From July, Dh10,000 fine for unlicensed social media influencers in Abu Dhabi

Abu Dhabi

Starting from July 1, social media influencers and companies in Abu Dhabi who engage in advertising or provide advertising services without a proper license will face hefty fines and potential business closures, as mandated by the Abu Dhabi Department of Economic Development (ADDED). The new regulations stipulate penalties reaching up to Dh10,000 for non-compliance.

Obtaining a license is now mandatory for all individuals and establishments involved in advertising services on electronic platforms, including social media. The process to acquire a license has been streamlined through the Tamm platform, where users can access the 'Department of Economic Development Services' and select their desired activities. For individual influencers, the license fee is set at Dh1,250, while companies are required to pay Dh5,000.

ADDED emphasized that this licensing requirement extends to foreign nationals who possess either an Emirates ID card or a unified number, making it inclusive of non-residents engaging in these activities. Government companies that provide advertising services through electronic platforms are also subject to this mandate, ensuring a comprehensive application of the rule across different sectors.

This move is part of a broader effort to regulate the burgeoning field of digital advertising and ensure that all participants adhere to standardized practices. ADDED highlighted that influencers must obtain a license even if they already hold permits from the National Media Council, ensuring that there is no overlap or confusion regarding regulatory requirements.

Currently, there are 543 license-holders operating within this domain, but ADDED expects this number to rise significantly once the new regulations are enforced. The department has reiterated its commitment to facilitating the licensing process to ensure that all stakeholders can comply with the new rules without undue burden.

Moreover, all licensed businesses in Abu Dhabi have been previously directed to adhere to specific guidelines concerning collaborations with social media influencers. These guidelines are designed to foster transparency and accountability within the industry. Businesses failing to comply with these guidelines risk facing fines starting at Dh3,000, which can escalate up to Dh10,000, along with potential closure orders.

This initiative underscores the growing importance of regulating digital advertising to protect consumer interests and maintain the integrity of the market. By enforcing these measures, ADDED aims to create a more organized and trustworthy environment for both consumers and businesses alike.

To keep the public informed and ensure compliance, ADDED has made the licensing process as accessible as possible. The Tamm platform serves as a central hub where users can easily navigate the licensing requirements and complete their applications. This digital approach is in line with the UAE's broader vision of leveraging technology to enhance governmental services and streamline administrative processes.

The enforcement of these regulations is expected to have a significant impact on the local advertising landscape. By bringing unlicensed influencers and companies into the formal regulatory framework, ADDED aims to level the playing field and promote fair competition. This also ensures that consumers are exposed to advertisements that meet established standards, thereby enhancing trust and credibility in digital marketing.

As the implementation date approaches, influencers and companies are urged to expedite their licensing applications to avoid potential fines and disruptions to their operations. ADDED remains committed to providing support and guidance throughout this transition, helping stakeholders navigate the new regulatory environment effectively.

In summary, from July 1, unlicensed social media influencers and companies in Abu Dhabi will face penalties for engaging in advertising without the requisite licenses. The ADDED has made the licensing process straightforward through the Tamm platform, with fees set at Dh1,250 for individuals and Dh5,000 for companies. This regulation applies to both local and foreign entities, including government companies, and aims to bring greater order and accountability to the digital advertising space.