New guidelines regulating influencer marketing in Saudi Arabia; Mouathaq licence mandatory

In an effort to control influencer marketing in the Kingdom, the Saudi Ministry of Commerce has released new guidelines. The ministry cautioned companies against endorsing celebrities traveling to Saudi Arabia on visitor visas unless they possess a "Mouathaq" (trusted) license from the General Authority for Media Regulation in its most recent order to the Federation of Saudi Chambers.

According to the new regulations, influencers in commercial advertisements, whether they are locals or tourists, must have the appropriate license. The goal of this action is to guarantee that companies adhere to lawful advertising guidelines and that media operations in Saudi Arabia continue to be compliant with the nation's established media regulations.

Influencers operating in Saudi Arabia as well as those traveling there must now obtain the "Mouathaq" license, the ministry said in a statement. The license is applicable to influencers and content producers regardless of their residency status, the ministry explained.

Specific requirements for acquiring the license have been delineated by the General Authority for Media Regulation. In order to apply, locals and foreign investors must be commercially registered and hold at least 50% of a registered marketing company or advertising agency that works with digital, audio, or visual media.