Promoting content on social media in the UAE? Get your permit first

Social media content creators in the UAE will soon need a new permit to post advertisements online, whether they are paid or not. The Advertiser Permit is part of the country’s effort to modernize media regulations, enhance the quality of advertising content, attract investment, and draw skilled professionals to the growing digital media sector.The UAE Media Council has introduced the permit, making it mandatory for anyone creating advertising content on social media, whether paid or unpaid.

What is the Advertiser Permit?

The Advertiser Permit is mandatory for anyone promoting or advertising products, services, or content on social media platforms such as Instagram, TikTok, YouTube, or Facebook. The UAE Media Council says the permit will help create a “trustworthy, professional, and creative media landscape” while protecting audiences from misleading or false content.

The initiative is part of the UAE’s broader strategy to modernize media regulations, raise content standards, and encourage the growth of the digital advertising sector.

Who needs the permit?

The permit applies to:

• Individuals aged 18 and above (exceptions may be made by the Media Council).
• Applicants with a clean record and no previous media content violations.
• UAE citizens and residents holding a valid trade licence for electronic media.

Applications must be submitted through the official UAE Media Council website at uaemc.gov.ae.

Validity and fees

• For UAE citizens and residents, the permit is valid for one year and renewable.
• For visitors, the permit is valid for three months and can be renewed.
• For the first three years, the permit is free of charge for UAE citizens and residents, supporting creators in the sector.

Visiting advertisers

Foreign content creators visiting the UAE must apply for a Visiting Advertiser Permit through licensed advertising or talent management agencies approved by the Media Council.

Key details for visiting advertisers:

• Valid for up to three months, extendable for another similar period.
• Issued only through accredited agencies operating within the UAE.

Who is exempt?

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Certain individuals do not need the Advertiser Permit:

• Users promoting their own products or services via personal accounts or accounts belonging to their company.
• Minors under 18 involved in educational, cultural, sports, or awareness content, provided the content aligns with age classifications in existing legislation.

Why does the permit matter

The Advertiser Permit is part of the UAE’s strategy to ensure media regulations keep pace with global digital trends. By formalizing a framework for social media advertising, the UAE aims to attract high-quality investment in the digital advertising sector, protect audiences from misleading or harmful content, and encourage professional and creative growth among content creators.