New UAE Media Law: Influencers & Content Creators Now Require a Permit

The UAE has introduced new regulations that directly impact individuals producing promotional content on social media—whether they are paid influencers, business owners, or visiting content creators.

As of mid-2025, anyone engaging in digital advertising in the UAE must apply for a mandatory Advertiser Permit, as announced by the UAE Media Council.

At POAUAE.com, we help individuals, agencies, and visiting professionals navigate licensing, document preparation, and compliance. Here’s what you need to know:

Who Needs an Advertiser Permit?

• Any individual posting promotional content on social media (paid or unpaid)
• Visiting content creators producing content while temporarily in the UAE
• Influencers and digital marketers promoting third-party products or services

Note: The permit is free of charge for the first three years, giving both residents and visitors time to adapt.

Visitor Advertiser Permit for Foreign Creators 

Content creators visiting the UAE are required to apply for a Visitor Advertiser Permit:

• Valid for 3 months, renewable once for another 3 months
• Applicants must be registered via a licensed advertising or talent management agency in the UAE
• Applications must be submitted through council-approved intermediaries

This is particularly important for influencers attending events, brand campaigns, or sponsored media visits in the Emirates.

When Does It Come Into Effect?

The new regulation comes into full effect in three months. This grace period gives individuals and businesses time to regularise their status, apply for the appropriate permit, and align their activities with the new standards.

Exemptions

You do not need an Advertiser Permit if you:

• Promote your own products or services through your personal account
• Are under 18 years of age and your content is strictly educational, athletic, cultural, or awareness-driven
• Fall within UAE’s age-appropriate classification system as defined by law

Additional Rules to Know

• Your permit number must be clearly displayed on your social media platforms
• Ads can only be published from accounts registered with the UAE Media Council
• You may not allow others to advertise through your registered account
• Companies must ensure they work only with licensed content creators under this new regulation

Why This Matters

According to the UAE Media Council, this initiative aims to:

• Enhance content quality and professional standards
• Promote ethical advertising practices
• Support the growing content economy
• Protect both creators and audiences by clearly defining roles and responsibilities

These changes mark an important shift in how the UAE regulates its rapidly growing digital advertising sector—particularly as the country continues to attract global influencers, media professionals, and social entrepreneurs.