If you create promotional content on social media that reaches audiences in the UAE, a new advertiser permit is now required. The regulation is designed to bring clarity, accountability and transparency to online advertising, and it applies to individuals as well as professional creators. Whether content is paid or unpaid, anyone promoting products or services to a UAE audience must understand how this permit works.
What Is the UAE Advertiser Permit
The advertiser permit is an official approval issued by the UAE Media Council. It allows individuals to legally publish advertising and promotional content on social media platforms. The permit applies across platforms and is tied to the creator rather than a single brand or campaign.
Who Needs the Permit
Anyone who publishes promotional or commercial content aimed at viewers in the UAE must apply for the permit. This includes influencers, content creators and individuals who collaborate with brands, share discount codes or promote services and experiences. The rule applies regardless of whether payment is received in cash, gifts or other benefits.
Who Is Exempt
Some users are not required to obtain the permit. Individuals promoting their own business or products through their personal accounts are exempt. Minors under the age of 18 may also be exempt when posting educational, cultural, sports or awareness content, provided it complies with age related guidelines.
Permit Cost and Validity
For UAE citizens and residents, the permit is issued free of charge for the first three years. Each permit is valid for one year and must be renewed annually. After the initial three year period, a renewal fee applies.
Visitors to the UAE must apply for a short term permit. This permit is valid for three months and can be renewed once. Visitor permits must be processed through a licensed UAE agency.
What You Need Before Applying
UAE residents and citizens must have a valid trade licence for electronic media or content creation. In addition, a good conduct certificate issued by the relevant police authority is required. If you do not already have a trade licence, this must be secured before applying for the advertiser permit.
How to Apply
Applications are submitted through the official UAE Media Council digital platform. Applicants upload the required documents and complete the online form. Approval is typically issued within a few working days if all requirements are met.
Visitors must apply through a UAE licensed advertising or talent management agency authorised by the Media Council.
Responsibilities After Approval
Once approved, creators must comply with UAE media and advertising standards at all times. The permit number must be clearly displayed on social media accounts used for advertising. Only approved accounts may be used for promotional content, and creators are not allowed to let third parties advertise through their accounts without permission. Some categories of advertising may require additional approvals before publishing.
Why This Matters
The advertiser permit is part of a wider effort to regulate digital advertising and protect both audiences and brands. It creates clearer rules for creators, improves transparency in paid promotions and helps professionalise the creator economy in the UAE. Failing to comply can result in penalties or restrictions, making it essential for anyone producing promotional content to understand and follow the process.
For social media creators working with brands or promoting services in the UAE, the advertiser permit is no longer optional. Understanding who needs it, how to apply and what responsibilities come with approval is now a key part of operating legally and professionally in the region.
