UAE launches Advertiser Permit: New rules every brand should know

The UAE Media Council has announced the launch of a new Advertiser Permit for individuals who publish promotional content on social media platforms—whether the content is paid or unpaid.

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The initiative is part of a broader framework aimed at creating a flexible, forward-looking regulatory environment that aligns with the fast-paced evolution of the media industry. It also aims to enhance content quality, boost sector appeal for investment, and attract creative talent and skilled professionals, a WAM report said.

The permit is designed to protect the rights of both content creators and the public by introducing clear guidelines for digital advertising. It seeks to reinforce transparency, uphold professional standards, and strengthen the UAE’s status as a global hub for advertising content production.

Regulating a rapidly evolving industry

Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, said the launch marks a key milestone in developing the country’s media governance.

“This initiative is a pivotal step in evolving the regulatory ecosystem for advertising activities across digital platforms,” Al Shehhi stated. “It reflects our vision of building an integrated media model that aligns with digital progress and strengthens governance through defined standards that protect public rights.”

He emphasised the importance of creating a media environment rooted in transparency and credibility, adding that the permit introduces clear advertising guidelines that enhance user trust and align with ongoing digital transformations.

Al Shehhi highlighted the UAE’s growing appeal as a global destination for digital creatives, citing the country’s advanced infrastructure, flexible legislative framework, and investor-friendly environment as major contributors to its success.

“We are committed to supporting the content economy as a key component of the future economy,” he added. “Creative talent is the foundation of this rapidly growing sector, both locally and internationally.”

Permit details and implementation timeline

Maitha Majed Al Suwaidi, CEO of the Strategy and Media Policy Sector at the UAE Media Council, said the Advertiser Permit is a regulatory tool that empowers content creators and ensures higher quality in digital advertisements.

The permit will be mandatory for all individuals engaged in digital advertising and will take effect in three months. This lead time allows content creators to regularise their status and apply for the required approvals.

To encourage compliance, the permit will be issued free of charge for the first three years. Existing valid permits will remain in force until they expire, after which renewal applications can be submitted.

Al Suwaidi urged businesses and institutions to engage only with individuals licensed by the council, in line with professional standards, to ensure the quality and reliability of advertising content.

In addition, Visitor Advertiser Permits will be activated simultaneously with the full implementation of the system. The council plans to announce a list of approved advertising and talent agencies in the near future.

Exemptions and compliance requirements

Not all individuals will be required to obtain the permit. Exemptions include:

• Individuals promoting products or services of their own or of companies they own, using personal accounts

• Individuals under 18 involved in educational, cultural, athletic, or awareness campaigns, provided these align with applicable age classification laws

However, even exempt users must still comply with UAE media content standards. The permit number must be clearly displayed on registered social media accounts.

Moreover, no advertisement may be published unless it originates from an account officially registered with the council and tied to a valid permit. Permit holders are also prohibited from allowing other individuals or entities to post advertisements through their accounts.

In cases where additional regulatory approvals are required—depending on the nature of the advertisement—permit holders must obtain such approvals before publishing the content.

Visitor advertiser permit guidelines

The newly introduced Visitor Advertiser Permit is specifically for foreign content creators visiting the UAE for short-term promotional activities.

Applicants must register through a licensed and council-approved advertising or talent management agency authorized to operate in the UAE. The Visitor Advertiser Permit will be valid for three months, with a one-time renewal option for an additional three months.