UAE: Will influencers need an advertiser permit to post on social media? What you need to know

TL;DR

• If you post ads on social media in the UAE, paid or unpaid, you’ll need a new permit.
• It’s free for the first three years and becomes mandatory after a three-month grace period.
• The goal is to bring more transparency, protect consumers, and professionalize digital advertising.

If you’re living in the UAE and posting ads or promotional content on Instagram, TikTok, YouTube, or any other social platform, there’s a new rule you need to know.

The UAE Media Council has introduced the Advertiser Permit to regulate individuals sharing promotional content on social media, regardless of whether the content is paid or unpaid. It doesn’t matter if you’re a full-time influencer or just occasionally promote a friend’s café, if you’re advertising, even for free, the permit is required.

The UAE Media Council says this is about building trust, improving the quality of online content, and making sure users know when they’re seeing real opinions or paid promotions. It’s also a way to protect both creators and the public from misleading advertising.

Speaking to local media outlet, WAM, Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, described the launch of the Advertiser Permit as a crucial milestone in modernizing digital advertising regulations. He emphasized that the initiative aligns with the council’s vision to build an integrated media framework that embraces digital innovation while strengthening media governance. These new rules aim to establish clear standards that protect public rights and promote responsible, professional relationships between content creators, advertisers, and audiences.

So, what exactly is this permit, and who needs to apply? Here’s what you should know.


What Is the Advertiser Permit?
The Advertiser Permit is a new requirement for individuals who post promotional content online in the UAE.

It covers any kind of advertising, whether you’re being paid by a brand, receiving free products, or just promoting something for someone else. Even if you’re doing it out of goodwill, the rules still apply. A few key things to know:

• You’ll need to show your permit number clearly on your social media accounts.
• You can’t let others advertise through your account, even if you have a big following.
• It’s free for the first three years.
• After a grace period of three months, it becomes mandatory.

This rule is part of a broader effort to bring more structure and professionalism to content creation in the UAE — and to help creators work within clear, transparent guidelines.


Who Needs One?
If you’re posting ads, sponsorships, paid partnerships, or product mentions, yes, you’ll need it. Whether you are an influencer doing brand deals, creator posting sponsored content, f reelancer managing social ads through their personal accounts or anyone boosting visibility for another business, even if unpaid.

This applies to both residents and visitors. If you’re visiting the UAE and planning to promote something online, you’ll need a Visitor Advertiser Permit through a licensed agency. That visitor permit is valid for three months and can be renewed once.


Who Doesn’t Need It?
Not everyone is required to get the permit. If you’re promoting your own product or service through your personal account, no permit is needed. Also, if you're under 18 and your content is educational, cultural, or awareness-related and it meets the country’s age rules, you’re also exempt.

So, if you’re just running your own business and posting about it, you’re in the clear. The rule is really aimed at people advertising for others, not themselves.

How Long Is It Valid?

• For UAE citizens and residents: 1 year, renewable.
• For visitors: 3 months, renewable once.
• Cost: Free for the first 3 years.
• That free window gives new and established creators time to adjust without worrying about extra costs.

Permit Conditions (In Simple Terms)
Here’s what’s required to apply:

• You must be 18 or older.
• You must not have broken any media rules in the past.
• Residents must hold a valid trade licence for electronic media.
• Visitors need to apply through a licensed talent or ad agency.

And yes, approvals might be needed before posting certain kinds of ads, depending on the product or service being promoted.


What Are the Penalties for Not Getting the Permit?
If you don’t get the Advertiser Permit and continue posting promotional content after the grace period, you risk facing fines. In past cases, fines have gone up to AED 10,000 (about $2,723 USD). These penalties vary depending on the emirate but show that the UAE is serious about enforcing this new rule. Getting your permit on time avoids these fines and keeps your content compliant with UAE media regulations.

Why the UAE Is Doing This
The UAE wants to build a digital media space that’s professional, clear, and safe. By setting clear rules, they’re trying to make sure creators, brands, and audiences all know what to expect.

Officials have also said they’re working to support the content economy as part of the country’s future. That means encouraging people to invest in content, protect their rights, and ensure the content people see online meets basic standards for honesty and professionalism.

In short: it’s not about limiting creativity, it’s about making the space work better for everyone.

Where to Apply
You can apply for the Advertiser Permit through the UAE Media Council website: www.uaemc.gov.ae

Make sure your account is linked to the permit, and that you’ve met all the conditions before continuing to publish promotional content.