Muscat – The decision to prohibit social media influencers from promoting or soliciting charitable and humanitarian initiatives without official approval has triggered discussion across the country’s growing content creation economy.

For many, the directive is less about restricting online activity and more about safeguarding public trust in an era when a single post can reach thousands of people within minutes.

The Ministry of Commerce, Industry and Investment Promotion recently clarified that businesses and influencers must not advertise or invite participation in charitable projects unless the organisations involved have obtained the necessary licences and approvals from the competent authorities.

The move comes as governments worldwide grapple with the challenges posed by digital fundraising campaigns, where questions over accountability, transparency and oversight have become increasingly common.

Antara Bose, an automobile influencer, believes the directive reflects the evolution of the creator industry.

“With influence comes responsibility. Content creators today are no longer just sharing moments online; many are shaping opinions, influencing purchasing decisions and driving impactful conversations within the community,” she said.

“As the creator economy continues to grow, it is only natural for the industry to evolve alongside it. Similar frameworks already exist in many parts of the world, and introducing a licensing system in Oman is a positive step towards bringing greater professionalism, accountability and credibility to the sector.”

Lifestyle influencer Fatima Al Balushi said the regulation would help protect both donors and legitimate charitable organisations.

“Many people donate because they trust the person sharing the appeal. If proper verification is not done, there is always a risk that funds may not reach the intended beneficiaries,” she said.

“This regulation helps ensure that charitable campaigns are legitimate and transparent.”

At the same time, some content creators are seeking greater clarity on how the rules will apply in practice, particularly for those who support community initiatives without financial gain.

Pakistani blogger Nabeel Khan, who collaborates with hotels and events, said clearer guidance would help avoid confusion. 

“Social media has immense power. Regulations like this can help prevent the circulation of unverified appeals and ensure that donations are channelled through approved organisations. However, we need more clarity and guidance, especially for influencers who regularly collaborate with community initiatives and do not charge money,” he said.

Industry observers view the directive as part of Oman’s broader efforts to strengthen governance in charitable activities while ensuring donations reach intended beneficiaries through authorised channels.

Travel and technology blogger Ali Al Lawati said the measure could also contribute to the professionalisation of the influencer sector.

“I welcome the move from the government. It will help regulate information and contribute to the development of the digital economy,” he said.

Tariq Al Barwani, an IT expert, said the growing influence of content creators makes accountability increasingly important.

“Influencers are no longer just content creators but also play an important role in influencing society as a whole. Licensing helps establish credibility, protect consumers and create a more professional digital ecosystem,” he said.