With effect from next 3 months
The UAE Media Council has introduced a mandatory permit system for individuals posting promotional content on social media platforms, regardless of whether the content is paid or unpaid, as part of a new regulatory framework aimed at tightening controls over the growing digital advertising sector in the UAE.
The permit, officially called the Advertiser Permit, will apply to all individuals who publish promotional material on social media platforms, regardless of whether the content is sponsored.
The rules are set to take effect in three months, giving content creators time in the Arabian Gulf state to regularise their status and comply with the new requirements.
Officials say the move is intended to improve transparency, reinforce accountability, and protect consumers in an online environment increasingly shaped by influencer-led marketing.
The new framework will also impact foreign influencers, who will now be required to secure a temporary Visitor Advertiser Permit before engaging in promotional activity in the UAE.
Individuals are exempt from obtaining an Advertiser Permit if they promote their own products or services, or those of a company they own, through their personal account. Additionally, individuals under the age of 18 are not required to obtain the permit when participating in educational, athletic, cultural, or awareness activities, as long as these activities comply with the age classification set by applicable laws.
The UAE Media Council confirmed that the permit will be compulsory for any individual engaged in advertising through personal social media accounts.
The criteria
Authorities will issue the permit free of charge for the first three years. Existing valid permits will remain effective until expiration, with renewals subject to updated guidelines. Only individuals with a valid Advertiser Permit will be allowed to publish commercial content on platforms operating within the UAE’s jurisdiction.
According to the Council, the goal is to regulate commercial content, introduce uniform standards, and ensure advertising activity meets national media content guidelines.
Foreign nationals wishing to promote products or services while visiting the UAE will need to apply through a registered talent or advertising agency licensed by the Media Council. Visitor Advertiser Permits will be valid for three months and can be renewed once for another three months.
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, said the regulation is part of a broader plan to strengthen media governance in line with digital transformation. He said the framework establishes clearer responsibilities between content creators, advertisers, and the public, and supports the UAE’s aim to position itself as a regional hub for media and content creation.
Targeting influencers
The policy includes specific conditions. Influencers must display their permit number clearly on any public social media account used for promotional purposes. They are also required to ensure that no third party uses their account for advertising.
Ads must only be published through registered accounts and, when applicable, must be approved by relevant authorities in advance.
Exemptions will apply to minors under the age of 18 who post content related to educational, cultural, athletic, or awareness activities, as long as it aligns with age-based media content legislation. Individuals who promote their businesses through personal accounts are also exempt, provided the content does not involve paid endorsements for third parties.
Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy at the UAE Media Council, said the regulation is a necessary step to bring consistency to the fast-growing influencer economy. She urged businesses to work only with licensed individuals to ensure compliance with professional standards and to avoid regulatory breaches.
Industry observers say the move reflects rising concerns across the Arabian Gulf over the lack of oversight in influencer marketing. Other countries in the region, including Saudi Arabia and Kuwait, have also taken steps to regulate digital advertising through licensing and content control measures.
Digital advertising is one of the fastest-growing segments in the UAE’s media sector, driven by a high rate of internet and smartphone usage. With the Middle East’s digital economy continuing to expand, regulators are facing increased pressure to establish more straightforward guidelines to protect both consumers and businesses.
The UAE Media Council has stated that a list of approved advertising and talent agencies will be released before the new rules take full effect.
All individuals and entities involved in digital advertising within the UAE will be expected to adhere to the updated regulations by the time the implementation period ends later this year.
Image: The Advertiser Permit will apply to all individuals who publish promotional material on digital platforms, Credit: Liza Summer
