Introduction:
In the UAE, social media influencers and online media sites that engage in brand advertising and sponsorships are required to obtain two licenses from the National Media Council (NMC) in order to operate legally.
This article explores the e-media license, its associated costs, and the implications of non-compliance with the regulations. It also highlights the activities covered by the law and clarifies the license requirements for different types of online content creators.
The E-media License and Trade License: To operate legally, social media influencers and online media sites must obtain an e-media license, which has a starting cost of Dh15,000. Additionally, they need to acquire a trade license, the cost of which varies depending on whether they operate in a free zone or the mainland.
Penalties for Non-Compliance: Failure to obtain the necessary licenses can result in penalties such as fines of up to Dh5,000, verbal or official warnings, and potential closure of websites or social media accounts.
Scope of the Law: The regulations apply to all online media platforms and personalities engaged in commercial activities within the UAE, including those in free zones. Commercial activities encompass selling or dealing with print, video, and audio materials, electronic publishing, on-demand printing, specialized websites (including news websites), online advertisements, and applications. It also covers social media activities conducted by influencers, where they promote products or services and receive compensation in return.
Exemption for Non-Commercial Bloggers: Bloggers who write purely for enjoyment and do not receive payment or in-kind products and services are not considered to be engaging in "commercial purposes" or "paid commercials." As a result, such bloggers are not required to obtain a license under the new regulations.
Fee Structure and Renewal: As per the official fee schedule, individuals promoting brands through websites and social media accounts are required to pay Dh15,000 for the e-media license. The fee is valid for one year and can be renewed at the same rate.
Conclusion: Obtaining the e-media license is crucial for social media influencers and online media sites operating in the UAE. Compliance with these regulations ensures that commercial activities are carried out legally and in line with the National Media Council's requirements. By adhering to the licensing process and associated fees, influencers can continue to promote brands and engage with their audiences while avoiding potential penalties.
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