By Cameron Crawford, Partner, Head of Technology, Media & Entertainment, at CWB
In the UAE, when discussing the legal issues surrounding influencers, common topics include compliance issues such as how influencer regulations will shape brand positioning in social media posts, and whether online activity complies with the recently updated UAE cybercrime laws.
However, one question is often overlooked in the context of influencers; who owns the content?
In a conventional influencer post, there are three principal parties involved:
There is the brand, often acting via an agency, paying for the brand exposure. Then there is the influencer, possibly supported by a photographer or videographer, creating content and using the goodwill in their public persona and social media channels to contribute to the brand’s elevation. Last but not least, there is the platform on which the content is posted, using software and global reach to enable access to a vast audience.
This issue, fundamental to the media industry, can be key to the success of a campaign and to effective control over brand exposure; and brand owners and agencies should deploy sound contract management and a well-devised trademark registration strategy to protect their brands in the sphere of influencer marketing.
Learn more about the state of transparency in influencer marketing in the United Arab Emirates – Explore the full market study and report: