UAE Battles Hidden Vape Ads on Social Media

Hidden Ads Targeting UAE Influencers' Promotions

The media authority in the United Arab Emirates is taking strict action against influencers and content creators who indirectly or covertly promote content related to smoking, vape products, alcohol, or illegal drugs. This warning has become necessary due to the proliferation of hidden advertising practices on social media, where influencers promote these products not openly but through visual cues, product placements, or indirect affiliations.

Increasing Pressure on Influencers

Numerous influencers living in the UAE have reported being frequently approached by companies that sell vape products. These requests rarely contain traditional advertisement formats; instead, influencers are asked to, for instance, just hold the product in a video or story, or have it appear in the background, thus circumventing official advertising regulations.

This practice is particularly problematic because followers, especially young people, are significantly influenced by the lifestyles and choices of the individuals they follow. Hidden advertising can thus exert a substantial influence on the audience, albeit indirectly.

Clear Regulations

The UAE Media Council has explicitly stated that any advertisement—whether direct or indirect—related to smoking, alcohol, drugs, or associated products is strictly prohibited. The ban applies not only to traditional advertisements but also to any appearance that covertly links the influencer with the product.

This applies to visual representation of the product, use of brand identifiers, or even content reposted by others that reinforces the connection between the influencer and the product. According to the authority, all of this violates the country's media laws and can have severe consequences for those involved.

Implementation of a Mandatory Advertising License System

The Media Council not only warns but also takes active steps against violations. As part of this, a mandatory advertising license system has been introduced, which applies to any individual or company wishing to publish advertisements on social media platforms.

The aim of the new system is to protect the public from misleading or harmful content and to ensure that all advertising activities occur within transparent and legal frameworks. Under this system, all influencers involved in advertising activities must register themselves and, if needed, seek prior approval from the relevant authority.

What Qualifies as Advertisement?

According to the regulations, any content in which a product or service appears directly or indirectly with the intent of increasing its recognition or acceptance qualifies as advertisement. This applies to paid collaborations as well as “thank you” posts for received gifts.

For vape products, for instance, it is considered a violation even if an influencer is seen holding the device in a video without mentioning that it is an advertisement. The authority considers such actions as covert promotion that cannot be overlooked.

Protecting Public Health and Social Values

The primary intention behind the regulation is to protect social values and the health of the populace. The UAE leadership aims to reduce the possibility of harmful habits gaining popularity among younger generations, especially in the digital space, which can rapidly and intensely influence user behavior.

The authority believes it is not enough to filter only direct advertisements; in a modern technological environment, the impact of indirect promotions can be just as significant, necessitating strict scrutiny of such content.

Shared Responsibility for All Parties

The Media Council emphasized that adhering to the rules is not only the duty of influencers but also of every content creator present on social media platforms. Contributing accounts—for example, those that share or comment on hidden advertisements—can also be held accountable for reinforcing a violation.

This is especially important when an influencer's content is amplified by a partner company or another account, suggesting a partnership even if the original content did not contain specific advertising.

Transparency and Responsible Content Creation

The governmental bodies of the UAE remain committed to preserving the integrity of the digital environment. They encourage influencers and content creators to act with full responsibility in advertising and to evaluate their shared content with followers not only from a legal perspective but also from an ethical standpoint.

The power of social media is undeniable, which is why the responsibility is proportionally greater. Younger generations, who often rely on these platforms for information, rightfully expect the content they see to be authentic, transparent, and non-manipulative.

Summary

The United Arab Emirates sets an example in regulating digital content, with particular attention to the world of social media. The crackdown on hidden advertising related to vape products carries both a legal and societal message: the country takes public health challenges seriously and does not allow digital marketing to influence its citizens without borders.

Influencers should consider this stringent regulatory environment and prioritize transparent, ethical content creation to maintain long-term trust.

(Source of the article: UAE Media Council statement.)