Abu Dhabi: Fines on unlicensed influencer collaborations to be effective from July 1

The Abu Dhabi Department of Economic Development (ADDED) said Thursday that the decision requiring licenced economic establishments and social media influencers to obtain a licence from the department to engage in advertising services will come into effect from July 1. .Get exclusive content with Gulf News WhatsApp channel.In response to questions from the Emirates News Agency (WAM), ADDED said that the imposition of penalties and fines, which can reach up to Dh10,000 and may even include the closure of the businesses, will also start from early July following the implementation of the decision. .How much does it cost?.Regarding the cost of obtaining a licence to practise advertising services, the department stated that the licence fee is Dh1,250 for individual establishments and Dh5,000 for businesses. .How to apply for the license?.As for the mechanism for applying for the licence, the department explained that businesses and social media influencers can easily submit a request for licences and permits through the unified digital platform TAMM by accessing the ADDED Services and selecting the activities they wish to engage in, including advertising services on e-platforms. .Can foreigners apply?.ADDED also said that foreigners from outside the UAE can obtain a licence to practise this activity, provided they have an Emirates ID card or a UAE Unified Number. .ADDED noted that according to the decision, there are no exceptions for government companies, which are included among the entities operating in the emirate and benefit from or practise advertising services via electronic platforms. The department clarified that branches of companies from outside the emirate of Abu Dhabi must obtain the necessary permits from ADDED to practise the activity. .Influencers still need license from UAE Media Council.ADDED emphasised that having a permit from the UAE Media Council does not exempt social media influencers from obtaining the necessary licences and permits from ADDED to practise advertising services via electronic platforms, to avoid fines and penalties for violators. .The department stated that there are currently 543 licences for practising advertising services on electronic platforms and social media, with the number expected to increase after the decision comes into effect. .ADDED has called on all economic establishments and social media influencers to comply and adhere to the requirement for social media influencers to obtain a licence from the department to practise advertising services via electronic platforms. .Penalties for non-compliance.It also pointed out that non-compliance with regulations and conditions when contracting with influencers and social media sites will expose influencers to the stipulated penalties and fines. Fines will range from Dh3,000 and up to Dh10,000. Non-compliance may even lead to business closure for disregarding ADDED’s circulars. .This decision is in line with ADDED’s efforts to enhance and create an ideal economic environment for businesses in the emirate, to regulate this sector, and to protect consumer rights.