In a far-reaching decision, the Abu Dhabi government has brought new licensing regulations into law to regulate the operation of social media influencers. Being a law firm specializing in media and technology law, we take this opportunity to walk our audience through these changes and what this will mean for the influencer community, along with businesses operating in this emirate.

What are the New Regulations?
Starting from July 1, 2024, the Abu Dhabi Department of Economic Development will require all social media influencers and businesses that use digital platform advertising to obtain applicable licenses. This shall be necessary for any person who may use social media for promotional activities in Abu Dhabi.

License Types and Fees
There are two major kinds of licenses:

• Individual Influencer: AED 1,250 – about $340
  
• Companies or Groups of Influencers: AED 5,000 – about $1,360

Besides the ADDED license, an influencer will also have to get a permit from the UAE Media Council.

Penalties for Non-Compliance
The penalties are not light:

• Fines ranging from AED 3,000 to AED 10,000 ($817 to $2,720)
  
• Possible closure of business in case of repeated violation
  

Who Qualifies for an Influencer License?
While the regulations are all-inclusive, there are basic qualifications:

• Minimum age: 18 years
  
• A valid UAE residency visa, or in the case of non-residents, an Emirates ID card/unified number
  
• Substantial and active followership: no official minimum count of followers
  
• Content permissible under UAE laws and within the bounds of cultural decency
  
• Valid trade license or freelancer registration in Abu Dhabi
  

Please note that qualifications do not imply approval. Applications will be considered based on various merits, including the quality of content, the level of audience engagement, history of compliance, and respect for cultural sensitivity.

Content Restrictions
Influencers will be required to comply with UAE advertising laws that restrict advertisement of the following:

• Tobacco
  
• Alcohol
  
• Gaming
  
• Some medical products, except with proper authorization
  

All content must respect local cultural and religious sensitivities.

Impact on the UAE’s Digital Space
These regulations put into light how serious the UAE is about creating a formal and professional setting when it comes to digital marketing. They might be a headache in the beginning, but ultimately they will be a boost for credibility in influencer marketing and far more protection for consumers.

Influencer Tips
If you are an influencer operating in several Emirates:

• Do your homework on the particular requirements of each emirate in which you work
  
• Ensure compliance with both local and national regulations
  
• Consider consulting a lawyer to understand these complexities better
  

As the online world further develops, knowing these rules will be important for all influencer marketers in Abu Dhabi and the wider UAE. For further guidance or assistance with applications for licenses, please do not hesitate to contact our team.