Effective July 1, the Abu Dhabi Department of Economic Development (ADDED) has announced stringent measures concerning the licensing of social media influencers and advertising entities operating within the emirate.
According to ADDED, individuals and establishments engaged in advertising and providing advertising services without the requisite licence will face severe penalties, including fines up to Dh10,000 and potential closure of their operations.
The new regulations, aimed at regulating the burgeoning digital advertising sector, mandate that all influencers and companies obtain a licence through the Tamm platform. The process involves accessing the 'Department of Economic Development Services' section and selecting relevant activities, such as advertising services on electronic platforms. The licence fee structure has been set at Dh1,250 for individuals and Dh5,000 for companies.
Foreign nationals residing in the UAE are also eligible to apply for these licences provided they possess an Emirates ID card or unified number.
In addition to private enterprises, government-affiliated companies involved in electronic platform advertising are equally subject to these regulations.
ADDED emphasized that even influencers currently holding permits from the National Media Council must obtain the newly required licence to continue their operations legally. Presently, there are 543 licensed entities actively providing advertising services on social media and electronic platforms in Abu Dhabi, with an anticipated increase post-implementation of the new regulations.
Previously, ADDED had instructed all licensed businesses within the emirate to adhere strictly to guidelines governing partnerships with social media influencers. Failure to comply with these guidelines could result in fines ranging from Dh3,000 to Dh10,000 or potential closure of the offending business.
The ADDED's decision underscores Abu Dhabi's commitment to maintaining transparency and regulatory oversight in the digital advertising landscape, ensuring fair practices and consumer protection in line with international standards.
News Source: Khaleej Times
