Mashable: Starting July 1, the Abu Dhabi Department of Economic Development (ADDED) will implement new regulations requiring social media influencers and businesses providing advertising services to obtain proper licensing or face penalties. This move aims to regulate the rapidly growing influencer marketing industry in the emirate.

Under the new rules, individuals and companies operating without a licence could face fines of up to Dh10,000 (approximately $2,720) and potential business closure. The licensing process has been streamlined through the Tamm platform, where applicants can easily select their desired activities, including e-platform advertising services.

Learn more about the compliance and conditions when contracting with social media influencers.#ADDED #EconomicEstablishmentsDuty #AbuDhabi pic.twitter.com/F2OQ0i3gz9 — دائرة التنمية الاقتصادية - أبوظبي (@AbuDhabiDED) June 20, 2024
Licence fees vary, with individuals required to pay Dh1,250 ($340) and companies Dh5,000 ($1,360). Notably, the regulations extend to foreigners outside the country, provided they possess an Emirates ID card or unified number. Government companies engaged in electronic platform advertising are also subject to these requirements.

ADDED emphasized that even influencers with existing National Media Council permits must obtain this new licence. The department expects a significant increase in licence holders from the current 543 registered entities offering advertising services on electronic platforms and social media.

To avoid violations, ensure responding to all complaints or inquiries.#ADDED #EconomicEstablishmentsDuty pic.twitter.com/3e5gR6nPr4 — دائرة التنمية الاقتصادية - أبوظبي (@AbuDhabiDED) June 21, 2024
This regulatory move follows earlier directives for all licensed businesses in Abu Dhabi to adhere to guidelines when partnering with social media influencers. Non-compliance with these guidelines can result in fines ranging from Dh3,000 to Dh10,000 ($817 to $2,720) or business closure.

These measures reflect Abu Dhabi's efforts to establish a more structured and accountable digital advertising landscape, ensuring transparency and professionalism in the rapidly evolving influencer marketing sector.