Be wary of influencer endorsements, Dubai government warns

Dubai Consumer Protection is warning residents that many influencers are paid to convincingly advertise products such as meals
Be wary of influencer endorsements, Dubai government warns
Regulations governing the work of social media influencer passed in mid-2018 stipulate that those who promote a product or service online through social media in exchange for money or benefits need to hold a license from the UAE’s National Media Council.
By Bernd Debusmann Jr
Tue 23 Oct 2018 11:21 AM

Dubai Consumer Protection is warning local residents against restricting their choices to products endorsed by social media influencers. 

In a 36-second video posted on its official Twitter account, the government entity said that “some of them [influencers] are paid to advertise convincingly to you.”   

“Ask more before you make a purchase,” the message added. 

The video also depicted a young woman recording a video on her mobile phone – without eating any of it – before collecting an envelope containing her payment and leaving. 

Consumers with complaints are also advised to download the Dubai Consumer app. 

Regulations governing the work of social media influencer passed in mid-2018 stipulate that those who promote a product or service online through social media in exchange for money or benefits need to hold a license from the UAE’s National Media Council. 

Influencers need a trade license covering media activity. 

“The electronic media regulations form an essential component of regulating the media sector and have been enacted as a response to the rapid growth and spread of electronic media,” Dr Rashid Al Nuaimi, the NMC’s executive director of media affairs said in May. “The aim of the regulations is to enhance competitiveness, increase reliability and support the provision of balanced, responsible and impartial media content.” 

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