The UAE Media Council has announced a new mandatory ‘Advertiser Permit’ for anyone posting promotional content on social media, whether paid or unpaid. The rule will take effect in three months.
Officials say the move aims to regulate the digital advertisement sector, protect consumers, and set clear standards between creators, advertisers, and audiences. This permit is expected to improve the quality and credibility of social media advertisements and also empower the advertising content creators.
Under the new policy, content creators who do social media advertisements must register via UAE Media Council's official website to receive the permit, which will be issued free of charge for the first three years, with renewal options afterward. The permit number must be clearly displayed on social media accounts, and advertisement content can only be published after the account is officially registered with the Council.
The rules apply to all residents and visitors engaging in social media advertising. However, those promoting their own products or businesses through personal accounts are exempt, as are individuals under 18 years old who are involved in educational, cultural, athletic or awareness-based activities, provided they follow set guidelines.
Visiting influencers must apply for a visitor advertiser permit, which will be valid for three months before requiring renewal. Their applications must go through approved advertising or talent agencies licenced in the UAE.
Officials also urged brands and institutions to work only with licenced creators to ensure compliance.