Dr. Hamza Alakaleek

In a time when screens have become the most powerful gateway to hearts and minds, a single social media post can now ignite national controversy, tarnish reputations, or trigger heated debates on sensitive societal issues. The growing influence of digital content creators in Jordan raises urgent questions: Who defines their responsibilities? Who protects society when a trending post becomes a weapon without limits? And what safeguards are in place in a legal framework that has yet to adapt to the speed of the digital revolution?

The problem becomes even more apparent when we consider the current legal vacuum surrounding influencers. Despite their increasing role in shaping public opinion and driving national conversations, Jordanian legislation does not yet provide a clear regulatory framework for this powerful segment of the digital sphere. While traditional journalists and media outlets operate under established laws and accountability standards, many influencers—some with hundreds of thousands of followers—exist in a legal grey zone. This ambiguity not only creates organizational chaos but also gives some influencers a false sense of immunity, leading them to believe their online popularity shields them from accountability—even when they publish false or incendiary content.

A recent case vividly illustrates this issue. One influencer was summoned by security authorities following a formal complaint submitted through Jordan’s Cybercrime Unit. The complaint stemmed from a personal dispute—not from any political or public content. Nevertheless, social media was soon flooded with speculative narratives claiming the arrest was due to a pro-Palestinian video the influencer had posted. Ironically, hundreds of other influencers had published similar content without facing any legal consequences. Yet, many followers—spurred by the influencer’s own narrative—chose to ignore the official explanation. This case highlights how some influencers strategically exploit their follower count to generate sympathy, manipulate public opinion, and push misleading narratives that dismiss the legal context altogether.

In the absence of a clear legal definition of what constitutes an influencer, social media platforms turn into murky arenas where personal opinion and mass influence blur. Accounts with tens of thousands of followers wield influence equal to or greater than major media outlets, yet they are not held to the same ethical or professional standards. For instance, countries like Egypt have established numerical criteria—such as exceeding 5,000 followers—as a threshold for classifying a personal account as a media platform subject to regulatory oversight. In contrast, Jordan lacks such legal mechanisms, leaving the legal environment confused and open to unchecked abuses of influence.

The challenge is not merely regulatory absence but also the lack of protection. Unlike accredited journalists, influencers in Jordan are not part of any professional or legal body that defines their rights or defends them against misuse of the law. This double void—lack of regulation and lack of protection—creates a chaotic landscape that neither ensures responsible content for the public nor offers legal clarity for influencers themselves.

The situation becomes even more complex with the rise of generative artificial intelligence, which now allows anyone to produce hyper-realistic content, including deep-fake videos and fabricated news. Without legislation to govern the use of these tools, the digital space could devolve into a battlefield of misinformation, especially when such technologies are used by influencers with massive followings and no awareness of journalistic integrity or legal responsibility.

All this calls for a comprehensive national legal framework that balances the protection of freedom of expression with digital and social security. Such a framework should begin with a clear and transparent definition of who qualifies as an influencer, taking into account the number of followers, type of content, and level of engagement and impact. It must also include legal obligations requiring influencers to handle personal data responsibly, prohibiting its misuse for commercial, promotional, or misleading purposes. Additionally, it should establish firm ethical standards for the use of AI-generated content, such as mandatory disclosure when content has been created or modified using artificial intelligence.

Equally important is building transparent partnerships with global social media platforms, enabling the Jordanian government to enforce local laws without infringing on freedom of expression or resorting to unwarranted censorship.

Ultimately, influencers are no longer merely online personalities followed for entertainment or curiosity. They are real stakeholders in shaping public sentiment and influencing decision-making. Ignoring their growing role or continuing to operate without a regulatory framework leaves society dangerously exposed to unregulated digital chaos.

It is time for Jordan to establish a mature digital environment that respects individual rights, enforces accountability, and protects the public space from digital manipulation. Influencers are not above the law—nor should they be beneath it. Somewhere in between lies the future of our digital society.