visaprocessUAE: E-media licence in UAE for social media influencers-NMC

All social media influencers and online media sites, which usually take on brand advertising and sponsorships, must apply for two licences under National Media Council (NMC) to legally operate in the UAE. One is an e-media licence with a starting cost of Dh15,000 and a trade licence, the cost of which varies in category between free zone and mainland.

Penalties for failing to do so include fines up to Dh5,000, verbal or official warning, and/or closure of the website or account.

The new regulations apply to all online media platforms and personalities that carry out commercial activities within the UAE, including those in free zones.

Law came into effect in March, the Electronic Media Regulations law states that online activities, which are carried out for commercial purposes, require a licence from the National Media Council (NMC).

These activities include selling or otherwise dealing in print, video, and audio materials, electronic publishing activities and on-demand printing, specialised websites including news websites and online advertisements and applications.

While not specifically highlighted, the law includes social media activities carried out by influencers such as promoting a product or service online through social media channels and receiving a fee in return.

A ‘blogger’ who writes for enjoyment, but does not receive payment or in-kind products and services, is not posting for “commercial purposes” or posting “paid commercials”. Therefore, such bloggers would not require a licence under the new regulations.

According to the official list of fees, those who promote a brand through their websites and other social media accounts are required to pay Dh15,000. The fee is good only for one year and renewable at the same rate. read more

UAE National Medial Call Centre: 600535558

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