Something big just dropped in the UAE’s media space and if you’re an influencer or content creator, you’ll want to pay attention.
On July 30, 2025, the UAE Media Council rolled out a new rule: anyone publishing promotional content online now needs an Advertiser Permit. Yes, whether you’re running ads for a client, pushing affiliate links, or promoting your own brand, it applies to you.
Let’s go through it.
A Quick Summary
Who Needs It:
- Influencers, freelancers, and content creators posting promos
Who’s Exempt:
- Those promoting only their own registered business
- Individuals under 18 involved in awareness or educational campaigns
Cost:
- Free for UAE citizens and residents for the first 3 years
Mandatory By:
- Oct 30, 2025
What’s This Advertiser Permit All About?
In short, it’s a legal requirement. This permit allows individuals or content creators to publish promotional or ad-related content across digital channels, social media and websites.
This comes under the Federal Decree-Law that redefined media governance in the UAE, along with Cabinet Decisions of 2025, which specify rules, licensing structures, and penalties for violations. These frameworks collectively fall under the updated UAE Media Regulation System, which the UAE Media Council now oversees following the phasing out of the old National Media Council.
And here’s the good news: UAE citizens and residents can apply for a free permit. It is free for the first three years.
Who’s Exempt
The main exemption is for individuals promoting their own registered business under their personal account. Additionally, individuals under 18 participating in educational, cultural, or awareness campaigns are also exempt, as long as the content complies with age-related standards.
Who’s This For?
It covers:
- Freelancers doing paid promotions
- Influencers (nano to mega)
Basically, if you’re posting anything promotional, paid or unpaid, cash or barter, you likely need the permit. Especially if you’re promoting third-party products or services. Doesn’t matter if it’s a full-blown brand collab or an affiliate post, if there’s promotional intent, it counts.
Non-resident influencers or creators visiting the UAE will need a Visitor Advertiser Permit, which is valid for three months and can be renewed once. It must be processed through a licensed advertising agency.
Why Now?
With thousands of influencers and content creators pushing content on platforms like Instagram, TikTok, and YouTube, the line between genuine content and advertising has gotten pretty blurry.
This move isn’t about clamping down on creativity. It’s about:
- Protecting people from misleading or unverified ads (as noted by the UAE Media Council in The National and Khaleej Times, July 2025)
- Creating a level playing field
- Holding creators accountable
- Cracking down on fake ads and black-market promos
UAE Media Council officials say the goal is to protect the public and uphold ethical standards in digital media (as reported by The National and Khaleej Times).
How Do You Get One?
It’s fully online, via the UAE Media Council website. Interested influencers can apply for the permit through the website: www.uaemc.gov.ae.
You’ll need:
- A valid Emirates ID
- A trade license (if you’re a freelancer or influencer)
- A short explanation of your advertising activity
- Sample content, if requested
Not sure if this applies to you? Visit uaemc.gov.ae for official FAQs and updates.
What If You Don’t Bother?
Skipping the permit isn’t just risky, it’s now against the law. If you’re caught publishing promotional content without it, you could face:
- Fines start at AED 20,000 for smaller first-time offences, but can climb up to AED 1 million for serious or repeat violations.
- Platform takedowns
- Losing your business license
- Possibly even suspension of your trade or media licence
The UAE’s Media Monitoring Team is using both human moderators and AI to keep an eye on promotional content and they’re thorough.
Influencers, Read This Twice
Even if you’re just starting out or doing the occasional gifted collab, if you’re posting anything promotional, you need the permit. Doesn’t matter if you’re paid in cash, gifts, or through collaborations, it still counts.
UAEMC has made it clear: staying informed is the safest way to protect your content and credibility.
What About the Actual Content?
The content itself needs to follow the UAE Media Content Standards laid out in 2023. That means:
- No offensive or culturally inappropriate material
- No misleading claims
- No promotion of banned products or services
- And always disclose paid partnerships
UAEMC has also hinted at upcoming quality audits and stricter monitoring, which means the permit could be just the beginning.
Final Words
Look, this is a solid move by the UAE. It raises the bar. It brings structure and it tells the digital world, “We take this seriously.”
It’s not about censorship, it’s about doing things right.
If you’re an influencer, freelancer, or content creator in the UAE, this isn’t just a legal checkbox. It’s a shift in how digital advertising works here. And getting on board early? That’s not just smart, it’s professional.
Smart creators don’t wait for a fine, they get ahead of it.
Apply for Your Advertiser Permit
Before your next post goes live, make sure you’re covered. Head to uaemc.gov.ae or talk to a licensed media consultant today.
Disclaimer
The information provided in this blog is for general awareness purposes only and does not constitute legal advice. While every effort has been made to ensure the accuracy of the content at the time of writing, regulations and policies may change. Readers are encouraged to consult the official UAE Media Council website or seek professional legal or business advice before taking action based on this content.
Sources:
- UAE Media Council – uaemc.gov.ae
- Cabinet Decision No. 42 of 2025 (penalties)
- The National, July 30, 2025
- Gulf News – UAE influencer licensing guide, July 2025
- Clyde & Co legal insights on UAE Media Law
FAQs
1. Who needs an Advertiser Permit in the UAE?
Anyone publishing promotional content online, whether it’s paid or gifted, must have an Advertiser Permit issued by the UAE Media Council. This includes influencers, freelancers, and any individuals promoting third-party brands through personal accounts.
Note: If you’re only promoting your own registered business on your personal account, you’re exempt.
2. Do influencers need a trade license too?
Yes. Influencers must have both a valid trade or freelancer license and the Advertiser Permit to operate legally. The trade license covers the commercial activity, while the permit allows advertising content to be published online.
3. Is the Advertiser Permit free?
Yes, for now. UAE citizens and residents can apply for a free permit. The permit is free for the first three years. Renewal terms and duration will be confirmed by the UAE Media Council.
4. When does the permit requirement become mandatory?
The rule takes full effect three months from the announcement date, which was July 30, 2025. So, by late October 2025, the permit will be mandatory for all eligible content creators and advertisers.
5. What are the penalties for not having a permit?
Publishing promotional content without a permit can lead to serious consequences, including:
- Fines start at AED 20,000 for smaller first-time offences, but can climb up to AED 1 million for serious or repeat violations.
- Platform takedowns
- Losing your business license
- Possibly even suspension of your trade or media licence
6. What kind of content is considered promotional?
Anything that promotes a brand, product, service, or experience, even if you’re not paid in cash. This includes barter deals, gifted collaborations, affiliate links, sponsored posts, and reviews. If it promotes anything and benefits someone commercially, it counts.
7. How do I apply for the Advertiser Permit?
The process is fully online via the UAE Media Council website. You’ll need:
- A valid Emirates ID
- A trade or freelancer license
- Details of your advertising activity
- (Optional) Sample content, if requested
Apply here: uaemc.gov.ae