The UAE Media Council has introduced a mandatory Advertiser Permit for individuals publishing promotional content on social media, regardless of whether the content is paid. Visiting influencers must also apply for a three-month Visitor Advertiser Permit. These regulations form part of a broader strategy to modernise and professionalise the media sector in the UAE.
A Flexible Framework to Support Digital Media
The new initiative aims to develop a regulatory environment that keeps pace with the dynamic digital media landscape. It is also designed to improve content quality, attract investment, and encourage the growth of creative talent. According to the UAE Media Council, the Advertiser Permit will be issued free of charge for the first three years.
For visiting content creators, a Visitor Advertiser Permit is now required. Applicants must register through a UAE-licensed advertising or talent management agency that is approved by the council. Valid for three months, the permit can be renewed once for another three months. These changes represent a shift toward increased accountability in digital advertising practices.
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, stated, “The launch of the Advertiser Permit is an important step in evolving the regulatory ecosystem for advertising activities across digital platforms.” He added that the council aims to build an integrated media model that aligns with digital developments, while also protecting public rights.
Implementation Timeline and Compliance Requirements
The new regulations will come into effect in three months, offering content creators ample time to adjust. Once enforced, the permit will be mandatory for any individual involved in digital advertising. During this period, an official list of approved agencies will be released. Authorities advise influencers to begin aligning with the new compliance standards now.
Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy Sector at the UAE Media Council, explained that content creators must clearly display their permit number on all social media accounts. Additionally, promotional content must only be published through accounts registered and linked to an approved permit. Importantly, account holders are not permitted to allow third parties to advertise through their accounts.
Al Suwaidi further emphasised the importance of engaging only with licensed individuals whose content adheres to professional and ethical standards. This, she noted, would help protect public interest and reinforce the overall credibility of the media sector.
Exemptions and Sectoral Impact
Certain individuals are exempt from requiring a permit. These include those who promote their own products or services through personal accounts, as well as individuals under 18 engaged in educational, athletic, or awareness-based activities. However, their content must comply with age-based classification laws.
Ultimately, the new regulation seeks to bolster the UAE’s digital economy. Al Shehhi affirmed, “We are committed to supporting the content economy as a vital component of the future economy and a key driver of growth in the digital era.” He reiterated the council’s long-term goal of fostering an enabling environment for creatives, in alignment with the UAE’s future vision and ambitions.
