The Ministry of Information is developing legislation to define the legal status of influencers, establish disclosure rules, and set standards for sponsored content while protecting freedom of expression.
Lebanon is moving to create its first dedicated legal framework governing influencers and content creators, reflecting the growth of paid social media endorsements into a significant advertising market. The Ministry of Information has confirmed that work is underway on a standalone law addressing influencers and bloggers, to be developed alongside broader media law reforms. The move comes as brands, restaurants, clinics, and companies increasingly pay content creators to promote products and services to audiences that may number in the tens or hundreds of thousands.
Minister of Information Paul Morcos said the proposed legislation remains in preliminary stages, with the first draft not yet complete. The law will define the legal concepts of "influencer," "content creator," and "blogger," while clarifying their responsibilities regarding published content. It will also establish publishing standards designed to combat misinformation, hate speech, incitement, defamation, privacy violations, and threats to minors, while outlining procedures for addressing breaches.
The legislation aims to modernize Lebanon's legal framework to match the rapid expansion of social media and the digital content industry, Morcos said, while preserving freedom of opinion and expression. Once the initial draft is finished, stakeholders and legal experts will be invited to review the text and submit comments before the bill enters the legislative process.
Key questions remain unresolved about the shape the law will take. Should influencers be required to clearly disclose paid partnerships using terms such as "Advertisement" or "Sponsored"? Should free products, complimentary stays, or sponsored travel count as compensation requiring disclosure? What rules should govern promotion of medicines, dietary supplements, and cosmetic procedures, and should such endorsements require prior approval from health authorities?
Liability presents another open question. If an influencer promotes a product using false or misleading claims, should the influencer bear responsibility, the advertising company, or both? Additionally, if influencers regularly earn income through sponsored content, they are engaging in economic activity that raises questions about income registration, invoicing, contractual obligations, and tax compliance.
Several countries have already established regulatory models. France adopted dedicated legislation in 2023 that established a legal definition of commercial influencers, imposed advertising rules, and prohibited or restricted promotion of certain sensitive products. The United Arab Emirates created a licensing system requiring an "Advertiser Permit" for individuals engaged in commercial advertising through social media, with requirements concerning eligible accounts and promotional content.
The United States Federal Trade Commission requires influencers to clearly disclose any material relationship with brands they promote, extending to free products, discounts, complimentary services, and other benefits. In the United Kingdom, advertising rules require users to recognize promotional content immediately, with enforcement action possible against influencers who repeatedly fail to comply.
Lebanon is not expected to adopt the French or Emirati models unchanged. Instead, it must develop a framework suited to its own legal system, digital economy, and commitment to freedom of expression. The central challenge lies in distinguishing between personal expression and commercial activity, a line that effective regulation must clarify to increase transparency and strengthen consumer protection while providing legal certainty for content creators.
The law's purpose is not to suppress Lebanon's growing influencer economy, but to ensure that influence does not become deception. Regulation should provide legal clarity for content creators without stifling innovation or creativity, while preventing social media influencing from becoming a default profession for people seeking easy income. The legislation is expected to balance these competing interests as it moves through the legislative process.
