All you need to know about Saudi Arabia’s new social media influencer permit

Special All you need to know about Saudi Arabia’s new social media influencer permit
Saudi influencers including Aram Kabbani, left, and Nada Al-Nahdi, right, use social media platforms to promote fashion and lifestyle brands. (SocialMedia)
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Updated 11 August 2022

All you need to know about Saudi Arabia’s new social media influencer permit

All you need to know about Saudi Arabia’s new social media influencer permit
  • Kingdom’s media regulator says new law to take effect from October, with all social media influencers affected

LONDON: As more Saudis connect through their social media profiles and even begin to profit from these platforms, the Kingdom has launched a new licensing system to properly monitor the influencer industry.

From early October, every Saudi and non-Saudi content creator in the Kingdom who earns revenue through advertising on social media must first apply for an official permit from the General Commission for Audiovisual Media (GCAM).

For a fee of SR15,000 (roughly $4,000), content creators will receive a permit lasting three years, during which time they can work with as many private entities as they wish and promote any product or service, as long as it does not violate the Kingdom’s laws or values.
 

The incoming influencer license “is not a permit to censor or to block,” Esra Assery, CEO at GCAM, told Arab News. “It’s more of a permit to enable the maturity of the sector. We want to help those individuals grow, but grow in a professional way so they can make a career out of (social media revenue).”

The new regulations are being touted as legal protections, both for influencers and businesses wishing to advertise with them, so that rates and contractual obligations are standardized across the industry.

“The market is so unregulated,” said Assery. “We’re not against influencers or those individuals. Actually, we want to enable them. If you check out the new bylaw, it protects them also, because the bylaw regulates their relationship with the advertisers.”
 




Esra Assery, CEO at Saudi Arabia's General Commission for Audiovisual Media. (Supplied)

Currently, anyone in Saudi Arabia is able to advertise on social media and earn money from deals with private entities — with payments per post climbing into the thousands of riyals, depending on the number of followers an influencer can reach.

Concern has been expressed that introducing permits and regulations will undermine how much money influencers can make and might even constitute censorship. However, GCAM insists the permits are designed to ensure transparency between influencers and their clients.

Saudi influencers, whether based in the Kingdom or abroad, must apply for the permit if they wish to work with a brand — local or international. However, non-Saudi residents in the country must follow a different track.

After applying to the Ministry of Investment for a permit to work in the country, they can then apply for an influencer permit through GCAM. However, non-Saudi residents must be represented by specific advertising agencies.

“While some influencers may focus on the short-term loss of paying the license fee, there is a huge benefit to licensing coming in as it legitimizes the sector on a national level,” Jamal Al-Mawed, founder and managing director of Gambit Communications, told Arab News.

“This is crucial in the influencer industry as it has been a bit of a wild west for marketing in the past, with no clear benchmarking for rates or contracts.”

Al-Mawed said that the new measures can protect brands that are susceptible to fraud “when they pay huge budgets to influencers who are buying fake followers and fake engagements. This creates a vicious circle, as hard-working content creators are undermined by the bad apples.”

Although the new license is unlikely to solve every issue overnight, “it does create a foundation for more professionalism and accountability,” Al-Mawed added.

In June, non-Saudi residents and visitors to the Kingdom were prohibited from posting ads on social media without a license. Those who ignore the ruling face a possible five-year prison sentence and fines of up to SR5 million.

GCAM announced the ban after finding “violations by numerous non-Saudi advertisers, both residents and visitors, on social media platforms.”

“After checking their data, it was found that they had committed systemic violations, including lack of commercial registrations and legal licenses, and they are not working under any commercial entity or foreign investment license,” the commission said at the time.

Now, with a regulated license, such violations will be easier to monitor and the sector will be better regulated to ensure full transparency.
 




Businesses such as bakeries or hair salons that hold social media accounts and advertise their own products or services are not covered by the prohibition. (Shutterstock image)

Although Saudi influencers will be able to hold full-time jobs while earning on the side through promotional campaigns on their social media profiles, the law states that non-Saudis can work only in one specific role while residing in the Kingdom.

However, the system does not apply to businesses and entities — such as bakeries or hair salons — that hold social media accounts and advertise their own products or services on these platforms. Only individuals are affected by the new law.

