Many social media influencers call the UAE their home, focusing on topics such as food, fashion, investment and lifestyle.
With the market proving increasingly powerful and popular, the Emirates continues to regulate the industry with a system of permits and fines for anyone earning money via social media platforms.
This week, it was clarified that influencers making money from operating in Abu Dhabi must obtain a permit specific to the emirate – in addition to the existing UAE-wide licence.
The National takes a closer look at the rules and regulations across the country, and how the latest piece of legislation might change things.
Abu Dhabi 'driving standards'
Unlicensed social media influencers also face fines of up to Dh10,000 ($2,720) under a new crackdown from authorities in Abu Dhabi.
Influencers who have registered as a company, which is often the case when a group want to work together as a collective, also face fines up to Dh10,000 and possible closure, if they are found to be operating without the necessary permits.
The measures come into effect in Abu Dhabi from July 1.
Licences can be bought through Tamm, the website for Abu Dhabi government services, and cost Dh1,250 for individuals.
Groups of influencers that work together and set up their own company will need to pay Dh5,000 for a permit.
Influencers operating in Abu Dhabi must also have a licence from the UAE Media Council, confirmed the Abu Dhabi Department of Economic Development.
“The permit fees are structured to accommodate both individual entities and companies seeking to engage in advertising and promotional activities in Abu Dhabi through electronic platforms,” an official told The National.
“In addition to obtaining a permit from the UAE Media Council, influencers and entities must also secure a licence from the Abu Dhabi Department of Economic Development.
“Obtaining both licences ensures adherence to both local regulatory standards and broader national guidelines governing media activities, contributing to the structured growth of digital advertising in Abu Dhabi.”
One expert who regularly works with influencers said the latest crackdown from authorities in Abu Dhabi would ensure a more level playing field.
“My personal feeling is that as an agency boss, this is very much needed to help drive standards and compliance in the industry which has been lacking,” said Natasha Hatherall-Shawe, chief executive of Dubai marketing company TishTash, who helps connect companies with influencers.
“At TishTash, we only ever work with those on a paid basis who have a trade licence and permit. This is something we check as part of our onboarding process as we would with any supplier.
“If an influencer does not have these, we will not work with them on a paid basis.
“I would estimate a quarter of influencers have a trade licence and a National Media Council licence. Most still work on a barter or gifting basis.”
She said her hope was the announcement from Abu Dhabi authorities would result in influencers being more transparent on posts that are paid or gifted, as is the case in the UK and the US.
In 2021, the Federal Tax Authority issued a bulletin with advice to influencers and artists, reminding them they must pay 5 per cent VAT if they earn more than Dh375,000 annually.
Services that are subject to the tax include any paid promotional work, such as plugging a product, company or place online. Physical appearances and access to influencers’ networks on social media are also taxable, it said.
They must also count the cost of any free products or experiences they receive in return for their services.
What about outside Abu Dhabi?
If you are making money from your social media posts anywhere in the UAE then you will need to apply for the licence from the National Media Council.
This costs Dh15,000 in Abu Dhabi and Dubai but the total costs can vary depending on which emirate you operate in.
If you are based in Dubai then you will also need an additional individual freelance trade licence, also costing Dh15,000 – bringing the total to Dh30,000.
When the licences were introduced to the UAE in 2018 it was also announced that those who failed to comply would face fines up to Dh5,000.
The Ras Al Khaimah Economic Zone website offers a social media influencer licence for Dh3,550 per year, which it says is inclusive of the National Media Council permit.
Ajman Media City Free Zone is offering packages for individuals to obtain licences from Dh2,500, and for companies the price is Dh10,000.
National Media Council approval then costs another Dh260 according to the free zone's website.
The need for licences
The UAE made it mandatory for social media influencers making money from posts they shared online to require a licence in 2018.
Our family matters legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Ziina users can donate to relief efforts in Beirut
Ziina users will be able to use the app to help relief efforts in Beirut, which has been left reeling after an August blast caused an estimated $15 billion in damage and left thousands homeless. Ziina has partnered with the United Nations High Commissioner for Refugees to raise money for the Lebanese capital, co-founder Faisal Toukan says. “As of October 1, the UNHCR has the first certified badge on Ziina and is automatically part of user's top friends' list during this campaign. Users can now donate any amount to the Beirut relief with two clicks. The money raised will go towards rebuilding houses for the families that were impacted by the explosion.”
