MUSCAT, MARCH 26
The Ministry of Commerce, Industry and Investment Promotion (MoCIIP) began the implementation of the regulations of online marketing and promotion in accordance with Ministerial Resolution 619/2022 issued last December.
The Ministerial Decree stipulates that individuals must apply for a licence through the Ministry before promoting products or services on online websites and social media platforms with or without charge.
“The regulation aims to oversee the marketing or promotion of any goods or services, with or without charge, displayed and published in writing, drawing, image, symbol, sound, or by any other means on any websites or social media that allows user interaction, through what is shared with them by means such as photos, blogs, videos, etc. to reach and interact with customers,” shared Azza bint Ibrahim al Kindi, Director of the Commercial Affairs and eCommerce Department at the Ministry.
According to Al Kindi, potential licensees can apply for the permit through the “Invest Easy” portal on the Ministry’s websites without charge.
“The licence will be issued automatically without the need for other approvals, in order to facilitate the start of their business,” she added.
Failure to adhere to the guidelines might result in a warning or fine not exceeding RO 1000.
23-year-old lifestyle influencer Shaima al Abrawi welcomes the new regulations. She believes that the new regulations will help reassure both parties and provide a legal safety net.
“I think that the [regulations] are a good idea, because it’s going to help people who seek the services and it will keep me safe from potential frauds.” According to Al Abrawi, there have been multiple instances where clients failed to fulfil their obligations.
“It will save us a lot of work and effort, and it will be easier to report [breaches],” she said, adding, “I think it will affect my work positively because it will make me and the person approaching me to promote their products feel safe and reassured.” Additionally, Al Abrawi appreciates the permit being free of charge. “It’s actually really good, because we are already not getting enough income from what we are doing, sometimes we advertise things for free.”
Al Abrawi believes that it will give those who rely on social media as a source of income a chance to compete and generate an income, arguing that a hefty licence fee would be detrimental to their potential income.
According to the by-laws, licensees must display their licence number during the activity and adhere to a set of guidelines.
These include the prohibition of the promotion of counterfeit goods, tobacco and smoking in all forms and methods of consumption, and unlicensed projects.
Additionally, the guidelines will also prohibit the infringement of intellectual property within the promotional materials.
Penalties to the guidelines include a warning, a fine not exceeding RO 1000, a suspension of the licence for a period no longer than a year, or the termination of the licence.
Promotional activities of non-profit practices, such as charities or voluntary work are the only exception to the guidelines.
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