There are certain exceptions, however, such as individuals who have been invited to the country by a ministry or government entity in order to perform, including musicians and entertainers.

With the rise of social media over the past decade, content creators and so-called influencers with thousands of followers on Instagram, TikTok, Snapchat and other platforms have drawn audiences away from traditional outlets, such as television, newspapers and magazines, to new and largely unregulated media.
 

Sensing the shift in content consumption, advertisers have followed the herd. Crystal-blue waters caressing white, sandy beaches at luxury resorts and scrumptious feasts at the finest restaurants are now commonplace on influencer profiles as businesses rush to take advantage of more “natural-feeling” product placement.

However, regulators have struggled to keep up with this rapid transformation, leaving the process open to legal disputes, exploitation and abuse. That is why authorities elsewhere in the world have also been exploring influencer permits.

Dubai, widely seen as the influencer hub of the Middle East, is among them.

In 2018, the UAE’s National Media Council launched a new electronic media regulation system, which required social media influencers to obtain a license to operate in the country.

The cost of the annual license is 15,000 AED (roughly $4,000). Those who fail to obtain or renew the license can face penalties including a fine of up to 5,000 AED, a verbal or official warning, and even closure of their social media accounts.

The rules apply to influencers visiting the UAE as well. They must either have a license or be signed up with an NMC-registered influencer agency to operate in the country.

With Saudi Arabia progressing in the entertainment and creative industries, the introduction of the license is viewed as a step in the right direction.

“It’s great news for the industry,” said Al-Mawed. “When someone is licensed by the government to offer their services, that gives them a level of safety and trust and can help filter out the scammers who prefer to fly under the radar.”

 

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Saudi version of global ‘Idol’ talent show announced

Saudi version of global ‘Idol’ talent show announced
Updated 24 September 2022

Saudi version of global ‘Idol’ talent show announced

Saudi version of global ‘Idol’ talent show announced
  • Four famous Arab artists to judge contestants as filming starts in October
  • A joint venture between Saudi GEA and MBC Group, the program discovers local talent, mainly in Riyadh

RIYADH: A Saudi version of the international ‘Idol’ talent show franchise was unveiled on Saturday in a partnership between the Kingdom’s General Entertainment Authority (GEA) and MBC Group.
GEA’s chairman Turki Al-Sheikh tweeted that the Authority and MBC engaged in a partnership to launch the first season of “Saudi Idol,” which will kick off in December.
With filming scheduled to start in October, the Saudi Idol program will attempt to unearth local talent, mainly in Riyadh, with a four-member jury that constitutes of Saudi singer Aseel Abu Bakr, Emirati singer and actress Ahlam, popular Arab singer Asala (Syrian), and Iraqi-Saudi singer and composer Majed Al Mohandis.
“I’m happy to announce a new partnership between GEA and MBC Group to launch Saudi Idol… The program begins in December 2022” tweeted Al-Sheikh.
MBC’s program, “Trending,” a show that sheds light on news of artists, announced the start of preparations for the Saudi talent show with filming scheduled to start next month.
Announcing registration for the program, MBC tweeted: “You have a beautiful voice and would you like to sing? Do you like competition and enter the world of limelight and fame? Participate in the largest singing program. Don’t miss the chance, register now.”

 

 


MBC Group and Dubai Business Women Council host Women in Media forum

MBC Group and Dubai Business Women Council host Women in Media forum
Updated 24 September 2022

MBC Group and Dubai Business Women Council host Women in Media forum

MBC Group and Dubai Business Women Council host Women in Media forum
  • Two companies have signed a strategic partnership to coordinate their efforts to further women’s careers

DUBAI: The Dubai Business Women Council organized the “Women in Media” forum in collaboration with MBC Group, to discuss the role that media organizations can play in increasing the representation and accountability of women in media.

The event is part of the council’s #DBWCFORUMS initiative, which includes a series of talks that aim to raise awareness about the challenges and opportunities for women in different industries. 

During the event, MBC Group and DBWC signed a memorandum of understanding, which aims to coordinate and align both companies’ efforts in providing their female employees and members with access to mentorship programs, workshops and speaker sessions.

