UAE’s Federal National Council issued a new rule on Tuesday for social media influencers demanding they declare when their posts were paid advertisements.

The rules come at a time when the UAE is issuing new rules for electronic and social media platforms in what the government says is an effort to make them more reliable.

“This is a business, just like any other, and these social media influencers must be transparent, especially since many of them have hundreds of thousands of followers who trust their judgment,” said FNC member Hamad Al-Rahoomi. “If you post a video promoting a cafe, you need to inform your followers that you are being paid for it, before being paid.”

Members of the council called for “closer observation” of the content shared by influencers, especially on Instagram and Snapchat.