Other BriefingsUAE Influencers Must Obtain Advertiser Permit Under New Media Law
From February 1, 2026, influencers and anyone advertising online from within the UAE must hold a valid Advertiser Permit issued by the UAE Media Council, covering both paid and unpaid promotional content across all digital platforms.
From February 1, 2026, individuals advertising on social media and other digital platforms in the UAE will be required to obtain a valid Advertiser Permit, as confirmed by the UAE Media Council. The requirement applies to all forms of paid and unpaid promotional content published online, including on social media, websites, blogs, and digital publications, regardless of the creator’s follower count or whether financial compensation is involved.
Issued under Federal Media Law No. 55 of 2023 (hereinafter, the “Media Law”), the new rule forms part of the UAE’s broader overhaul of its media and advertising regulatory framework. The measure is intended to professionalise the fast-growing digital advertising and influencer economy, improve transparency, and protect the public from misleading or harmful content.
In this article, we outline who is required to obtain the Advertiser Permit, what types of online activity fall within its scope, the key compliance obligations and exemptions, and the penalties for non-compliance, as businesses and content creators prepare for the implementation
Legal and regulatory background
The introduction of the mandatory Advertiser Permit is anchored in the UAE’s ongoing reform of its media and content regulation framework, which seeks to bring digital advertising and online publishing under clearer and more enforceable oversight.
At the centre of this framework is the UAE Media Council, which serves as the federal authority responsible for regulating and supervising media activities across the country. The Media Council is tasked with issuing licences and permits, setting content standards, and enforcing compliance across all forms of media, including print, broadcast, and digital platforms.
Its mandate has expanded in recent years to reflect the rapid growth of online media, influencer marketing, and platform-based advertising.
The Advertiser Permit is issued under the UAE’s Media Law, which provides the legal foundation for regulating advertising and media activities across both traditional and digital channels. The law adopts a platform-neutral approach, meaning that the same regulatory principles apply whether advertising content appears in newspapers, on television, or on social media. By introducing a permit requirement specifically for advertisers and content creators, the UAE has formalised influencer marketing as a regulated commercial activity rather than an informal or purely personal endeavour.
Enforcement and penalty mechanisms are further supported by Cabinet Resolution No. (42) of 2025, which sets out fines and administrative sanctions for violations.
Who is affected by the new rules for influencers in the UAE
Individuals and businesses covered
The Advertiser Permit requirement applies broadly and captures most forms of digital advertising activity carried out from within the UAE.
It applies to:
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Influencers and content creators;
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Individual advertisers;
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Companies publishing promotional content;
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Marketing, PR, and talent agencies; and
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Visiting or non-resident creators producing content while physically present in the UAE.
There are no exemptions based on follower count, campaign size, or frequency of posting.
Platforms within scope
The rules are platform-neutral and apply to:
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Social media platforms;
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Websites and blogs; and
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Online publications and digital advertising channels.
Any promotional content disseminated online from within the UAE falls within the regulatory framework.
What counts as “advertising” under UAE Media Law
Promotional activities requiring a permit
The definition of advertising extends beyond traditional sponsored posts and includes:
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Paid promotions and endorsements;
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Unpaid promotions and brand advocacy;
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Gifted products, services, or experiences;
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Brand collaborations and ambassador arrangements;
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Affiliate marketing and referral links; and
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Commercial brand mentions involving any benefit.
The law focuses on commercial intent, not payment or audience reach.
What is not considered advertising
Generally excluded from the permit requirement are:
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Purely personal, non-commercial content;
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Individuals promoting their own registered business or products; and
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Minors producing educational, cultural, sports, or awareness content, subject to safeguards.
Advertiser permit requirements and eligibility
Eligibility for the Advertiser Permit is determined by the applicant’s residency status, with baseline standards applying across the board. Applicants must generally be at least 18 years old, although limited exceptions may be approved by the authorities. In all cases, applicants are expected to have a clean compliance record, with no serious prior violations of UAE media or content regulations.
For UAE citizens and residents, the permit is tied to the country’s commercial licensing system. Applicants must hold a valid trade or freelance licence covering electronic media or related activities, confirming that digital advertising is treated as a regulated business activity. The Advertiser Permit is issued for one year and is renewable annually. To support the transition to the new regulatory framework, the permit is free for the first three years.
Visiting or non-resident creators are eligible for a separate, short-term Advertiser Permit designed for temporary activity in the UAE. Applications must be submitted through licensed UAE-based agencies rather than directly by the individual. This permit is valid for three months and may be renewed once, allowing visiting creators to operate lawfully while remaining subject to the same content standards as resident permit holders.
Ongoing obligations for permit holders
Advertiser Permit holders must comply with continuous regulatory obligations.
These include:
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Adhering to the 20 mandatory content standards issued by the Media Council
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Displaying the permit number on social media profiles
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Publishing advertisements only through registered accounts
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Obtaining prior approval for regulated or specialised advertisements
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Ensuring collaborators and advertisers are legitimate
Non-compliance may result in administrative action even if a permit has been issued.
Responsibilities of brands, agencies, and advertisers
Compliance obligations extend beyond influencers themselves.
Businesses must:
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Verify that influencers and advertisers hold valid permits before engagement;
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Avoid publishing or sponsoring unlicensed advertising content; and
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Incorporate permit verification into contracting and campaign planning.
Liability may attach to brands and agencies that engage unlicensed creators.
Penalties for non-compliance
Failure to comply with the advertiser permit framework may result in penalties for non-compliance
| Penalties for Non-Compliance with the UAE’s | |
| Examples of non-compliance | Penalties |
| Content violations | AED 5,000 (US$1,361.29) to AED 1,000,000 (US$272,257.01) |
| Violations affecting state interests or national security | AED 50,000 (US$13,612.85) to AED 500,000 (US$136,128.51) |
| Operating without a licence: |
AED 5,000 (US$1,361.29) to AED 10,000 (US$2,722.57) |
| Publishing false or misleading information |
AED 10,000 (US$272.26) for a first offence to AED 40,000 (US$10,890.28) for repeat offences |
| Expired licence or misuse |
AED 150 (US$40.84) per day (capped at AED 3,000, US$816.77) to AED 20,000 (US$5,445.14) for misuse |
Application process and timing
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UAE citizens and residents must apply through the UAE Media Council’s online portal; and
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Visiting creators must apply through accredited UAE-based agencies.
Authorities have encouraged early compliance ahead of the February 1, 2026 enforcement deadline.
Key takeaway for influencers and businesses in the UAE
From February 1, 2026, advertising online from within the UAE will be a fully regulated activity requiring formal authorisation. Influencers, creators, brands, and agencies must treat digital advertising as a licensed commercial operation, not an informal or ancillary activity.
Early compliance (through proper licensing, permit registration, and adherence to content standards) will be essential to managing legal risk and operating successfully within the UAE’s evolving digital media framework.
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