From left: Jochen Bischoff, Committee Lead; Marie De Ducla, ABG Board Member and Co-Lead of the Advertising Business Group’s Influencer Marketing Committee.Influencer marketing in the UAE and Saudi Arabia has become a key driver of the digital landscape, with brands increasingly investing in influencer collaborations. However, as its impact grows, so does the need for greater transparency and accountability.
Recognising these industry shifts, the Advertising Business Group’s (ABG) Influencer Marketing Committee is comprised of industry leaders from TikTok, Google, Snap, Meta, Sociata, OMG, Vamp, InHype and more, represented by Jochen Bischoff, Marie de Ducla, Rasha El-Ghoussaini, Akash Nemani, Abed Agha, Anthony Nghayoui, Karl Mapstone and Jad Gosen.
This committee brings together key stakeholders – including brands, agencies and platforms – to foster ethical, transparent and effective influencer marketing practices in the UAE and KSA.
Despite a competitive landscape, these industry leaders share a commitment: to raise influencer marketing standards. Their collaboration underscores the power of unified action in ensuring transparency, compliance and sustainable growth.
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Establishing clear guidelines for influencers to encourage transparency
The ABG Best Practices Charters for the UAE and KSA provide essential guidance for content creators, ensuring compliance with evolving regulations. These documents outline ethical advertising frameworks, licensing requirements and disclosure best practices.
In the UAE, influencers earning income through brand partnerships must hold a commercial license from the Dubai Department of Economy and Tourism (DET) and an influencer license from the Media Regulatory Office (MRO). Saudi Arabia’s General Commission for Audiovisual Media (GCAM) mandates the Mawthooq license for both Saudi and non-Saudi influencers engaged in paid promotions.
These regulations are more than just compliance measures; they foster consumer trust and accountability. Transparent disclosures not only protect audiences but also enhance the credibility of influencers and brands alike.
Understanding consumer sentiments boosts transparency with influencer marketing
To better understand consumer perceptions, ABG conducted a survey in the UAE on influencer transparency. The results confirmed that audiences value honesty and prefer clear disclosure of
sponsored content.
Contrary to concerns that transparency reduces engagement, the survey found that well labeled sponsored content does not negatively impact audience interaction. In fact, clear disclosures strengthen credibility and long-term loyalty.
Examining compliance trends
The Influencer Marketing Transparency Report, conducted with Sociata, analysed 7,000 influencer posts across Instagram and TikTok in the UAE and KSA. Key findings included:
Approximately 20.3 per cent of influencer posts in the UAE were correctly labeled as sponsored, while 64.2 per cent were incorrectly labeled or not labeled at all.
In Saudi Arabia, compliance was lower, with only 14.4 per cent of posts correctly labeled.
Macro-influencers demonstrated the highest compliance rates, while micro and mid-tier influencers were less consistent.
Beauty, fashion and automotive sectors exhibited the highest rates of incorrect labeling.
A critical insight: proper labeling does not negatively impact engagement, debunking a common myth that transparency reduces reach and interaction.
“By working together, we can shape a sustainable, ethical and transparent influencer marketing ecosystem in the UAE.”
Advocating for a fair and sustainable ecosystem
Beyond compliance, the ABG committee explored broader industry concerns, including pay parity and ethical influencer-brand collaborations. Unequal compensation remains a significant issue, with many brands undervaluing influencer content despite strong engagement metrics. Some brands still request non-disclosure of paid partnerships, further undermining transparency. In one instance, an influencer was asked to sign an NDA stating they had not been paid – a clear violation of ethical marketing practices.
To address these challenges, ABG plans to launch a certification program in 2025 for influencers, brands and agencies. Similar initiatives in markets like France have successfully encouraged ethical partnerships by prioritising certified influencers. By equipping industry players with the right knowledge, we can foster a responsible ecosystem.
The future of influencer marketing in the region
As the UAE and KSA continue to emerge as digital marketing powerhouses, influencer-brand relationships are evolving. The industry is shifting from one-off collaborations to long-term partnerships, with brands investing in co-creation models where influencers serve as ambassadors rather than just advertisers.
Meanwhile, AI-generated and virtual influencers introduce new challenges around disclosure and authenticity. While these technologies present exciting opportunities, transparency remains non-negotiable.
Collective commitment to ethical growth
The ABG’s efforts go beyond advisory frameworks – they represent a call to action. Transparency is not a burden but a competitive advantage. Brands that prioritise ethical collaborations will not only meet regulations but also build stronger, more loyal communities.
By working together – brands, agencies, influencers and regulators – we can shape a sustainable, ethical and transparent influencer marketing ecosystem in the UAE.
The ABG encourages all industry stakeholders to adopt these best practices and contribute to the future of influencer marketing.
By Jochen Bischoff, Committee Lead, and Marie De Ducla, ABG Board Member and Co-Lead of the Advertising Business Group’s Influencer Marketing Committee.
