It is one of the initiatives of the media strategy and localization of the advertising sector in the Kingdom of Saudi Arabia and its organization. The Mawthooq License follows the General Authority of Media Regulation and aims to regulate the status of individuals providing advertising content on social media platforms. Through "Mawthooq," individuals are licensed to provide advertising content on social media platforms.
The Mawthooq License covers social media platforms including (X, Instagram, YouTube, TikTok, Snapchat, and Facebook). The Mawthooq License offers a service for individuals to register for a license to provide advertisements on social media platforms. The license is mandatory for individuals to engage in advertising activities.
The conditions for obtaining a Mawthooq License include compliance with the terms and controls set by the General Authority of Media Regulation for individuals providing advertising content on social media platforms. This includes adherence to controls related to content, advertisement, classifications (including age ratings), and instructions issued by the authority. The content provider must also commit to submitting any data, information, or reports requested by the authority, and to immediately cease advertising any media content upon the authority's request without objection. Additionally, no advertisement may be displayed except through an account registered with the authority and linked to the granted license. Non-Saudis must commit to not engaging in the activity without obtaining the necessary licenses and approvals from the authority and relevant entities.
The controls for licensing individuals to provide advertising content on social media platforms apply to citizens, residents, and foreign investors advertising through social media platforms about a brand, product, service, event, or commercial activity offered or located within the Kingdom. Exempt from obtaining the license are advertisements for an event or activity by a government entity, and an individual's advertisement for their own product or service through their personal account.
According to the controls, sponsorship is considered an advertisement that requires obtaining a license. However, individuals under the age of eighteen are exempt from this requirement for activities related to education, sports, and culture, provided that the sponsorship activity aligns with the individual's age classification.
The conditions and controls for licensing individuals to provide advertising content on social media platforms outline ten obligations that the licensee must comply with:
- Using the account names and descriptions provided in the license, these cannot be modified except upon license renewal or through submitting a modification request.
- Preventing any other person or party from advertising through the account registered with the authority.
- Clearly indicating that the content being displayed is an advertisement or promotional material, whether paid or unpaid, to avoid any confusion.
- Ensuring that the advertising material does not directly or indirectly deceive or mislead consumers, or cause confusion with other products, services, or brands.
- Respecting the reputation of companies, institutions, or individuals when advertising, avoiding harm, disparagement, or undermining fair competition principles.
- Refraining from advertising or promoting illegal products, services, or activities.
- Avoiding the exploitation of children for advertising and marketing purposes.
- Complying with the requirements and conditions issued by the entities responsible for the advertised product or service, ensuring that the products or services advertised comply with applicable laws and are approved and licensed by relevant entities.
- Refraining from displaying or broadcasting advertising or promotional material without a written contract or agreement.
- Ensuring advertisements exclude content involving cruelty, violence, incitement to commit crimes or racial discrimination.
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