Logan Paul, social media star, set up a pop-up shop on board an Emirates A380 and attracted 11,000 fans to The Dubai Mall.
He's one of a host of social media stars operating in a business without any oversight.
Who regulates social influencers?
Ahead of this weekend's VIDXB, Arabian Business senior reporter Bernd Debusmann speaks to experts to find out what is being done to regulate the growing industry of influencers.
(Source: ArabianBusiness.com YouTube channel)