Egypt’s UMS stops covering social media influencers to uphold journalistic values

CAIRO – 31 December 2025: Newspapers and websites affiliated with the United Media Services (UMS) company announced they will no longer cover activities, events, or social occasions involving TikTok and other social media influencers.

The decision, the company said, reflects a belief that “the role of journalism is higher and more important than following a group whose livelihood depends on creating noise and attracting attention.”

The outlets said the move is key to “counter a phenomenon that is psychologically harmful to anyone who is hardworking and talented, striving to achieve their dreams through effort and dedication, rather than by chasing trends or monetizing live streams.”

The outlets also called on editors-in-chief and board leaders across other newspapers and media platforms to join the initiative.

They described the initiative as a step toward “reinforcing true professional journalistic values and supporting the message and role of the press in upholding societal norms and traditions.”