“This collaboration is of special importance as it unites two partners who value women and recognize their critical contribution to the economy,” said Nadine Halabi, business development manager of the Dubai Business Women Council.

“The council will continue to be committed to harnessing all available resources to serve its members and the business community, by organizing specialized events and seminars that add value to their personal and professional lives,” she said.

The forum focused on the importance of maximizing women’s strengths and potential to advance media work, develop strong female media role models, increase gender diversity, and foster a culture of success in the media industry.

Participants discussed the mechanisms needed to ensure balanced female representation in media, the best practices adopted by media leaders and officials, and the value of diversity in the workplace.

Samar Akrouk, group director of production at MBC Group, who held a fireside chat at the event, said: “MBC Group is proud to be a progressive trailblazer — on and off screen — in promoting gender equality. Throughout our organization and across most departments we have women in top leadership positions, as well as women that are identified and set on leadership tracks.”

“However, we are progressive enough to look at ourselves and say we can do more — and we will do more,” she said.

Akrouk highlighted self-limiting beliefs and how they can affect women in the workplace. She also offered advice on how to overcome these beliefs and offered guidance to those seeking a career in media.

The forum also featured three panel discussions.

The first panel brought together Rana Alamuddin, founder of BAYNEH W BAYNEK; Sally Moussa Hajjar, managing partner, Humanagement and Mohammed Abdulhaq, executive producer at MBC Group, to discuss the role and responsibility of media outlets in creating positive role models for regional audiences.

The second panel saw Bedriya Al-Saeed, employee engagement manager at MBC Group; Tala Obeidat, client partner, Leading Retail & Restaurants, Meta and Sara Eltarzi, communications director at OSN, discuss the steps and policies that led to better inclusivity and gender parity in media organizations.

The third and final panel brought together Rola Ghotmeh, founder and chief creative officer, The Creative 9; Natasha Romariz Maasri, executive creative director, Leo Burnett MEA and Andrej Arsenijevic, executive creative director and sustainability lead at Commonwealth McCann Dubai, to talk about responsible and impactful advertising and how to push boundaries through strategic messaging in society.

“We are thrilled to collaborate with MBC Group and look forward to coordinating our future efforts to develop the abilities of women and female business owners while also assisting them in acquiring media and marketing skills that can advance their careers,” Halabi said.
 


STARZPLAY reveals Saudi viewership trends

STARZPLAY reveals Saudi viewership trends
Updated 23 September 2022

STARZPLAY reveals Saudi viewership trends

STARZPLAY reveals Saudi viewership trends
  • Comedy, anime and Arabic drama are most watched categories in Kingdom

DUBAI: Regional streaming platform STARZPLAY has released a study revealing the viewership trends of Saudi audiences in 2022.

Comedy, anime and Arabic drama were the most watched categories in the Kingdom, the study found.

“The Big Bang Theory,” “The Office and “Two and a Half Men” are among the top watched comedy shows, while “Naruto,” “Naruto: Shippuden” and “Attack on Titan” top the list of anime shows.

In line with the popularity of anime content, STARZPLAY is adding an anime movie, “One Piece: Stampede” by Takashi Otsuka, to its library.

This year, “Ertugrul” and “Al Mo’asses Osman” were the most watched Turkish titles among Saudi viewers, while the new seasons of “Bab Al-Hara” and “Al-Daheeh” topped the charts for premium Arabic content.

In addition to these categories, Saudi audiences also favored exclusive action movies like “Hummingbird,” “Wild Card,” “Gringo” and “Misfits,” as well as first-run movie releases such as “House of Gucci,” “Infinite,” “Last Seen Alive” and “Clean.”

The most binge-watched shows this year included “Dexter: New Blood,” “The Flash,” “Your Honor,” “Young Sheldon,” “The Good Doctor” and “Mr. Robot.”

Most STARZPLAY users in Saudi Arabia streamed content via their TVs, with 42 percent of all consumption occuring on smart TVs, followed by iOS and Android devices.

“While anime, comedy and Arabic drama remain favorite genres for our viewers, we also saw an increasing interest for live sporting events this year, which has immensely benefited our position as the ultimate platform for sports in the MENA region,” said Nadim Dada, vice-president of programming and content acquisition at STARZPLAY.

