UAE to introduce national standards for children's media content
More from the National Media Authority The UAE will implement national standards for media content directed at children, the National Media Authority announced on July 1 as part of a wider system overhaul aimed at improving accessibility and quality in children's media rights via all digital and traditional forms.
The announcement was made by Maitha Majid Al Suwaidi, Chief Executive Officer of the Media Strategy and Policy Sector at the National Media Authority during a media briefing to announce the Cabinet Resolution regulating children's access to social media platforms.
She said the new frameworks would be "developed with the support of the Child Digital Safety Council" and provide a national benchmark for media organisations, digital platforms, content creators and families.
Al Suwaidi said: “The challenge is not the abundance of content or ease in accessing it. Our challenge lies in the content quality for a kid. This is not only about protecting children from dangers, but also about supporting media content that builds their skills and instills positive values.
Two frameworks
The National Media Authority will usher in two programs. The first consists of standards, from national media content for children the same as a syllabus will determine what standard for each age group and it can be used from every Media Institution (analog or digital medium) other than content producers.
The second is a policy and guidance framework for age classification that applies across all works of art and media in relation to social media and digital platforms as well as books, films, music etc.
These frameworks collectively seek to create an all-encompassing national reference that gives parents the necessary tools to be able to make more informed choices around what their children are consuming, as well as improving the level of quality for content produced for younger audiences across the board.
Al Suwaidi stressed that the National Media Authority continually follows up on media content directed at children, and evaluates its compliance with national standards and applicable legislation.
However, she said that securing children from dangerous material goes beyond merely protecting them. She added: "Protecting children is not just about keeping them safe from those who wish them harm, but instead enabling and promoting material that informs, educates, up-skills and strengthens important social values."
Keeping pace with a changing landscape
The new standards will be grounded in responding to the developmental needs of children at every age throughout childhood and aimed to keep pace with the changing nature of our digital content ecosystem.
According to Al Suwaidi, the frameworks will supplement the country's current media regulatory framework while imposing more accountability on media organisations and tech platforms for quality content that is not only safe but also truly meaningful.
The implementation of the Cabinet Resolution and its impact will be monitored on a continuous basis to ensure that the policy framework evolves based on any emerging developments, and as future challenges present themselves, she added.
"The measure of the decision's success will be the extent to which it ensures children's safety in the digital choice, increases public awareness, allows families to take action and strengthens platforms' adherence to required regulatory requirements and standards for children's content," she said.
Children’s voices will be heard
Officials said children themselves will help dictate the new content standards, as their views are seen as critical for determining what is and isn't truly age-appropriate content.
The Cabinet Resolution on children accessing social media, which sets a minimum age of 15 for the creation of social media accounts and uses identity verification from artificial intelligence was announced at the same time.
Media content standards and age classification frameworks are just one part of a broader national drive to create a safer, but smarter and more meaningful digital environment for future generations.
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