All you need to know about Saudi Arabia’s new social media influencer permit

Saudi influencers including Aram Kabbani, left, and Nada Al-Nahdi, right, use social media platforms to promote fashion and lifestyle brands. (Social Media)
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Updated 11 August 2022

All you need to know about Saudi Arabia’s new social media influencer permit

  • From October, every Saudi and non-Saudi content creator who earns revenue on social media must first apply for an official permit
  • For a fee of SR15,000 (roughly $4,000), content creators will receive a permit lasting three years, allowing them to work with private entities

LONDON: As more Saudis connect through their social media profiles and even begin to profit from these platforms, the Kingdom has launched a new licensing system to properly monitor the influencer industry.

From early October, every Saudi and non-Saudi content creator in the Kingdom who earns revenue through advertising on social media must first apply for an official permit from the General Commission for Audiovisual Media (GCAM).

For a fee of SR15,000 (roughly $4,000), content creators will receive a permit lasting three years, during which time they can work with as many private entities as they wish and promote any product or service, as long as it does not violate the Kingdom’s laws or values.
 

The incoming influencer license “is not a permit to censor or to block,” Esra Assery, CEO at GCAM, told Arab News. “It’s more of a permit to enable the maturity of the sector. We want to help those individuals grow, but grow in a professional way so they can make a career out of (social media revenue).”

The new regulations are being touted as legal protections, both for influencers and businesses wishing to advertise with them, so that rates and contractual obligations are standardized across the industry.

“The market is so unregulated,” said Assery. “We’re not against influencers or those individuals. Actually, we want to enable them. If you check out the new bylaw, it protects them also, because the bylaw regulates their relationship with the advertisers.”
 




Esra Assery, CEO at Saudi Arabia's General Commission for Audiovisual Media. (Supplied)

Currently, anyone in Saudi Arabia is able to advertise on social media and earn money from deals with private entities — with payments per post climbing into the thousands of riyals, depending on the number of followers an influencer can reach.

Concern has been expressed that introducing permits and regulations will undermine how much money influencers can make and might even constitute censorship. However, GCAM insists the permits are designed to ensure transparency between influencers and their clients.

Saudi influencers, whether based in the Kingdom or abroad, must apply for the permit if they wish to work with a brand — local or international. However, non-Saudi residents in the country must follow a different track.

After applying to the Ministry of Investment for a permit to work in the country, they can then apply for an influencer permit through GCAM. However, non-Saudi residents must be represented by specific advertising agencies.

“While some influencers may focus on the short-term loss of paying the license fee, there is a huge benefit to licensing coming in as it legitimizes the sector on a national level,” Jamal Al-Mawed, founder and managing director of Gambit Communications, told Arab News.

“This is crucial in the influencer industry as it has been a bit of a wild west for marketing in the past, with no clear benchmarking for rates or contracts.”

Al-Mawed said that the new measures can protect brands that are susceptible to fraud “when they pay huge budgets to influencers who are buying fake followers and fake engagements. This creates a vicious circle, as hard-working content creators are undermined by the bad apples.”

Although the new license is unlikely to solve every issue overnight, “it does create a foundation for more professionalism and accountability,” Al-Mawed added.




Under new rules, non-Saudi residents and visitors to the Kingdom are prohibited from posting ads on social media without a license. (Shutterstock image)

In June, non-Saudi residents and visitors to the Kingdom were prohibited from posting ads on social media without a license. Those who ignore the ruling face a possible five-year prison sentence and fines of up to SR5 million.

GCAM announced the ban after finding “violations by numerous non-Saudi advertisers, both residents and visitors, on social media platforms.”

“After checking their data, it was found that they had committed systemic violations, including lack of commercial registrations and legal licenses, and they are not working under any commercial entity or foreign investment license,” the commission said at the time.

Now, with a regulated license, such violations will be easier to monitor and the sector will be better regulated to ensure full transparency.
 




Businesses such as bakeries or hair salons that hold social media accounts and advertise their own products or services are not covered by the prohibition. (Shutterstock image)

Although Saudi influencers will be able to hold full-time jobs while earning on the side through promotional campaigns on their social media profiles, the law states that non-Saudis can work only in one specific role while residing in the Kingdom.

