JobXDubai

The Abu Dhabi Department of Economic Development (ADDED) has announced a ban on unlicensed social media influencer adverts, effective July 1. This new regulation requires licenced economic establishments and social media influencers to obtain a licence from ADDED to engage in advertising services.

Fines and Penalties

Violators of this new rule will face fines ranging from AED3,000 ($817) to AED10,000 ($2,720). Repeat offenders may even face business closure.

Licence Fees and Application

The licence fee for individual establishments is AED1,250 ($340), while businesses must pay AED5,000 ($1,360). To apply for a licence, businesses and social media influencers can submit a request through the unified digital platform TAMM.

Eligibility and Exceptions

Foreigners with an Emirates ID card or a UAE Unified Number can obtain a licence to practise this activity. Government companies and branches of companies from outside the emirate are also included among the entities required to obtain the necessary permits.

Importance of Compliance

With 543 existing licences for practising advertising services on electronic platforms and social media, ADDED expects the number to increase after the decision comes into effect. Non-compliance with regulations and conditions when contracting with influencers and social media sites will expose influencers to stipulated penalties and fines.

Comply with ADDED’s Regulations

To avoid fines and penalties, all economic establishments and social media influencers must comply with the new requirements. This decision is in line with ADDED’s efforts to enhance and create an ideal economic environment for businesses in the emirate, regulate the sector, and protect consumer rights.