E-media licence a boon to both bloggers, brands in UAE

Mohannad Alwadiya, real estate influencer, was among the first 10 people to be granted a licence.

Social media influencers feel their professions are more protected and legitimised after the UAE's new licensing system came into force, with some claiming it has enhanced digital content.
UAE-based influencers claimed that the licensing system, launched by the National Media Council (NMC) in March, distinguished them from fake influencers and enhanced their marketing opportunities with international brands, giving them a competitive edge. 
Mohannad Alwadiya, real estate influencer, was among the first 10 people to be granted a licence. He said it has given him a sense of responsibility when putting up content, and has given him priority in various branding projects.
"Before the law, a lot of social media influencers took branding as a hobby, which sometimes put their credibility into question. The regulated system protects both brands and influencers under a contract," said Alwadiya.
He added that the legal system improved his branding content and helped him build trust with his clients and the public. "Brands now approach licensed influencers because they feel safer that the online content is now monitored." Alwadiya noted that the Dh15,000 e-media licence is worth the money as it opens doors for better financial deals with sponsors.  
To legally operate in the country, influencers can buy an 'individual licence' at Dh15,000 plus trade licence; a 'partnership licence' at Dh15,000 plus a trade licence; or they can get registered under an official NMC-approved influencer agency. Until last month, 650 social media influencers and 150 companies that cover as many as 900 accounts on different social media platforms have been granted licences.
Bukhash Brothers, the first licensed influencer marketing consultancy, manages over 20 influencers. The company's co-founder Anas Bukhash said the new regulation filters out non-serious influencers and avoids illegal sales. 
Sherif Fayed, a travel influencer, said such a step had to come into place eventually to regulate the ever-growing social media marketing field. The licensing system would protect brands from paying money to advertise on the platforms of influencers with fake followers.
"Now, there are rules and guidelines to monitor the field and enhance content quality. It will make people think twice before buying fake followers," said Fayed.
Thanks to the new regulation, Munther Al Muzakki, an Emirati social media influencer, said his Snapchat account got verified. He said the system has introduced him to the biggest brands and marketing programmes and helped media personalities eradicate any negative content. 
"The field operated randomly in the past and influencers had no guidance on what to promote. Now, there's clarity," Al Muzakki said. "This rule should be an example to be followed globally since it adds guidelines that respect our profession and protect the public from deceiving ads," he said.
sherouk@khaleejtimes.com

• Dubai