UAE Introduces Mandatory Advertiser Permit For Content Creators

The United Arab Emirates (UAE) has taken a significant step in regulating its rapidly evolving digital advertising landscape with the introduction of the Mandatory Advertiser Permit. Announced by the UAE Media Council in July 2025, this new regulatory framework is designed to bring greater transparency, accountability, and professionalism to social media advertising.

The move is a response to the growth of influencer marketing and digital content creation. This article provides an overview of the new Advertiser Permit, its requirements, exemptions, application process, and the broader implications for influencers, content creators, and advertisers operating in the UAE.

Background and Rationale

The digital advertising sector in the UAE has witnessed exponential growth, with thousands of influencers and content creators leveraging platforms such as Instagram, TikTok, YouTube, and Snapchat to reach vast audiences. However, this growth has also led to challenges, including misleading advertisements, unverified claims, and a lack of clear accountability. The UAE Media Council's introduction of the Advertiser Permit is a direct response to these challenges, aiming to protect consumers, uphold ethical standards, and ensure that all promotional content is both authentic and legally compliant.

According to the UAE Media Council, the new permit system is part of a broader strategy to enhance the quality of digital content, attract investment, and position the UAE as a leading hub for creative talent and digital advertising. The Council emphasises that the initiative is not about restricting creativity but about fostering a transparent and trustworthy digital media environment.

Scope and Applicability

The Advertiser Permit is now a legal requirement for anyone — whether a UAE citizen, resident, or visitor — who publishes promotional content on social media platforms. This includes influencers, freelancers, content creators, and digital marketers who promote third-party products or services, regardless of whether the promotion is paid, gifted, or unpaid.

Permit Types and Validity

The UAE Media Council has established two main categories of permits.

Category One: Standard Advertiser Permit

• Eligibility: UAE citizens and residents
• Validity: One year, renewable annually
• Cost: Free for the first three years to support the creative community.

Category Two: Visitor Advertiser Permit

• Eligibility: Non-resident influencers and content creators visiting the UAE.
• Validity: Three months, renewable once for an additional three months.
• Application: Must be processed through a licensed advertising or talent management agency authorised and approved by the UAE Media Council.

Key Requirements and Obligations

To obtain and maintain an Advertiser Permit, applicants must meet specific eligibility criteria and adhere to a set of ongoing obligations.

Eligibility Criteria

• Must be at least 18 years old (exceptions may be made at the Council's discretion).
• No prior violations of media content rules or outstanding dues.
• UAE citizens and residents must hold a valid trade or freelancer license issued by the Department of Economic Development (DED) in their Emirate.

Obligations for Permit Holders

• Adherence to Content Standards: All promotional content must comply with the UAE's media content standards, which prohibit offensive, misleading, or culturally inappropriate material and the promotion of banned products or services.
• Display of Permit Number: The permit number must be clearly displayed on all relevant social media accounts and platforms before publishing any advertisements.
• No Third-Party Use: Permit holders shall not allow others to advertise through their registered accounts.
• Regulatory Approvals: Where required by law, necessary approvals from relevant regulatory bodies must be obtained before publishing advertisements.

Application Process

The application process for the Advertiser Permit is fully digital and managed through the UAE Media Council's online services platform. Applicants are required to provide:

• A valid Emirates ID (for citizens and residents)
• A trade or freelancer license
• Details of their advertising activity
• Sample content, if requested by the Council

For visitors, the process involves coordination with a licensed advertising or talent management agency, which will handle the application on their behalf.

Enforcement and Penalties

The UAE Media Council has made it clear that non-compliance with the new regulations will result in significant penalties. These include:

• Fines: Starting at AED 20,000 for first-time offences, escalating up to AED 1 million for serious or repeat violations;
• Platform takedowns: Removal of non-compliant content from social media platforms;
• License suspension or revocation: Possible suspension or loss of business, trade, or media licenses for persistent offenders; and
• Legal action: In severe cases, legal proceedings may be initiated against violators.

Implementation Timeline

The Advertiser Permit system was officially announced on July 30 2025, with a three-month grace period for content creators and advertisers to align their operations with the new requirements. As of late October 2025, the permit is mandatory for all eligible individuals and entities.

Broader Implications and Industry Impact

The introduction of the Advertiser Permit marks a transformational milestone in the UAE's approach to digital media governance. By establishing clear legal and ethical standards, the UAE aims to protect consumers, enhance professionalism, and support the creative economy.

The regulation also signals to international brands and agencies that the UAE is committed to maintaining a world-class digital advertising ecosystem, further enhancing its attractiveness as a regional hub for media and content creation.

Conclusion

The UAE's new Advertiser Permit represents a proactive and forward-thinking approach to regulating the digital advertising sector. By mandating permits, setting clear standards, and enforcing compliance, the UAE Media Council is laying the groundwork for a more transparent, ethical, and professional digital media landscape. Influencers, content creators, and advertisers are urged to familiarise themselves with the new requirements and ensure timely compliance to avoid penalties.