The UAE Media Council has introduced a new Advertiser Permit for individuals publishing promotional content on social media platforms, whether paid or unpaid. 

The permit, set to take effect in three months, aims to regulate digital advertising activity, improve content quality, and strengthen the country’s position as a regional hub for media and content creation.

The initiative is part of a broader effort to establish a flexible regulatory framework that keeps pace with the evolving media landscape, enhances transparency, and supports the sector’s appeal to investors and creative professionals.

Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, said the new permit is a key step in modernizing media governance and promoting responsible advertising, with clear standards to build public trust among creators, advertisers, and audiences.

He also underscored the UAE’s role as a global hub for creative talent, supported by strong infrastructure and progressive laws. “We are committed to supporting the content economy as a driver of future growth,” he said.

Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy, said the permit is mandatory for anyone in digital advertising and will be free for the first three years. Current valid permits remain effective until expiry and are renewable.

She added that only council-licensed creators can be contracted by companies, and a separate Visitor Advertiser Permit—valid for three months and renewable once—will apply to visiting influencers through approved agencies.

Exemptions include individuals promoting their own businesses through personal accounts and those under 18 involved in educational, cultural, or awareness activities, provided they meet the applicable age classification standards.

Permit holders must display their permit number clearly on their social media accounts and are prohibited from allowing others to advertise through their registered accounts. Ads must only be published from accounts approved by the council and, where applicable, must receive prior approval from relevant authorities.

Al Suwaidi confirmed that a list of approved agencies will be published ahead of the full rollout.