Kuwait has introduced new restrictions on the participation of journalists, media figures and celebrities in Hajj campaigns, including a ban on using social media to commercially promote pilgrimage companies while in Saudi Arabia. The rules were issued by Kuwait's Ministry of Islamic Affairs to licensed Hajj operators as preparations begin for the 1448 AH season, according to reporting attributed to Al Seyassah newspaper and Gulf News.
The directive seeks to draw a clearer line between legitimate media coverage of the pilgrimage and paid promotion, an area that has grown more prominent as influencers and public figures document their journeys online. It reflects a broader regional effort to keep the commercial dimension of Hajj travel in check.
What the rules say
Under the directive, journalists taking part in the pilgrimage season in a professional capacity must do so as members of the accredited media team accompanying Kuwait's official Hajj mission. Media participation is therefore limited to those formally attached to the mission, rather than open to any journalist or personality travelling independently.
Journalists and celebrities present in Saudi Arabia during the Hajj season are also prohibited from using their social media accounts for the commercial promotion of Hajj companies. In other words, documenting the pilgrimage is one matter; advertising a specific operator to followers for commercial benefit is not permitted.
Licensed operators were instructed to comply when preparing lists of personnel accompanying their campaigns and to ensure that all staff assignments conform to the applicable regulations. The ministry warned that operators would be held responsible for violations of the rules.
Why the measure was introduced
The ministry said the measures form part of Kuwait's preparations for the 1448 AH pilgrimage season and are intended to define more clearly the roles of media personnel and public figures travelling with Hajj groups. By tying professional media access to the accredited mission team, the rules aim to prevent campaigns from using high-profile names as marketing tools.
The step follows continuing coordination between Kuwait's Hajj authorities and their Saudi counterparts over the organisation of pilgrimage campaigns and services for Kuwaiti pilgrims. Kuwait's Ministry of Islamic Affairs has previously stressed the need for licensed operators to comply with Saudi regulations governing accommodation, transport and other logistical arrangements during Hajj.
The approach echoes concerns raised elsewhere in the region about misleading or exploitative Hajj and Umrah advertising. Authorities in several countries have warned pilgrims against fraudulent offers circulated on social media, and Kuwait's rules address the related risk of commercial promotion dressed up as personal coverage.
What pilgrims should take from this
For Kuwaiti pilgrims, the practical message is to treat social media endorsements of Hajj companies with caution and to rely on official channels when choosing an operator. Pilgrims should verify that a campaign is licensed rather than judge it by the profile of a celebrity attached to it. Those approached with promotional content during the season should remember that such marketing by accompanying media figures is now barred. As always, booking through authorised operators and confirming that accommodation and transport meet Saudi requirements remains the safest path.