All content creators will need a mandatory "advertiser permit" for social media promotions, whether paid or unpaid, the UAE Media Council announced on Wednesday.
The permit will be granted once content creators register on www.uaemc.gov.ae and will come into effect in three months.
It will be free of charge for the first three years, with renewal applications available thereafter.
The permit numbers must be clearly displayed on the accounts, with adverts posted only after approvals from the Council.
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, stated that "Advertiser Permit" will "protect public rights and define responsible, professional relationships between content creators, advertisers, and audiences".
Individuals who use their personal accounts to promote their own product or service or company, will be exempted from the rule. It will also be extended to individuals under the age of 18 who engage in educational, athletic, cultural or awareness activities, provided it meets age guidelines.
Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy Sector at the UAE Media Council, called on companies and institutions to engage only with individuals licenced by the council.
The new framework also requires visiting content creators to apply for a 'Visitor Advertiser Permit' that will be valid for three months and renewed once for an additional three months. Registrations will be through licenced advertising or talent management agencies authorised to operate in the UAE and approved by the Council.
The UAE Media Council has launched the "Advertiser Permit" to regulate advertisements published by individuals on social media platforms, whether paid or unpaid. This step aims to develop a flexible regulatory environment that keeps pace with the rapid transformations in the… pic.twitter.com/ESg18Se5E6
— UAEGOV (@UAEmediaoffice) July 30, 2025
Objectives of 'Advertiser Permit'
▲ Regulate and develop advertising content economy
▲ Enhance competitiveness of digital advertising sector
▲ Encourage individual and institutional investment and attract content creators to the country
▲ Protect the public from misleading or non-compliant advertisements
Conditions and Requirements for 'Advertiser Permit'
▲ A permit is mandatory to publish advertising content on social media
▲ Minimum age requirement is 18 (with possible exceptions for certain age groups based on terms and conditions)
▲ Applicants must obtain a trade license in electronic media from the relevant authorities (for citizens and residents).
▲ For those under 18: the activity license must be issued under the name of a legal guardian
▲ Visitors may obtain a "advertiser" permit through a licensed agency in the UAE
▲ Applications for the permit can be submitted through the website: www.uaemc.gov.ae
▲ The permit will be granted free of charge for the first 3 years
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