📢 New regulation in the world of digital content

The UAE Media Council has announced a new regulation requiring all influencers and content creators to obtain an official advertising permit for any promotional activity conducted through social media, whether paid or free.

The decision was announced on July 30, 2025, with a transitional period of only three months, after which the permit becomes mandatory.

Who needs the permit?

  • Anyone publishing promotional content on social media, whether for payment or not.

  • Includes influencers, reviewers, live streamers, and creators of visual and written content.

  • Even temporary visitors to the country who promote products or services while in the UAE.

What is the duration of the permit and is it free?

  • For citizens and residents: the permit lasts for one year and is renewable, granted for free for three years to support local content creators.

  • For visitors: a special permit for 3 months, renewable, and must be applied for through an advertising agency or licensed and accredited talent management.

What are the conditions for obtaining the permit?

  • The applicant must be 18 years old or older (with the possibility of exceptions for certain categories).

  • Must be of good conduct and behavior, and proof may be required.

  • Must have an economic license to practice electronic media, if a citizen or resident.

  • The visitor must be registered as a visitor advertiser through an agency accredited by the media council.

Who does not need the permit?

  • Anyone promoting a service or product that belongs to them personally through their personal account.

  • Individuals under 18 years old if their activities are educational, sports, cultural, or awareness-related.

What are the obligations of the permit holder?

  • Commitment to the approved media content standards in the country.

  • Ensure that the advertising entity is not fictitious or using a pseudonym.

  • Clearly display the permit number on accounts and platforms.

  • Do not publish any advertisement except through a registered account linked to the permit.

  • Obtain government approvals if the advertisement requires it.

  • Tax registration and obtaining a tax registration number when necessary.

What is the purpose of this step?

  • Regulating the advertising content industry within the UAE.

  • Protecting the public from misleading and deceptive advertisements.

  • Enhancing the competitiveness of the digital advertising market within the country.

  • Improving content quality and encouraging investment in this field.

  • Supporting creators and encouraging local and international talents to work within the UAE.

A look into the future

In addition to the permit system, the UAE Media Council is working on developing:

  • A system for age classification of online content.

  • Special licenses for digital news platforms.

  • Modern policies related to new developments such as artificial intelligence, live streaming, electronic games, and electronic publishing.

🎯 Summary:

If you are a content creator or work in the field of digital advertising within the UAE or even visiting it, it is best to ensure your compliance with the new regulations. Regulation has become a prerequisite for appearing confidently and professionally in the digital world.