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Dh5,000 fine for violating advertising rules in UAE

Abu Dhabi - Firms and individuals that will not comply with the advertising rules will be fined.

The National Media Council (NMC) introduced new advertising guidelines on Monday, aiming to protect the public from marketing frauds and fake news, promote economic development and uphold public morals.
The official guide covers content in all media platforms in the UAE and applies to the entire advertising sector, ranging from print, audio and visual media organisations to online firms and licensed social media influencers, according to the NMC.
Dr Rashid Al Nuaimi, executive director for media affairs at the NMC, said: "The rapid growth of the global media sector has seen the advertising sector in the UAE play an ever-increasing role in driving the economy."
With the new guide, the council will be on the lookout for rumours, false claims, scams, offensive materials, misleading information, and other advertising content that may harm the public and the state.
"Advertising contributes to the increase of product consumption, which in turn, leads to an increase in production output. It also has an important role in terms of social utility, as effective advertising can support cultural heritage and the civilisation of the state," Al Nuaimi said.
What the guide says
According to the new guide, individuals and firms in the advertising sector should not harm the economic system of the state; should not spread rumours or biased and misleading news; should not publish images or words that violate public morality; should respect intellectual property rights; should maintain ethical codes of conduct; and should uphold standards of honesty. 
They must also comply with rules on consumer protection and fair competition controls, commercial fraud, and legal monopoly. Advertising for alcohol, narcotics and tobacco in all its forms is prohibited and prior approval is required for ads related to health, education and real estate.
The guide also highlighted that advertisements must not be vague or ambiguous; should not contain false or misleading claims; should not use falsified images; should not exaggerate the product or service being advertised; should not lead to confusion with other names, products or activities; should not endorse criminal activity; and should not violate the existing standards for media content and classification.
On social media, blogs
According to the guide, advertisements on social media, websites and blogs must be clearly identified. They should also appear independent from the editorial and informative content. Any payments for online ads, whether in cash or in kind, must be disclosed. 
"All those who carry out advertising activities on a commercial basis are required to obtain a prior licence from the council," Al Nuaimi said. A number of social media activities, however, are exempted from licences, according to the guide. This includes charitable activities and free-of-charge, non-commercial advertising, among others. 
A fine of Dh5,000 will be imposed on violators. The amount will be doubled if the offence is repeated within one year from the date of the previous violation. 
ismail@khaleejtimes.com