UAE issues guidelines for sponsored social media posts

New regulations banning the use of terms such as “hops” and “grapes” in promotional content are among a host of guidelines issued by the National Media Council on Monday, governing all types of advertising. For the first time, the guidelines also include paid-for content on social media, along with conventional print and online advertising. Under the new regulations, social media influencers must abide by a strict set of rules when posting sponsored content online. Any form of direct or indirect advertising of alcohol and tobacco is banned, as well as the use of words or images that could offend public morality. Previously, only traditional advertising channels, such as TV, radio and print, were covered under the guidelines that were released in 2011. “The rapid growth of the global media sector has seen the advertising sector in the UAE play an ever-increasing role in driving the economy,” said Dr Rashid Al Nuaimi, executive director for Media Affairs at NMC. The new rules include a comprehensive set of 19 content standards, which will end adverts with brunch promotions that reference to “hops” and “grapes”, and prohibit adverts that promote smoking of "all kinds and methods”. In addition, the content must refrain from offending God and Islamic beliefs and show respect for other religions, as well as the UAE’s systems, policies and its relations with other countries. Adverts must also show respect for the UAE Government, political institutions, culture and the heritage of the country, as well as avoid harming national unity or social cohesion. Images or words that could offend “public morality” must also be avoided, according to the regulations, and adverts must refrain from hurting the UAE's economic system by spreading rumours or misleading news. Adverts for “witchcraft, sorcery and astrology” will also not be tolerated, among other conditions. Prior approval must be sought from the concerned authorities for adverts that relate to health, education or real estate. The new guide also includes a set of special conditions for social media, which say that all adverts must be clearly identified. Adverts must be clear and borders must be placed between the advert and any other content. They should be labelled as “advertisement material” or something similar to identify them, according to the guide. Hashtags like #advertisement or #paid_ad must not be accompanied by too many other hashtags as they make them harder to see. Also, disclosure should generally be made at the beginning of the content, among a list of other requirements. Although these are guidelines, as opposed to law, infringements will be subject to an initial fine of Dh5,000. If not paid within five working days, a fine of Dh100 a day will be imposed up to a maximum additional charge of Dh5,000. If the same offence is repeated within a year, the fine will be doubled and capped at Dh20,000. Any adverts on social media listing charitable and voluntary activities provided for free are exempt from licensing, as are adverts that are carried for free. The launch of the new advertising guide follows a warning last week from Dubai's retail regulator, Dubai Consumer Protection, to be wary of allowing purchasing habits instigated by influencers , who may have no information on the products they are promoting. Since the summer, influencers are required to have a licence from the NMC to post paid-for content . “One-hundred-and-fifty licences have been issued to companies that cover as many as 900 accounts on different social media platforms because the licenses can have multiple accounts,” said Dr Al Nuaimi. ________________ Read more: Social media influencers: what are they and how do they stay on the right side of the law? Don’t fall under the influence of social media sales pitches UAE influencer agencies inundated with applications following new licence law ________________ “And the number of social media influencers who have been granted licences is around 650.” No e-media licence holders have been suspended so far, but influencers who post paid-for content without a licence have been contacted by the NMC to ask them to obtain one. “We have a dedicated team for this and they monitor the accounts that are already registered and the accounts that haven’t registered yet,” said Dr Al Nuaimi. NMC representatives spoke about a recent case involving an advert by the telecommunications company Du that was broadcast in the cinema at the advertising guide launch event. It was taken down within 24 hours, they said. No further details were given. __________________ Get stories like this one in your inbox each morning. Sign up for our daily newsletter here

UAE issues guidelines for sponsored social media posts

The new guidelines cover all paid advertising with 19 content standards, and changes mean an end to adverts for brunch drink promotions and anything that promotes smoking or could offend "public morality"