UAE introduces mandatory ‘advertiser permit’ for social media influencers
New regulation aims to streamline digital promotions and protect public interest amid growing influencer economy
ABU DHABI, UAE (MNTV) — The UAE Media Council has announced a sweeping new measure requiring all social media content creators to obtain a mandatory “advertiser permit” before promoting products or services online, whether paid or unpaid.
The regulation is part of a broader push to enhance transparency, safeguard consumer rights, and support the development of the country’s fast-growing digital advertising sector, reported Dubai Eye.
Under the new system, which will come into effect in three months, influencers and digital promoters must register on the official UAE Media Council website to obtain their permit.
The authorization will be granted free of charge for the first three years, with provisions for renewal thereafter.
Content creators will be required to display their permit number clearly on their accounts and are only allowed to publish promotional material following formal approval from the Council.
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, said the move aims to ensure a balanced and accountable relationship between influencers, advertisers, and audiences.
“The Advertiser Permit protects public rights and defines responsible, professional relationships,” he noted.
The regulation makes several exceptions. Individuals using personal social media accounts solely to promote their own business or services will not be subject to the new permit requirement.
In addition, minors under 18 will be exempt if their content relates to education, culture, athletics, or awareness campaigns, provided the activity complies with age-related conditions.
Companies and institutions have been urged to work exclusively with licensed individuals. Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy Sector at the UAE Media Council, emphasized the importance of adhering to the official framework to ensure content legitimacy and public trust.
Foreign content creators planning temporary work in the UAE will also need to apply for a “visitor advertiser permit,” valid for three months and renewable once for an additional three-month period.
These applications must be submitted through advertising or talent management agencies that are licensed and authorized to operate in the country.
The initiative reflects the UAE’s broader ambition to regulate and strengthen the digital content economy, attract creative investment, and position itself as a regional hub for ethical and competitive online media practices.
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