Saudi Arabia has implemented new regulations requiring all influencer advertisements to be licensed, aiming to ensure compliance with the country's media laws. The Ministry of Commerce has issued guidelines mandating that both resident and visiting influencers must obtain a "Mouathaq" (trusted) licence to advertise within the Kingdom.
What is the Mouathaq Licence?
The "Mouathaq" licence, issued by the General Authority for Media Regulation, is now mandatory for all influencers engaging in commercial advertisements in Saudi Arabia. The rules apply to residents and visitors, including foreign celebrities on visitor visas.
New Guidelines for Businesses
Businesses are warned against using unlicensed influencers for promotions. This includes:
- Ensuring influencers visiting Saudi Arabia have the required "Mouathaq" licence.
- Complying with Saudi Arabia's established media laws for all advertisements.
Licensing Criteria for Influencers
To obtain the licence, foreign investors and residents must meet specific criteria:
- Possess a commercial registration.
- Own at least 50% of a registered advertising or marketing agency involved in visual, audio, or digital media.
Impact on Influencer Marketing
These measures aim to regulate the growing influencer marketing sector in Saudi Arabia, ensuring legal compliance and promoting transparency in advertisements. By introducing the "Mouathaq" licence, Saudi Arabia seeks to align influencer marketing with its broader media strategy.
