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

Abu Dhabi - 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 

• Abu Dhabi