However, the system does not apply to businesses and entities — such as bakeries or hair salons — that hold social media accounts and advertise their own products or services on these platforms. Only individuals are affected by the new law.

There are certain exceptions, however, such as individuals who have been invited to the country by a ministry or government entity in order to perform, including musicians and entertainers.

With the rise of social media over the past decade, content creators and so-called influencers with thousands of followers on Instagram, TikTok, Snapchat and other platforms have drawn audiences away from traditional outlets, such as television, newspapers and magazines, to new and largely unregulated media.
 

Sensing the shift in content consumption, advertisers have followed the herd. Crystal-blue waters caressing white, sandy beaches at luxury resorts and scrumptious feasts at the finest restaurants are now commonplace on influencer profiles as businesses rush to take advantage of more “natural-feeling” product placement.

However, regulators have struggled to keep up with this rapid transformation, leaving the process open to legal disputes, exploitation and abuse. That is why authorities elsewhere in the world have also been exploring influencer permits.

Dubai, widely seen as the influencer hub of the Middle East, is among them.

In 2018, the UAE’s National Media Council launched a new electronic media regulation system, which required social media influencers to obtain a license to operate in the country.

The cost of the annual license is 15,000 AED (roughly $4,000). Those who fail to obtain or renew the license can face penalties including a fine of up to 5,000 AED, a verbal or official warning, and even closure of their social media accounts.

The rules apply to influencers visiting the UAE as well. They must either have a license or be signed up with an NMC-registered influencer agency to operate in the country.

With Saudi Arabia progressing in the entertainment and creative industries, the introduction of the license is viewed as a step in the right direction.

“It’s great news for the industry,” said Al-Mawed. “When someone is licensed by the government to offer their services, that gives them a level of safety and trust and can help filter out the scammers who prefer to fly under the radar.”

 

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On coffee, world owes a debt of gratitude to Saudi Arabia's Khawlani bean

Updated 30 September 2022

On coffee, world owes a debt of gratitude to Saudi Arabia's Khawlani bean

  • Arab News launched atest deep dive, “A cup of Gahwa: The taste and traditions of Saudi coffee”
  • Interactive feature celebrates Year of Saudi Coffee ahead of International Coffee Day this Saturday

LONDON: Arab News launched its latest deep dive, “A cup of Gahwa: The taste and traditions of Saudi coffee,” celebrating the Year of Saudi Coffee ahead of International Coffee Day this Saturday.

The long-form, interactive feature delves into the culture and heritage of Saudi coffee as it explores the home of Jazan’s green gold — the Khawlani bean.

Arab News partnered with Jabaliyah, the first coffee brand to originate exclusively in the Kingdom, on the deep dive and a limited edition coffee box.

“As Arab News celebrates the Year of Saudi Coffee, it’s our pleasure to partner with Jabaliyah, a speciality Saudi coffee company. Always supporting talented local business, Jabaliyah has produced delightful smooth Saudi coffee, which we are proud to partner with,” Arab News Assistant Editor-in-Chief Noor Nugali said.

Reporters traveled to Jabaliyah’s headquarters in Jazan to speak to the company’s co-founder and learn how the Khawlani bean goes from the tree to the brew.

“Arab News has been a key supporter of local authentic innovation and local startups from the get-go. We have been privileged at Jabaliyah to have had this support from them since the early days of our launch three years ago, and they continue to celebrate our endeavor as a true local content venture,” Ali Al-Sheneamer, co-founder of Jabaliyah, said.

For centuries, coffee has played a central role in the social life of Saudis. It is nothing less than a national symbol of identity, hospitality and generosity, and the focus of gatherings formal and informal, from the tents of the Bedouin of old in the deserts of Najd, to the stylish new cafes in the Kingdom’s cities.

But what some might not appreciate, even as 2022 is celebrated in the Kingdom as the Year of Saudi Coffee, is that when it comes to the planet’s most popular drink, the whole world owes a debt of gratitude to Saudi Arabia — the Khawlani bean.