In celebration of Saudi National Day, all new users who sign up on the day can enjoy a discounted rate of SR9.2 ($2.4) per month with lifetime validity.

The Kingdom “continues to be one of our largest markets, with our platform witnessing stupendous growth this year,” said Dada, who added: “We look forward to strengthening our presence in the market.”


Media rights watchdog condemns arrest of Iranian journalists as anti-state protests spread

Media rights watchdog condemns arrest of Iranian journalists as anti-state protests spread
Updated 25 September 2022

Media rights watchdog condemns arrest of Iranian journalists as anti-state protests spread

Media rights watchdog condemns arrest of Iranian journalists as anti-state protests spread
  • Government-imposed internet blackout makes it difficult to obtain information on individuals in detention

LONDON: Media rights watchdog Committee to Protect Journalists has demanded the release of all journalists detained while reporting on anti-government protests in Iran.

“Iranian authorities must immediately and unconditionally release all journalists arrested while covering mass protests around the country and restore blocked internet access to the country,” the CPJ said in a statement on Thursday.

As reported by CPJ, Iranian authorities have arrested at least seven journalists since protests began last Saturday.

A government-imposed, near-total internet blackout has caused major disruptions to phone networks and social media apps, making it difficult to obtain further information about individuals who have been detained.

According to exile-based Iranian human rights group Hengaw Organization for Human Rights, clashes between security forces and protesters have left 15 people dead and 733 injured.

“Iranian authorities must immediately release all journalists arrested because of their coverage of Mahsa Amini’s death and the protests that have followed,” said CPJ’s Middle East and North Africa program coordinator, Sherif Mansour.

“Iranian security forces must drop their repressive measures against the journalists telling this critical story and restore the internet access that is vital to keep the public informed.”

Protests erupted across Iran last week following the death of Amini, a 22-year-old woman detained by morality police after allegedly violating Iran’s strict hijab law.

Women first took to the streets to protest against police brutality and call for more freedom from Islamic law, which requires them to cover their hair and wear long, baggy clothing.

In the past few days protests intensified, with other women posting online videos of themselves cutting their hair and burning the hijab.

On Monday, authorities arrested photojournalist Yalda Moaiery. Two days later,  reporter Niloofar Hamedi was detained after security forces raided her home and confiscated personal devices.

Recent events in Iran have provoked an international outcry, with protesters staging rallies in front of Iranian embassies worldwide.

 


People with hearing disabilities to experience Saudi anthem at this year’s National Day

People with hearing disabilities to experience Saudi anthem at this year’s National Day
The flag features multi-force sensors woven into the fabric of a Saudi Arabian flag. (Supplied)
Updated 23 September 2022

People with hearing disabilities to experience Saudi anthem at this year’s National Day

People with hearing disabilities to experience Saudi anthem at this year’s National Day
  • Haptic technology used to create immersive flag experience, bringing music to life

LONDON: The King Salman Center for Disability Research and Saudi Research & Media Group announced on Thursday the launch of cutting-edge haptic technology that allows people with hearing disabilities to experience the Kingdom’s national anthem.

The two companies have teamed up to design a wearable “hearing flag” that enables people to “feel” the song as part of a campaign celebrating Saudi Arabia’s 92nd National Day.

The flag features multi-force sensors woven into the fabric of a Saudi Arabian flag, to create an immersive experience that brings music to life in a way that can be felt physically on the body.

“Using the ‘hearing flag,’ people can immerse themselves in sound through real-time touch haptics which recreate the sensation of sound on the body,” said the two companies in a statement.

King Salman Center for Disability Research tweeted from its official account: “Have you heard of a sound that gives life? Have you heard of a flag that sings to the nation?”

The campaign, which is a partnership between the for-profit and nonprofit sectors, highlights how Saudi National Day “symbolizes the spirit of cooperation and empowerment of all members of society.”

To promote the initiative, King Salman Center for Disability Research and SRMG also launched an emotional campaign film across social media platforms depicting people’s first encounters with the flag and their own national anthem.

The flag, born out an idea by SRMG, was produced by London-based wearable technology brand CuteCircuit, which pioneers smart textile and interactive fashion.