Provided that she does not practice a paid advertising activity

National Media: Personal accounts are not subject to the electronic media requirements

Engaging in advertising activities on "social media" requires prior approval.

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The National Media Council confirmed that the activities that are practiced on social media on a commercial basis, and for a fee, are subject to the electronic media system. As for personal accounts that do not engage in media activities, and do not charge a financial fee for advertisements, the conditions of the electronic media system do not apply to them. With the clarification of the word "unpaid advertisement".

This came within the questions and answers recently posed by the Council through its official account on the “Twitter” website, including its response to a question about if a person has an account on social networking sites and shares some video clips from some places. Does that require a license, knowing that The purpose of publishing is not for advertising?

In response to a question about how to deal, with some project owners resorting to celebrities residing outside the country to promote and advertise, the Council affirmed that the recently issued circular regarding the controls of ads on social media, and the obligation to obtain a prior permit, does not include celebrities and influencers residing outside the country, who They advertise or promote any project within the state.

He said that the circular applies to everyone who practices advertisements in the UAE, and in the event that celebrities and influencers attend the country for the purpose of promotion and propaganda, they must obtain a license from the Media Licenses Department, to be registered in the electronic media system.

In response to a question in the event that a person publishes his personal experience with a hospital in the country, for the public to benefit from it, is this considered a promotional advertisement?

The Council confirmed that this is a promotional and propaganda advertisement, and the word advertisement must be disclosed, but if the advertisement is not for a financial fee, the terms and conditions mentioned in the circular do not apply to it, and the follow-up team will work later on determining the purpose of the advertisement, commercial or documentary, in order to take the necessary measures with the violators .

Regarding the target groups that are included in the circulation of ads on social media, the Council confirmed that they include account holders (institutions, companies, individuals) on social media, which provide paid commercial ads.

In response to a question about how to carry out media activities on a commercial basis through social media, the Council clarified that in order to practice advertising activities on social media, approval and prior authorization must be obtained from the Media Licenses Department at the Ministry of Culture and Youth.

He indicated that to obtain a media license to practice advertising activities on social media, by entering the electronic services system via the following link http: // eservices.nmc.gov.ae, and completing the registration process and obtaining The license.

Finally, the Ministry of Culture and Youth called on officials of websites and news platforms to adhere to the electronic media system, which regulates media activities, including websites for circulation, display and sale of visual, audio and readable materials, advertising and news websites, electronic publishing activities and printing on demand, including Activities that are practiced through social media from inside the country and on a commercial basis.

In a recently issued circular, the Ministry stressed the need to adhere to what was stated in the laws, regulations and the media content system issued by Cabinet Resolution No. 23 of 2017, and the electronic media system.

The circular indicated that everyone who practices advertising activities on a commercial basis on social media must obtain prior approval from the Media Licenses Department.

Advertising standards must also be adhered to, especially those related to health advertisement controls in force in the Ministry of Health, and the Ministry of Health’s prior approval of advertisements for pharmaceutical preparations and any health-related products must be obtained.

The circular emphasized adherence to the conditions of the advertisement, that it be real and not exaggerated, and that it does not lead to confusion or confusion - in any way - with names, products or other activities, and that it does not contain or contain false or misleading claims, and everything that involves suspicion. Fraud and misinformation.

The circular warned against using advertising methods and phrases indirectly.

Determine the identity of the advertisement

The Ministry of Culture and Youth circular stressed the importance of defining the identity of the advertisement, using clear language that does not leave any confusion, and for it to appear distinct and independent from the rest of the other materials that are spread on the account, and to set limits that separate the advertisement from any other material, and time intervals in broadcast cases.

And putting a phrase referring to the advertising material, by using the phrase or hashtag "advertising material", "advertisement", or "paid advertisement" in a clear way, not accompanied by many hashtags that are difficult to see.

He pointed out that using the phrase "thank you to ... the advertiser", or in cooperation with ... "is not considered sufficient to disclose whether the advertisement is commercial or not."

Electronic media controls do not include celebrities outside the country.

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