Under the new federal media law, all paid and unpaid online promotions will require official approval, marking a major shift for creators, brands, and agencies operating in the UAE.
Advertiser Permit Becomes Mandatory in the UAE
From February 1, 2026, the UAE will require all advertisers, influencers, and content creators operating in the country to hold a valid Advertiser Permit, the UAE Media Council has confirmed.
Under the new rules, the requirement extends to both paid and unpaid promotions published across social media, websites, blogs, and other digital platforms. Those who fail to comply face penalties of up to Dh1 million, along with the risk of licence suspension or cancellation.
The regulation is issued under Federal Media Law No. 55 of 2023 and is further enforced through Cabinet Resolution No. 42 of 2025, giving it full legal backing.
Why the UAE Introduced This Rule
The new permit framework forms part of the UAE’s broader push to regulate its rapidly expanding digital media ecosystem.
According to the Media Council, the move aims to improve transparency, raise advertising standards, protect the public from misleading content, attract global investment, and support professional creators operating within a clear legal framework.
As a result, influencer marketing will now be treated as a regulated commercial activity, rather than an informal or side practice.
Who Must Obtain an Advertiser Permit
The permit is mandatory for:
• All advertisers operating in the UAE
• Social media influencers and digital content creators
• Individuals promoting products, services, or content, whether paid or free
• Visiting creators producing promotional content while in the UAE
Companies and agencies are also legally required to verify that the creators they work with hold a valid permit.
Key Deadlines Creators Must Note
• February 1, 2026. Deadline to obtain the Advertiser Permit
• Applies to individuals and businesses publishing promotional content online
• Covers social media, websites, blogs, and digital advertising platforms
The Media Council has urged creators and advertisers to apply early to avoid enforcement action.
Eligibility and Application Requirements
Applicants must meet the following criteria:
• Minimum age of 18 (exceptions may be approved)
• UAE citizens and residents must hold a valid electronic media trade licence
• Clean conduct record with no prior serious media violations
Visitor permits are available for creators registered with licensed advertising or talent agencies in the UAE.
Who Is Exempt From the Permit
Exemptions include:
• Personal accounts promoting only their own products or services
• Minors under 18 producing educational, cultural, sports, or awareness content, in line with child protection laws
Commercial promotions remain restricted for minors.
Responsibilities After Getting the Permit
Permit holders must:
• Follow the 20 mandatory content standards issued by the UAE Media Council
• Display their permit number clearly on social media profiles
• Publish ads only through registered accounts
• Seek prior approval for regulated or sensitive ad categories
• Ensure advertisers are legitimate and not linked to fraudulent activity
Creators aged 15–18 face additional safeguards, including restrictions on product categories and mandatory medical fitness.
Permit Validity and Cost
• UAE citizens and residents: Valid for 1 year, renewable. Free for the first three years
• Visitors: Valid for 3 months, renewable. Must apply through licensed UAE agencies
Fines and Penalties Explained
Penalties under the new law are strict:
• Content violations: Dh5,000 to Dh1,000,000
• Violations affecting state interests or national security: Dh50,000 to Dh500,000
• Operating without a licence: Dh10,000 first offence, Dh40,000 repeat
• False or misleading content: Dh5,000 to Dh10,000
• Expired licence penalties: Dh150 per day, capped at Dh3,000
• Licence misuse: Dh20,000
Repeat or serious violations may result in permit suspension or cancellation.
How to Apply
• Citizens and residents: Apply directly through the UAE Media Council website
• Visitors: Apply via accredited UAE-based advertising or talent agencies
What This Means for Influencers and Brands
From 2026, influencer marketing in the UAE enters a compliance-first era. Casual brand mentions, unpaid promotions, and visiting creator campaigns now carry legal obligations.
For creators, the message is clear. Professionalise or risk penalties.
For brands, due diligence is no longer optional.
The UAE is drawing a firm line between personal expression and commercial influence, and from February 1, that line will be legally enforced.
New UAE law targets advertisers and influencers on social media
Shutterstock
Source: Gulf News
Follow us on Instagram and stay updated with our current news
