According to the new law, the agents of influence in the UAE are required a special license to advertise goods and services in social networks.
The meaning of the notion Agent of Infuence
An agent of influence is a person with thousands or even millions of subscribers in social networks, such as Twitter, Instagram and Snapchat. Such pages in social networks as “Rich Kids of Dubai”, “Mo Vlogs” are among the most popular in Dubai. All of them are united by one feature – they use their popularity to create a certain brand that allows them to attract various celebrities to promote certain goods and services.
Under the new rules, UAE agents of influence earning on promotion in social networks need a license.
The National Media Council of the UAE already announced plans to regulate the industry earlier in March.
The new law has already entered into force. In accordance with its terms, the agents of influence and electronic media have three months to obtain a license to advertise in social networks. An application for its receipt can be submitted on the website of the National Council for Media until the beginning of June.
In accordance with the law, before applying for a special license to advertise in social networks, agents of influence must obtain a trade license. The license to advertise in social networks allows to post content that advertises certain brands.
This information was confirmed in the National Media Council. There are several types of marketing licenses, depending on the rights it gives, and the territory.
For violation of the new rules, authorities will block accounts in social networks and websites, close blogs, and fine up to 5000 dirhams.
According to Forbes, top fitness instructors earn from 3 thousand to 25 thousand US dollars for each post. YouTube bloggers with millions of subscribers can receive up to 300 thousand dollars for one promotional video. However, the network also has many thousands of small bloggers doing reviews on restaurants, makeup artists who get free products or dinner in a restaurant for their posts.
Last month, members of the National Council called for a closer look at the content distributed by agents of influence in social networks, especially in Instagram and Snapchat.