UAE currency: the story behind the money in your pockets
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The specs
Engine: 2.0-litre 4-cylinder turbo
Power: 258hp from 5,000-6,500rpm
Torque: 400Nm from 1,550-4,000rpm
Transmission: Eight-speed auto
Fuel consumption: 6.1L/100km
Price: from Dh362,500
On sale: now
UAE squad
Esha Oza (captain), Al Maseera Jahangir, Emily Thomas, Heena Hotchandani, Indhuja Nandakumar, Katie Thompson, Lavanya Keny, Mehak Thakur, Michelle Botha, Rinitha Rajith, Samaira Dharnidharka, Siya Gokhale, Sashikala Silva, Suraksha Kotte, Theertha Satish (wicketkeeper) Udeni Kuruppuarachchige, Vaishnave Mahesh.
UAE tour of Zimbabwe
All matches in Bulawayo
Friday, Sept 26 – First ODI
Sunday, Sept 28 – Second ODI
Tuesday, Sept 30 – Third ODI
Thursday, Oct 2 – Fourth ODI
Sunday, Oct 5 – First T20I
Monday, Oct 6 – Second T20I
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In numbers
1,000 tonnes of waste collected daily:
- 800 tonnes converted into alternative fuel
- 150 tonnes to landfill
- 50 tonnes sold as scrap metal
800 tonnes of RDF replaces 500 tonnes of coal
Two conveyor lines treat more than 350,000 tonnes of waste per year
25 staff on site
The biog:
Favourite book: The Leader Who Had No Title by Robin Sharma
Pet Peeve: Racism
Proudest moment: Graduating from Sorbonne
What puts her off: Dishonesty in all its forms
Happiest period in her life: The beginning of her 30s
Favourite movie: "I have two. The Pursuit of Happiness and Homeless to Harvard"
Role model: Everyone. A child can be my role model
Slogan: The queen of peace, love and positive energy
GAC GS8 Specs
Engine: 2.0-litre 4cyl turbo
Power: 248hp at 5,200rpm
Torque: 400Nm at 1,750-4,000rpm
Transmission: 8-speed auto
Fuel consumption: 9.1L/100km
On sale: Now
Price: From Dh149,900
How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
Squad: Majed Naser, Abdulaziz Sanqour, Walid Abbas, Khamis Esmail, Habib Fardan, Mohammed Marzouq (Shabab Al Ahli Dubai), Khalid Essa, Muhanad Salem, Mohammed Ahmed, Ismail Ahmed, Ahmed Barman, Amer Abdulrahman, Omar Abdulrahman (Al Ain), Ali Khaseif, Fares Juma, Mohammed Fawzi, Khalfan Mubarak, Mohammed Jamal, Ahmed Al Attas (Al Jazira), Ahmed Rashid, Mohammed Al Akbari (Al Wahda), Tariq Ahmed, Mahmoud Khamis, Khalifa Mubarak, Jassim Yaqoub (Al Nasr), Ali Salmeen (Al Wasl), Yousef Saeed (Sharjah), Suhail Al Nubi (Baniyas)
UAE currency: the story behind the money in your pockets
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Winners
Ballon d’Or (Men’s)
Ousmane Dembélé (Paris Saint-Germain / France)
Ballon d’Or Féminin (Women’s)
Aitana Bonmatí (Barcelona / Spain)
Kopa Trophy (Best player under 21 – Men’s)
Lamine Yamal (Barcelona / Spain)
Best Young Women’s Player
Vicky López (Barcelona / Spain)
Yashin Trophy (Best Goalkeeper – Men’s)
Gianluigi Donnarumma (Paris Saint-Germain and Manchester City / Italy)
Best Women’s Goalkeeper
Hannah Hampton (England / Aston Villa and Chelsea)
Men’s Coach of the Year
Luis Enrique (Paris Saint-Germain)
Women’s Coach of the Year
Sarina Wiegman (England)
The National's picks
4.35pm: Tilal Al Khalediah
5.10pm: Continous
5.45pm: Raging Torrent
6.20pm: West Acre
7pm: Flood Zone
7.40pm: Straight No Chaser
8.15pm: Romantic Warrior
8.50pm: Calandogan
9.30pm: Forever Young
if you go
The flights
Etihad, Emirates and Singapore Airlines fly direct from the UAE to Singapore from Dh2,265 return including taxes. The flight takes about 7 hours.
The hotel
Rooms at the M Social Singapore cost from SG $179 (Dh488) per night including taxes.
The tour
Makan Makan Walking group tours costs from SG $90 (Dh245) per person for about three hours. Tailor-made tours can be arranged. For details go to www.woknstroll.com.sg