Today, coffee is most closely associated with countries such as Brazil and Colombia.

But the potential of the coffee tree, which grows wild only in Ethiopia, was first recognized and developed by Arabs, as far back as the 14th century.

As William Ukers, editor of the Tea and Coffee Trade Journal in New York, wrote in “All About Coffee,” his exhaustive 1922 study: “The Arabians must be given the credit for discovering and promoting the use of the beverage, and also for promoting the propagation of the plant, even if they found it in Abyssinia (Ethiopia).”

Hundreds of years ago, discovering that the plant Coffea arabica thrived in the climate of the lush mountains of the land that would become Saudi Arabia, they brought it across the Red Sea to the Arabian Peninsula.

There, they successfully cultivated it on terraces cut into the flanks of the Sarawat Mountains, perfecting the art of roasting and brewing the seeds of its fruit to make the drink the world would come to know and love.

Not for nothing is the Khawlani coffee bean known in Saudi Arabia as “the green gold of Jazan.”

The bean, and the knowledge and practices related to cultivating it, occupies such a central role in the heritage and traditional social rituals of Saudi Arabia that it is now being considered for inclusion on UNESCO’s List of the Intangible Cultural Heritage of Humanity.

According to the document submitted to UNESCO by the Ministry of Culture, the Khawlani bean is named for Khawlan bin Amir, a common ancestor of the coffee-growing tribes that live in the mountains of Jazan province

“During the harvest season,” the document says, “farmers break the monotony of the work by singing poem verses. One person sings and the group repeats after to create a harmonic rhythm as they pick coffee beans.

“Men and women both roast then grind the beans used to prepare coffee.”

Importantly, the skills are handed down from generation to generation: “Families encourage youngsters to work in the lands, starting with minor tasks, until they develop the skills and know-how needed to cultivate coffee trees and the processing of the coffee beans.”

Coffee, adds the UNESCO document, “is a symbol of generosity in Saudi Arabia,” and the tribes of Khawlani personify this “through their dedication and their passion for this practice.”


Riyadh forum to focus on science, philosophy

Updated 30 September 2022

Riyadh forum to focus on science, philosophy

RIYADH: Space diplomacy, climate change and environmental issues will be among far-reaching topics to be discussed at a major philosophy and science conference in the Saudi capital.

The event is being organized by the Kingdom’s Literature, Publishing and Translation Commission and will take place from Dec. 1-3 at King Fahd National Library in Riyadh.

Philosophers, scientists and artists will take part in the forum, which is being held under the theme “Knowledge and Exploration: Space, Time and Humanity.”

The three-day conference will include lectures, panel discussions, seminars and workshops on a range of issues affecting the future of the planet.

Mohamed Hassan Alwan, CEO of the Literature, Publishing and Translation Commission, said: “Last year’s ground-breaking conference succeeded in putting Saudi Arabia on the global philosophical map, and established the Kingdom as a regional center for philosophical dialogue.”

The second conference “will bring together leading philosophers, educational institutions and others to debate the important issues of our time, and help stimulate intercultural, international and interdisciplinary dialogue,” he said.

Speakers for the event will be announced nearer the date of the conference.


Arab publishers turn the page with audiobooks, Riyadh forum told

Updated 28 September 2022

Arab publishers turn the page with audiobooks, Riyadh forum told

  • Kingdom’s key role in regional publishing outlined on conference final day

RIYADH: The second edition of the International Publishers Conference held in Riyadh ended on Wednesday with sessions focusing on the growing demand for audiobooks, the impact of technology and data services, and the search for ways to innovate and renew education.

The event, which was organized by the Literature, Publishing and Translation Commission, introduced a session themed “Stages of the Global Book Publishing Industry.”

Abdul Karim Al-Aqeel, president of the Saudi Publishing Association, told the session that the Kingdom plays an important role in the growth of the regional publishing business.

Saudi Arabia “has 300 publishing houses, 1,000 individual writers, and reading is popular among 31 percent of the population,” he said.

The two-day conference was attended by Secretary-General of the Indonesian Publishers Association, Mohammed Radwan. 

