How Transparent Are Influencers in the UAE and KSA? A Deep Dive into 2024’s Findings

Unpacking the 2024 Transparency Report: How Influencers in the UAE and KSA Disclose Paid Content

The latest ABG Creator Brand Transparency Study takes a close look at influencer marketing practices in the UAE and Saudi Arabia—analyzing 7,000 Instagram and TikTok posts tagged with the region’s top 120 brands. The goal? To assess how clearly influencers are labeling sponsored content and how those practices compare to previous years.

Where Do We Stand?

In the UAE, there’s modest progress:

• 20.3% of posts were correctly labeled (up 3% from last year).
• Macro-influencers outperformed mid and micro-tier creators in transparency.
• Baby products, food & beverages, and technology ranked highest in proper disclosure.
• Travel, automotive, and beauty & cosmetics were most likely to fall short.

In Saudi Arabia, the challenges are more pronounced:

• Just 14.4% of posts were labeled correctly.
• Similar to the UAE, macro-influencers led the way in compliance.
• Beauty, fashion, and sports categories struggled the most with transparency.

Why It Matters

One key insight: Correct labeling does not reduce engagement. This debunks the myth that transparency hurts performance and reinforces the value of ethical, audience-first communication.

The findings underscore the importance of regional guidelines and continued education for creators and brands alike.

Download the full report here:

Creator Brand Transparency Study