UAE Media Council Introduces Licensing Regulations for Social Media Advertisers

The UAE Media Council has announced new licensing regulations for individuals and businesses displaying promotional content on social media platforms. This initiative aims to enhance the quality of digital advertisements and empower content creators in alignment with the nation’s future economy and vision.

Mandatory Advertiser Permit for Social Media Promotional Content

Under the new regulations, anyone promoting content on social media—whether paid or unpaid—must obtain a licence. The advertiser permit will be mandatory for all individuals involved in the digital advertising space to ensure compliance with updated industry standards.

Mohammed Saeed Al Shehhi, Secretary General of the UAE Media Council, emphasized the importance of the policy, stating:

"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."

How Will the Permit Work?

According to Maitha Majed Al Suwaidi, Chief Executive of Strategy and Media Policy Sector at the UAE Media Council, the permit system will go into effect in three months. This transition period will allow content creators sufficient time to obtain the necessary approvals and align their practices with the new regulations.

• The permit will be issued free of charge for the first three years.
• Licensed individuals must clearly display their licence number on their social media accounts and platforms.
• Only accounts registered with the council and linked to the permit may publish advertisements.
• Account holders are prohibited from allowing others to advertise through their registered accounts.

Ms. Al Suwaidi also highlighted that visitor advertiser permits will be activated within three months. These permits will require applicants to go through licensed advertising or talent management agencies authorized to operate in the UAE. Visitor permits will be valid for three months and will require renewal thereafter.

Who Is Exempt from the Permit?

The UAE Media Council has outlined key exemptions for individuals who do not require a permit:

• Anyone promoting products or services they own through their personal accounts.
• Individuals under the age of 18 engaged in educational, athletic, cultural, or awareness activities.

Existing Social Media Advertising Regulations

This new initiative is an extension of longstanding efforts to regulate digital advertising and influencer marketing in the UAE. Since 2018, social media influencers earning income from advertisements have been required to secure permits. Failure to comply can result in fines ranging from Dh5,000 ($1,360) to Dh10,000, depending on the emirate.

Abu Dhabi imposes specific regulations for influencers operating commercially within its jurisdiction. Influencers must obtain a permit tailored to emirate-specific guidelines, with penalties for non-compliance.

A Step Forward for the Digital Advertising Sector

The UAE’s updated licensing framework aims to establish a high ethical and professional standard within the digital advertising space. By enhancing transparency, supporting creative talent, and fostering innovation, the council seeks to further position the UAE as a global leader in the digital content economy.