The event held eight interactive sessions and five workshops to discuss key aspects of the book and publishing industry, review future prospects and read current market trends.

Mohammed Zatara, founder of Wajeez for Audiobooks, said that the format helped to expand public knowledge “because an audiobook can be accessed any time and any place, whether one is going to work or working out at the gym.”

Sebastian Bond, head of the Middle East and Northern Africa at Storytel, said improving the audiobook business requires collaboration between traditional publishers and their audio counterparts to ensure enriching and enlightening content.

Ibraheem Al-Sinan, head of editorial at Raff Publishing, told Arab News that the standard of authorship is “extremely high in the domains of creative books, as well as professional and educational books.” 

Ibraheem Al Sinan, head of editorial at Raff Publishing. (Supplied)

However, he believes that “this trend does not exist in the market due to the difficulty of publishing houses to absorb it and because readers are not attracted by the new authors.”

Al-Sinan said that authors have become part of the so-called content industry, particularly in the film-writing, series and marketing content sectors, “because of high financial return” in these fields.

Publishing has expanded recently with the inclusion of audiobooks and electronic books, “because of the society’s interest in new audio media such as podcasts,” he added.

Audiobooks are recognized as the fastest-growing and most acceptable format, but “are still not as popular as paper books,” Al-Sinan said.

Mohammed Alsalem, a member of the Arab Publishers Association, believes that the presence of “podcasts” as a content channel has had an impact on the widespread and acceptance of audiobooks. 

Mohammed Alsalem, a member of the Arab Publishers Association. (Supplied)

Alsalem predicted a bright future for publishing in the region, particularly in translation and better reader access via traditional and digital channels, indicating “A promising future for publication.”

Mohammed Kandil, CEO and founder of Dar Molhimon Publishing and Distribution, said that artificial intelligence is “inevitably coming,” and that it will help publishers to upgrade their profession and professional development. 

Mohammed Kandil, CEO and founder of Dar Molhimon Publishing and Distribution. (Supplied)

He believes that while audiobooks are now expensive to produce, “one day they will be the basic material on which the writer relies.”

Mesfer Alsubaie, general director of the Arabic Literature Center for Publishing and Distribution, said that the publishing future is thriving locally and regionally because of local and international book fairs, which have helped considerably in the evolution of the publishing sector. 

Mesfer Alsubaie, general director of the Arabic Literature Center for Publishing and Distribution. (Supplied)

Salih Al-Hammad, founder of Rashm House for Publishing and Distribution, said that although audiobooks are having a growing impact, “paper books have kept their shine and quality.”

He said: “When we talk about audiobooks today, we talk about a few categories of readers associated with the concept of a detained reader, any reader who is in a hospital, on a train, or on an airplane. Book authorship has gone through phases, and books will remain and won’t disappear, just like radios remained when TVs were invented.”

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British team to retrace steps of epic Philby trek across Saudi Arabia

Updated 30 September 2022

British team to retrace steps of epic Philby trek across Saudi Arabia

  • Explorer’s 1,300 km journey a century ago led to lifelong friendship with Ibn Saud, Kingdom’s first ruler
  • The expedition was launched by the UK’s Princess Anne, and the team includes Philby’s granddaughter

LONDON: An Arabian desert expedition aims to retrace the steps of a famous journey by a British explorer who served as an adviser to the first ruler of Saudi Arabia.

The planned 1,300-km Heart of Arabia coast-to-coast trek across the peninsula was launched by Anne, Princess Royal of the UK, on Wednesday. It was her first public engagement since the death this month of her mother, Queen Elizabeth II.

The expedition will honor the undertaking and achievement of adventurer, Arabist and intelligence officer Harry St. John Philby, who traveled from the Gulf coast village of Al-Uqair to Jeddah, on the Red Sea coast, on a mission in support of Ibn Saud, the Kingdom’s first ruler.

The Heart of Arabia journey will set off in November, a century after Philby’s crossing. It is led by veteran British explorer Mark Evans and the team, which will travel by foot and on camels, includes Philby’s Saudi granddaughter, Reem.

