAE can obtain a licence to carry out online/social media advertising, provided they have a valid Emirates ID card or a UAE Unified Number.
How about government companies?
"[...] there are no exceptions for government companies, which are included among the entities operating in the emirate and benefit from or practise advertising services via electronic platforms," reported state news agency Wam.
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