UAE announces 'advertiser permit' for social media influencers to regulate online ads

The UAE Media Council on Wednesday announced the launch of the 'Advertiser Permit' to regulate advertisements published on social media, such as Instagram, Facebook or WhatsApp.

Individuals posting advertising content, whether paid or unpaid, must now also obtain a permit. This requirement forms part of new regulations aimed at promoting transparency, professionalism, and consumer protection in digital advertising.

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This step also aims to develop a flexible regulatory environment that keeps pace with the rapid transformations in the media industry by establishing clear mechanisms to govern advertising activities. The 'Advertiser Permit' will be granted free of charge for the first three years and will come into effect in three months. The permit will be mandatory for all individuals working in the digital advertising space.

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The objectives of the permit is to:

• Regulate and develop the advertising content economy.

• Enhance the competitiveness of the digital advertising sector.

• Encourage individual and institutional investment and attract content creators to the country.

• Protect the public from misleading or non-compliant advertisements.

Conditions and requirements for the advertiser permit:

• A permit is mandatory to publish advertising content on social media.

• Minimum age requirement is 18 (with possible exceptions for certain age groups based on terms and conditions).

• Applicants must obtain a trade licence in electronic media from the relevant authorities (for citizens and residents).

• For those under 18: the activity license must be issued under the name of a legal guardian.

• Visitors may obtain a "advertiser" permit through a licensed agency in the UAE.

Exemptions from obtaining permit

Individuals who promote a product or service of their own or a company they own through their account are exempt from obtaining the permit. Individuals under the age of 18 who engage in educational, athletic, cultural, or awareness activities, provided that the activity aligns with the age classification prescribed under the relevant legislation are also exempted.

Rules to follow

The social media account holder is required not to violate media content standards. The permit number must be clearly displayed on social media accounts and platforms. No advertisement may be published except through an account registered with the council and linked to the permit granted to the permit holder.

The account holder must not allow any other person or party to advertise through the account registered with the council. Approval must be obtained from the relevant authorities prior to publishing the advertisement, whenever the relevant legislation requires such approval.

Where to apply 'Advertiser Permit'? Interested influencers can apply for the permit through the website: www.uaemc.gov.ae.

Mohammed Saeed Al Shehhi, secretary-general of the UAE Media Council, stated, “We are committed to supporting the content economy as a vital component of the future economy and a key driver of growth in the digital era. We believe creative talent is the cornerstone of this rapidly growing sector, both locally and globally. That’s why we are focused on updating legislation and launching strategic initiatives that foster an enabling environment for individuals and companies, while strengthening the sector’s contribution to the national economy in alignment with the UAE’s future vision and ambitions.”

Trade licence requirements

By law, selling products or services in the UAE through social media platforms requires a valid trade or e-commerce licence issued by the Department of Economic Development (DED) or a relevant free zone authority. This includes individuals running home-based businesses or influencers monetising their platforms.

Under the federal law, failure to comply with these licensing requirements can result in severe penalties. Selling on social media without a trade licence may lead to fines of up to Dh500,000, confiscation of goods, and even imprisonment.

A new media law also came into effect in the UAE in May 29, introducing a strict regulatory framework for all media activities in the country. The law carries hefty penalties up to Dh1 million, for violations ranging from insulting religious beliefs to operating without a licence.

Ajanta Paul

Staff Writer

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ajanta@khaleejtimes.com

Ajanta Paul is a Senior Editor on the Digital team. A natural leader and newshound, she thrives in breaking news and high-pressure situations — and enjoys reporting on community issues that matter to UAE residents.