The Dubai Government is warning the public about influencers
Like huge mobile digital billboards, influencers are here to stay.
Some use their power for good (such as Jerome Jarre who recently raised US$1 million in a single day for Somalia) and others use their social reach to flog "avo-on-toast" from whatever millennial-friendly breakfast cafe will pay them the most.
The UAE - which recently put in place laws that said influencers obtain a license from the government - is trying to educate social media users that everything they see on Instagram might not necessarily be true. Despite laws in place saying that all influencers must tag branded content as 'sponsored' or 'advertisement', sometimes consumers don't see the hashtag.
Which is why Dubai's Consumer Protection department put together the following video:
Dear Consumers:— حماية المستهلك - دبي Consumer Protection (@dubai_consumers) 20 October 2018
Do not restrict your choices to social media influencers opinion on a product, service or a meal in a restaurant.
Some of them are paid to advertise convincingly to you.
Ask more .. before you make a purchase . #smart_consumer #empowerd_consumer pic.twitter.com/ITFrVRaJEE
It doesn't paint a pretty picture of the business of influence; when the influencer gets finished pretending to eat a turkey ham and cheese croissant, she immediately halts the production and asks for her money.
A warning from the government department accompanies the video, asking consumers to be more aware of how they are being advertised to on social media:
"Do not restrict your choices to social media influencers opinion on a product, service or a meal in a restaurant. Some of them are paid to advertise convincingly to you."
So take heed, social media users. Not everything you see online is true. Now excuse us, we're off to find out where that lady in the video got that croissant. Delish.
If you want to know more about the new rule put in place for influencers by the Dubai Government, check out ITP Live.