After reaching Riyadh they will travel west on the final stage to Jeddah, which is likely to present the greatest challenge because of harsh winds and rough terrain, including sand and loose rock.

Philby was sent to Arabia during the First World War to assist T. E. Lawrence as part of the British efforts to foment an Arab uprising against the Ottoman Empire, which at the time stretched across the Red Sea side of the Arabian Peninsula all the way to Yemen.

His journey led to groundbreaking cartographic and natural discoveries, and resulted in significant changes to the political landscape of the Middle East.

Philby, who would later reside in Riyadh, developed a close relationship with Ibn Saud, who at the time was a significant tribal leader. Philby adopted local dress and customs, and converted to Islam, which helped him play a key role in the events that led to the Arab Revolt and the creation of Saudi Arabia.

Evans said of Philby: “He is considered by many as one of the greatest early explorers of Arabia. He not only set out across uncharted land but took time to record everything he saw.”

Reem Philby said that she is drawn to “the stillness and constant movement of the desert at the same time.”

She added: “Just observing how nature controls everything in harmony and how we are the ones that have to adapt, makes one very humble.”

Princess Anne said: “How did people live in the environment that he crossed? What was different about it? And actually, what’s perhaps even more important in modern terms, is to understand how much has changed compared to what existed before.”

The Arabian landscape has long attracted interested intrepid Britons, including explorer and writer Wilfred Thesiger, who commended the tribes he encountered during his crossing of the Kingdom’s Empty Quarter for their loyalty and generosity.
 

A Cup of Gahwa
The taste and traditions of Saudi coffee
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Hajj, Umrah e-services app undergoes update, name change

Updated 28 September 2022

Hajj, Umrah e-services app undergoes update, name change

MAKKAH: Hajj and Umrah government officials have alerted pilgrims around the world about an important update and name change to a key services and permits app for the Two Holy Mosques.

Launching the newly named Nusuk app, an update on the Eatmarna platform, Minister of Hajj and Umrah Dr. Tawfiq Al-Rabiah said visitors and worshippers would be able to access a range of e-services including applying for a visa and booking hotels and flights.

Hajj and Umrah services adviser, Ahmed Saleh Halabi, told Arab News: “During the past few years, the Ministry of Hajj and Umrah has been keen to switch to the e-government system to add ease to the experience of pilgrims and visitors. As such, their experience will be forever remembered as an enriched religious journey.”

He pointed out that the portal allowed users to select from a list of service packages.

“The program will provide the pilgrims with a cultural and religious journey, while reflecting the bright and civilized side of the Kingdom in the Two Holy Mosques,” he added.

The platform has been designed to provide services and information to help worshippers perform rituals with ease and is part of the Saudi Vision 2030 objectives to improve service offerings and the quality of religious experience.

Ahmed Bajaiffer, an investor in Umrah companies, said: “Nusuk is the representation of the strong will of the Kingdom’s leaders and their loyalty toward Muslims, citizens, and residents.”

Nusuk has been launched in cooperation with the Saudi Tourism Authority and is linked to the services provided by the Kingdom’s official tourism website, Visit Saudi Arabia.

Head of the World Hajj and Umrah Convention, Mohsin Tutla, told Arab News: “What Nusuk has developed resonates with the World Hajj and Umrah Care Foundation’s vision toward enhancing the pilgrim’s experience.

“When traveling to a foreign country, visitors may often feel anxiety or even fear; for many, Arabic is not their first language, and trying to make sense of the cultural practices of a new country at times can be difficult.”

Via the nusuk.sa platform, Hajj and Umrah performers can receive visit or Umrah visas with the option to buy a service package and pay electronically.

“The launch of this service sends a strong message with it: We are listening, we are caring, and we will provide the solutions to continually enrich your experience, and we do it with passion, as the Kingdom sees serving pilgrims as a privilege and obligation,” Tutla added.

According to the Saudi Press Agency, more than 21.5 million Umrah and Hajj performers had registered with the Eatmarna app since its launch, and it has issued 6.4 million permits to visit and pray at Al-Rawdah Al-Sharifah at the Prophet’s Mosque in Madinah.