The UAE Media Council now requires every individual who shares promotional content on social media to get an official Advertiser Permit. This new regulation is comprehensive: it applies to all advertising, regardless of whether the post is paid, sponsored, or simply shared without financial compensation.
This permit, which applies to both influencers and agencies, is a strategic effort to improve the quality of digital advertising in the UAE. It helps the country build a stronger content economy by providing a structured, regulated environment that empowers content creators and supports future economic growth.
His Excellency Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, stated that supporting the content economy is crucial for driving growth in the digital era. He stressed that the Council views creative talent as the essential foundation of this rapidly expanding sector, both locally and worldwide.
Key Details on the UAE Advertiser Permit
The new Advertiser Permit will take full effect after a three-month grace period. Maitha Majed Al Suwaidi, Chief Executive of the Strategy and Media Policy Sector, confirmed that this transitional window gives content creators enough time to get the necessary approvals and fully comply with the new rules. After this period, the permit will be mandatory for everyone in the digital advertising sector.
Issuing Authority The official social media advertising permit is issued by the UAE Media Council.
Cost In a move to support content creators, the Council has announced that the permit will be issued free of charge for the first three years.
Compliance for Businesses Al Suwaidi has urged all companies and institutions to exclusively partner with individuals who have obtained this official license. This requirement is intended to establish a standardized, high-quality digital ecosystem where all promotional content meets clear quality benchmarks.
The permit regulations apply to all social media platforms in the UAE.
To ensure transparency and compliance, you must adhere to the following rules:
Display Your License: You must prominently display your permit number across all your social media accounts and platforms. This simple step allows audiences and business partners to immediately verify your legitimacy.
Use Registered Accounts Only: You can only publish promotional content through accounts that are officially registered with the UAE Media Council and directly linked to your permit. This establishes clear accountability for all digital advertising.
No Third-Party Advertising: You are strictly prohibited from allowing any unauthorized person or entity to advertise through your registered accounts. This rule is in place to maintain the integrity of the regulatory system.
The Visitor Advertiser Permit is a special license created for international content creators who plan to do temporary promotional activities while in the UAE.
When It Launches: The permit will be available within the same three-month timeframe as the main resident permit.
How to Apply: To qualify, visitors must register through a licensed advertising or talent management agency that is authorized to operate in the UAE. The UAE Media Council will publish an official list of approved agencies later.
Validity: The temporary permit is valid for three months, after which it must be renewed.
This system ensures that even temporary promotional content from international creators is processed through vetted channels and adheres to local regulatory standards.
The regulations allow for key exemptions based on the content’s origin and the creator’s age.
Here are the two main exemptions:
Self-Promotion: You do not need the permit if you are promoting your own products, services, or company through your personal social media accounts. This exemption distinguishes between running your own business and advertising for a third party.
Content from Minors: Individuals under the age of 18 are exempt, provided their content is focused on positive areas like education, sports, culture, or general awareness. This ensures that young people can share non-commercial, beneficial content without regulatory obstacles.
How the New Advertiser Permit Fits into Existing UAE Regulations
The new Advertiser Permit is not a stand-alone law; it builds upon existing regulations for content creators and influencers in the UAE:
Foundation (2018): The UAE first introduced regulations in 2018, making it mandatory for social media influencers who monetized their content to get a license. Non-compliance with those initial rules carried penalties of up to .
Emirate-Specific Rules: More recently, certain authorities, like those in Abu Dhabi, launched their own specific permits for influencers, with potential fines reaching for failure to comply.
The Evolution: The new Advertiser Permit represents an evolution of this regulatory framework. It significantly expands the scope to cover all promotional content, regardless of whether the creator is being paid, creating a unified and comprehensive system for digital advertising.
The new Advertiser Permit is expected to bring significant positive changes to the UAE’s digital creator economy. By setting clear guidelines and standards, the regulation aims to boost the overall quality of promotional content across all social media platforms.
For content creators, this system offers immediate benefits:
Professional Recognition: The permit allows established creators to differentiate themselves by providing official recognition of their professional status.
Increased Trust: By separating legitimate creators from unregulated operators, the framework is expected to enhance trust among both audiences and potential brand partners.
For brands and businesses, the permit introduces increased transparency and accountability. The requirement to display a permit number allows businesses to easily verify a creator’s official status, giving them an added layer of assurance when investing in digital advertising partnerships.
Finally, the three-year free issuance period highlights the UAE Media Council’s commitment to supporting creators during this transition, ensuring the new framework doesn’t create an immediate financial hurdle.
The Advertiser Permit is mandatory for both influencers and bloggers. Eligibility extends to all individuals over 18 who use social media platforms to promote any kind of product, service, or content.
What Documents Are Needed to Apply?
The application for the Advertiser Permit is submitted through the official portal of the UAE Media Council.
The primary document requirement for all UAE citizens and residents is a valid Trade License for electronic media activities (often a freelance or commercial license issued by the relevant authority in your Emirate).
For full details on all required documents, including your passport/Emirates ID copies and the application process, please visit the official UAE Media Council website.
Permit Validity and Renewal
The validity period for the permit depends on the applicant’s status:
For UAE Citizens and Residents: The permit is valid for one year and is renewable. You must renew the permit within 30 days of its expiry date, or it will be cancelled.
For Visitors: A Visitor Advertiser Permit is valid for three months and is renewable once for an additional three months.
Permit Costs
The initial cost is waived to support the creative community: the Advertiser Permit is free for the first three years for UAE citizens and residents.
Who Must Apply for the Permit?
The permit is mandatory for all individuals over 18 who post promotional or advertising content on social media platforms in the UAE.
This rule applies to anyone promoting third-party products, services, or brands, regardless of whether they receive payment (i.e., it covers both paid and unpaid promotional content).
Key Exemption: You do not need the Advertiser Permit if you are promoting your own products, services, or company via your personal accounts.
Individual vs. Company Permits
Companies do not apply for the Advertiser Permit itself. The permit is issued only to individuals.
However, any person—whether an employee, freelancer, or influencer—who engages in promotional activities on behalf of a company must hold a valid Advertiser Permit.
Core Content Guidelines
To remain compliant, all permit holders must:
Ensure the content adheres to UAE media standards.
Avoid using false names or fraudulent accounts for promotional activities.
Clearly display the permit number on their registered social media accounts.
Additionally, UAE citizens and residents must hold a valid Trade License for electronic media from the relevant authority before applying for the Advertiser Permit.
