I touched more than once to the importance of the existence of a law on social media that regulates the process of advertising and declaring clear controls for the work of celebrities, the problem is that many advertisers do not care about what they announce, because the standard is only material gain, even if the product or service is without value or carrying direct harm to the consumer, and this imbalance needs urgent legislative treatment, because the digital space has become the first influence in people’s behavior.
The Kingdom of Saudi Arabia has taken an advanced step in this direction by launching a “reliable” system, which requires any influencer who gets a return from advertisements to obtain an official license from the state, and most importantly it is the last decisions that put accurate controls on the content industry, such as preventing boasting of luxury property, preventing the depiction of children or domestic workers in the content of daily life, and prohibiting uncomfortable manifestations or behaviors that offend taste The year, and these measures aim to control the messages directed to the public, and protect society from superficial consumer aspects that may create social gaps or exploit the weakest groups.
Among the first countries to have been channel social media and public space was the Emirates that developed an integrated system for the license of influencers, and made them part of the official media system, but it is noteworthy that it stressed the issue of national identity; None of the Emiratis are not entitled to represent the country or speak its name in advertisements or digital content, and the message here is clear that the image of the Emirates is not an area for individual diligence, but rather a sovereign issue that protects the laws and is controlled by specific criteria, and this model reflects awareness that the digital space today is the interface that reflects the image of the state in front of the interior and abroad.
These two experiences put in front of us clear lessons, the first of which is that the digital advertisement is no longer a passing activity, as it has turned into an economic sector that needs laws like any other activity, the second is that the absence of legislation opens the door to chaos, where the follower turns into an easy victim of misleading advertisements and irresponsible messages, and thirdly that the national identity can be exploited in its place if there are no clear lines that determine from He is entitled to represent the state and how to use general symbols.
In Bahrain, the need to legalize this field increases, and to issue legislation for communication platforms that have become the first source of news, information and advertisements, and any escape in it is reflected directly on society, the required is a law that defines the conditions of licensing for influencers, the mechanism of disclosure of funded content, and controls that protect public taste and family privacy, in addition to criteria related to the representation of national identity, so the presence of such legislation will give the market The local is greater credibility, enhances consumer confidence, and puts the effect in front of clear responsibilities that cannot be exceeded.
The legislation on social media has become a national necessity, as the advertisements that celebrities provide, with the direct impact they carry on people’s options and values, must be under the umbrella of a clear law that determines responsibilities and prevents manipulation, and existing experiences in Saudi Arabia and the UAE have proven that the organization raises the level of credibility and protects society from the manifestations of exaggerated review and consumption, and gives the digital space a more serious and disciplined adjective.
We need a similar step that makes the effect a partner in building confidence, not a source of confusion, and makes the advertisement tool to serve the economy and society, not a means of rapid profit at the expense of the follower, and this is the way that guarantees that the digital platforms turn into a production space, knowledge and communication responsible, and makes it an added force element that enhances the state’s position and protects the image of society.
