The regulations apply to all electronic media activities carried out within the UAE, including those in free zones.

According to Al Nuaimi, the new rules apply to only social media influencers that use their blogs, pages or accounts for advertising and promoting brands for money.

"People using social media shouldn't be confused by the rules. The licence only applies to those using social media to do business, including influencers advertising and promoting brands after being paid cash," he said.

Al Nuaimi noted that the new rules may also attract those social media influencers who haven't been in the business of promoting brands, to acquire an e-licence and start doing business through charging people or firms wanting to sell their products or brands to their followers through ads.

The NMC earlier said that the regulations seek to help the UAE media sector remain on top of the rapid developments in electronic media, in addition to enriching and organising digital content, and ensuring that media material respects the religious, cultural and social values ??of the UAE, all the while promoting freedom of expression and constructive dialogue. 

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