UAE Introduces Mandatory Advertiser Permit for Content Creators

2 min 17 sec December 3, 2025 (Edited)

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.