CONTENT creators should be recognised as key partners in Bahrain’s growing digital economy, with a licensing or regulatory framework helping to professionalise the sector and protect consumers, according to local experts.
They believe clearer rules could promote greater transparency and accountability while safeguarding creativity and freedom of expression.
The theme was recently outlined at a training workshop for Filipino content creators at Wyndham Garden Manama.
The event marked the official launch of the Filipino Content Creators of Bahrain (FCCB) and was attended by officials from the Philippine Embassy and government representatives from the Philippines and Bahrain, alongside hospitality, business and digital media professionals.
The event featured talks on a range of topics, including the legal responsibilities of content creators, the importance of authentic storytelling, the potential of social media as a sustainable career and local efforts to promote professional content creation.
Remarks were delivered by Interior Ministry Television and Photography Division head Lt Col Dr Ahmed Ebrahim Dakheel, who spoke about the role of digital content creators within the kingdom’s broader media and security culture.
Last year, the UAE officially introduced an advertiser permit for social media creators, with compliance requirements taking effect in February this year. Kuwait followed suit, approving a new Media Regulation Law last month.
An influencer licence allows individuals to post promotional or commercial content on their social media platforms. This includes paid and unpaid advertisements, as well as content involving gifts and competitions. Those found in violation could face restrictions on posting as well as hefty penalties.
While Bahrain does not currently have a specific law governing social media influencers, MP Dr Muneer Suroor believes the kingdom could draw lessons from the experiences of other Gulf countries.
“Bahrain should examine and benefit from the UAE’s experience in regulating professional content creation and digital advertising,” Dr Suroor told the GDN.
“However, any framework adopted in the kingdom should reflect Bahrain’s own legal, social and economic environment. Most importantly, content creators should be viewed as partners in Bahrain’s growing digital economy and in providing useful, credible and high-quality digital content to the community,” he added.
Commenting on the possibility of an influencer licence being introduced in Bahrain, he noted that a Bahraini model could be built around professional responsibility and credibility in publishing, the protection of privacy and personal data, consumer protection and transparency in paid advertising.
“Content creators engaged in commercial activities should clearly identify sponsored content, exercise reasonable care over the accuracy of commercial information they publish, and respect the privacy and personal data of individuals,” he said.
“Particular attention should be given to sensitive areas such as health, financial services, children and other sectors where inaccurate or misleading content could have a direct impact on individuals and families.”
The legislator, however, stressed the need to strike a balance between regulation, creativity and freedom of expression.
“Regulation should support rather than discourage young Bahrainis, entrepreneurs and creative talent. A simple and accessible digital registration or permit system could help professionalise the sector, establish clear rights and responsibilities, and create greater confidence between content creators, businesses and consumers. The principle should be clear: regulate commercial influence without restricting creativity, protect people and their data, and make quality and public value part of Bahrain’s digital content culture,” he explained.
Echoing similar views, prominent Bahraini media and marketing pioneer and Gulf Marcom Group founder Khamis Al Muqla stressed that while digital marketing is an effective tool, having a regulatory authority to oversee the sector would help protect the interests of all parties.
“Many companies today are increasingly turning to social media and content creators as an integral part of their advertising strategies. I believe it would be in the best interests of all stakeholders, including consumers, if online creators operated within the framework of an established organisation rather than solely as independent individuals.
“Creators have access to powerful media platforms and should be able to benefit from that reach. However, this should take place within a regulated environment that promotes transparency, accountability, and consumer protection, while also safeguarding the interests of both creators and businesses,” Mr Al Muqla said.
Over the last decade, content creation has grown significantly in popularity, while easy access to social media platforms has enabled virtually anyone with an account to create and publish content.
Popular TikToker and freelance social media marketer from Muharraq Fahima Haque believes Bahrain would benefit from introducing a mandatory advertiser permit for content creators.
“I have observed that there is a lot of confusion among brands over the distinction between ‘actual’ content creators and people who simply have public accounts. Some brands that reached out to me for collaboration also approached friends of mine who never post anything in the sense of content creation. They just have a public account,” she explained, adding that this could disadvantage professional content creators.
The Bahrain resident and former customer service professional, who has been posting for more than 15 years, also noted that some creators lack accountability.
“They showcase fake engagement and inflated follower numbers. If licensing is introduced, this might help those who have authentic metrics,” she remarked, expressing her support for greater accountability and responsible content creation in the kingdom.
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