New Permit Alert: Content creators in the UAE must now register for an Advertiser Permit

The UAE Media Council has just launched a new initiative that’s set to reshape the influencer and digital marketing scene across the country. Say hello to the Advertiser Permit, now required for anyone publishing promotional content on social media, whether paid or unpaid.

What’s it all about?

This permit forms part of a wider plan to keep pace with the fast-moving media landscape. It’s designed to improve content quality, attract more investment, and protect both creators and the public by setting out clear guidelines for advertising.

From boosting transparency to professionalising the industry, the permit marks a major shift in how digital advertising is regulated in the UAE.

Who needs the permit?

Any individual creating promotional content online - even if it’s unpaid - will need to have a permit, unless:

• You’re promoting your own products or services via your personal account

• You’re under 18 and your content is purely educational, cultural, athletic or awareness-based, in line with the UAE’s age-appropriate content regulations

  
  

Key details:

• The permit becomes mandatory in three months, giving creators time to get organised

• It will be free for the first three years

• Your permit number must be visible on your social media accounts

• Only accounts registered with the UAE Media Council will be authorised to post ads

• You cannot allow others to advertise using your account

  
  

Visitor content creators – take note:

Anyone visiting the UAE to create promotional content will now need a Visitor Advertiser Permit, valid for three months and renewable once. This must be applied for through a licensed advertising or talent agency approved by the UAE Media Council.

Why does it matter?

According to H.E. Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, this move is a big step in building a modern, transparent, and globally competitive media ecosystem. The UAE continues to position itself as a hub for content creation, but with clearer rules and more support for professionals.

What’s next?

More announcements are expected in the coming months, including a list of approved agencies, and further clarity on the processes involved. For now, it’s a good time for influencers, content creators, and brands to get up to speed, plus, register when the time comes.