Dubai - The Dubai Consumer Protection Department took a shot at influencers through a video posted on their Twitter page.
Published: Tue 30 Oct 2018, 5:13 PM
Last updated: Wed 31 Oct 2018, 4:41 PM
Residents are warned not to restrict their restaurant choices to what influencers are posting on social media, as they're "being paid to advertise certain outlets".
The Dubai Consumer Protection Department took a shot at influencers through a video posted on their Twitter page, which racked up more than 15,000 views. It shows an influencer shooting a video of her food, pretending to eat it, and then says "it's getting late, where is my money, please?". She is then handed a large white envelope before leaving the restaurant.
Regulations on how paid influencers operate in the UAE were tightened this past year, as they are now required to get a licence from the National Media Council in order to legally carry out their work online.
The consumer protection department tweeted last week: "Dear Consumers: Do not restrict your choices to social media influencers' opinion on a product, service or a meal in a restaurant. Some of them are paid to advertise convincingly to you. Ask more before you make a purchase #smart_consumer #empowerd_consumer." [sic]
Twitter users seemed to agree with what the department had to say. One user, Nada, replied to the post: "Finally someone said it".
Another user, Abdulla, tweeted: "Those Instagram accounts are show-off marketing and useless items in many cases. I trust official accounts by real companies." [sic]
Sana Chikhalia, a food blogger in the UAE who goes by her social media name 'SanaOnFood' and has 73,000 Instagram followers, told Khaleej Times that she always alerts her audience whenever she is doing a paid collaboration.
"Sadly, today's reality is showcased in this video, and although many of us understand and recognise this form of covert advertising, it is not always obvious. Being a blogger myself, I declare all my paid collaborations so that my followers can retain their trust in me and my posts. I personally would not advertise a product or service that I don't like or wouldn't use myself," Chikhalia said.
"As a consumer, you need to be aware that social media advertising exists and the industry as a whole is only getting bigger as it is a good way to reach an engaged audience. Both bloggers and celebrities indulge in paid campaigns so do look out for any hashtags in posts that might give you any clues to help you distinguish between genuine love for a brand or just another advert."
Another food blogger, Lavina Israni, with 63,500 Instagram followers, said she uses "#ad" for all of her sponsored content.
She said that social media marketing is booming in the GCC region and, today, many businesses allocate budgets to pay influencers to talk about their brand online.
"All three parties - the brand, the influencer, and the end consumers - need to be more responsible of what they put out on social media. Brands need to carefully select the right people to represent their products and services online, whereas influencers need to be picky on what brands they genuinely believe in endorsing to their audience," Israni said. "Consumers also need to reassess which influencers they choose to follow on social media and whose opinions they should trust before they make any investments in products and services endorsed by influencers. The next step in the industry is to establish laws and regulations to govern online advertising, which will further protect consumers from falling into traps."
In June, Khaleej Times reported that more than 500 media licences were issued to influencers and media outlets, and another 500 were issued by this September. The licence costs Dh30,000 for influencers, as they have to get the actual media licence and a trade licence, both of which cost Dh15,000 each and have to be renewed each year.
Officials had warned that individuals or establishments caught violating the media law would be penalised with fines of up to Dh5,000 or would have their websites or social media accounts shut down.
sarwat@khaleejtimes.com
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