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UAE's National Media Council permission must for influencers to run ads

Ismail Sebugwaawo /Abu Dhabi
ismail@khaleejtimes.com Filed on September 9, 2020 | Last updated on September 9, 2020 at 11.40 pm
UAE, National Media Council, NMC, permission, influencers, run ads

(Alamy Image)

The guidelines for electronic advertisements on social media are in implementation of regulations issued in 2017 by the UAE Cabinet.

Social media influencers and firms have to get permission from the National Media Council (NMC) to run commercial advertisements on their platforms, it was announced on Wednesday. Additionally, advertisements about health products will need approval from the Ministry of Health and Prevention (MoHAP).

The guidelines for electronic advertisements on social media are in implementation of regulations issued in 2017 by the UAE Cabinet, said a circular issued by the NMC.

According to the guidelines, MoHAP approval is needed for ads about health and pharmaceutical products, and medical equipment. All information in the ads must be correct and there should be no errors in the names or specifications about the products.

Those who carry out advertising activities are required to obtain a prior licence from the NMC. The guidelines stressed that advertisements must not be vague, ambiguous or unclear; contain false or misleading claims; use falsified images; exaggerate the product or service being advertised; or lead to confusion with other names, products or activities.

The advertisement's identity should be transparently defined and incorporate the use of clear and non-confusing language. Firms and individuals that don't comply with the advertising rules will be fined.

In 2018, the NMC issued rules requiring news websites, electronic publishing outlets and social media influencers to register and get operation licences. The rules require influencers and online media sites to obtain an e-media license, with a starting price of Dh15,000, and a trade licence.

ismail@khaleejtimes.com 

author

Ismail Sebugwaawo

A professional journalist originating from Kampala, Uganda, Ismail is a happy father with strong attachment to family and great values for humanity. He has practiced journalism in UAE for the past 13 years, covering the country's parliament (FNC) and crimes, including Abu Dhabi Police, public prosecution and courts. He also reports about important issues in education, public health and the environment, with a keen interest in human interest stories. When out of reporting duties, he serves the Ugandan community in Abu Dhabi as he wants to see his countrymen happy. Exercising and reading are part of his free time.


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