ITP Media Group is hosting the UAE’s first Influencer Marketing Summit this morning at the Grosvenor House Hotel in Dubai Marina, chaired by the BBC broadcaster Andrew Neil.
The event will see high profile social media stars such as Joelle Mardinian giving the first keynote speech, while also examining how influencers and brands can work together, and issues of transparency and legislation.
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10am: Dino Wilkinson, Technology, Media
& Telecoms Partner, Norton Rose Fulbright, speaking about legislation, regulation and standards when it comes to social media.
What
are the risks?
“I should say from start that a brand has a relation with the
influencer. They go to them because they are genuine but they are some
guidelines that we will look at,” says Wilkinson.
Looking at advertising laws, Wilkinson says, “Influencers are not adverts but they benefit for brands.
In the UAE, the main law is the publications law and you have guideline from
National Media Council. We have the cybercrime law and they put restrictions on
certain materials. All the laws apply to all free zones. These regulations can touch
on influencers and when the campaign becomes advertisement.
“National
Media Council regulations apply to all adverts. It is very clear criticism of
state or flag is not allowed …if you are approving Trump anti-Muslim post… that
will not go well with the authorities here so be clear of it.”
He says legally
claims fall on influencer and brands if the post seems to be an
advertisement. “Remember,
it is all about Honesty, respect, transparency and disclosure,” he says.
Dino Wilkinson, Technology, Media
& Telecoms Partner, Norton Rose Fulbright
Are
are getting to issue of product liability, he asks.
“You don’t exercise control on
influencers, but if you don’t have control then you hand it over to anybody you
have to be conscious,” says Wilkinson.
“If you don’t then you get product claims and liabilities.
In world of beauty and medical products, there is a limitation to what can be
said and statements have to be backed legally. If you say brand A is better
than brand B, then you have to careful even if it’s on social media.
“Criminal
liability is a scary one. Whatever contract you have with an influencer and if
the influencer does something criminal then you face liability. You have to be
careful of what influencers say something about the products. Checks are
important on influencers and to safeguard.”
9.40am: In conversation with Andrew Neil Joelle Mardinian, CEO, Joelle Group, says when she started working with Max Factor, people did not know the
product and she had a lot of convincing to do.
Andrew Neil asks if she has turned down lot of brands. She says when the brand may not elevate her own brand name, she says ‘no’.
“It is to protect my brand and
they should protect their name and what is the important money or brand name?” she says.
Neil ass if brands let you promote their brands as you want to.
“I have a struggle with the agency and not brands. No one from agency understands
makeup and salons as I do,” she says. “Advertising must be convincing, honest,” she adds.
“It
works if they give flexibility to the social influencer but not when they give
us rigid guidelines.”
9.25am: “I
want to let people see how I think how I grab businesses and look for new
opportunities,” says Joelle Mardinian.
“When
it comes to sponsorship I am super careful. Before there was no social media,
so brands looked for actors and personalities. I wanted to look for a big
contract. They might watch but not believe what I am saying and preaching … so
it is a very tricky thing and it takes a lot of thought and planning and they I
wake up I have to think what I have to post. It is a full time job.”
She says social media works is you have a “strong voice”.
9.15am: Joelle Mardinian, CEO, Joelle Group, who has over 5 million followers on social media, says she takes her various social media platforms very seriously.
“I don’t have a personal Facebook and I won’t have it,” she reveals.
“From day one I am using media for business purposes and I love the fact and celebrity for 13 years and I could on to show my audience and fans only through my show. Twitter gave me a powerful voice,” says Mardinian.
She says Twitter was good at at being able to influence her fans, but then came Instagram, where everything has to be perfect.
“It’s all about pictures and I became addicted to Instagram,” she says. “I show my fans what I like to eat, clothes that I wear, socialising.
“Social media platforms are genuine and I have shared my lifestyle and how my ex-husband enjoying with my son though it was controversial but I want to share my voice and my bond with my fans.”
9.05am: Andrew Neil, Chairman, ITP Media Group, opens the first ITP Influencer Marketing Summit.
“We are looking for digital age and we are looking at importantly for social influence as a brand,” says Neil.
“We have signed up 27 influencers and sweet of the opportunities to brand and market our ITP projects. We see a remarkable opportunities and we bring a trusted mainstream media brands and benefits of our clients.”
