On 30 July 2025, the UAE Media Council announced the introduction of permits for advertising activities on social media (Advertiser Permits).
- Advertiser Permits are necessary for individuals posting advertisements on social media, enhancing transparency and trust in the digital space.
- Permits aim to improve the competitiveness of the UAE's digital advertising sector while protecting society from misleading content.
- Compliance with media content standards and displaying permit numbers are key responsibilities for permit holders.
- Penalties for non-compliance include warnings and fines, reinforcing the need for adherence to advertising regulations.
Having an Advertiser Permit will be a condition for the legal publication of advertising content by individuals on major social networks.
Reasons for introducing Advertiser Permits
Permits for advertising on social media are being introduced in the UAE for:
- Regulating and developing the advertising content economy;
- Improving the competitiveness of the digital advertising sector in the UAE;
- Protecting society from misleading information;
- Increasing the share of high-quality advertising content in the media space;
- Encouraging private individuals and companies to invest in the advertising content industry.
The Council’s press release notes that creating a clear mechanism for regulating advertising on digital platforms is intended to protect the rights of both content creators and the public. According to the Council, this will help build a professional and responsible relationship between content creators, advertisers, and their audience, based on trust and transparency.
Who needs an Advertiser Permit?
The permit is required for individuals who post advertisements on social media platforms, regardless of whether they receive any financial compensation.
An advertisement is understood as any promotional content published by an individual to promote a third party’s product or service.
The following persons will not need to obtain the permit:
- Individuals advertising their own products or services, or the products or services of a company they own.
- Individuals under 18 years old who are engaged in educational, sports, cultural, or awareness-raising activities, as classified by relevant laws.
Requirements to get an Advertiser Permit
To obtain a permit for advertising in social media in the UAE, an applicant must meet the following conditions:
- The applicant must be at least 18 years old (with possible exceptions at the Council’s discretion).
- The applicant must have no prior history of media-related violations.
- UAE citizens and residents must obtain a license for e-media activities from the relevant authority.
- A visitor permit can be issued to temporary visitors to the UAE who are registered with a Council-accredited advertising or talent agency. The list of these agencies will be published later. This permit is valid for 3 months and can be renewed for the same period.
Responsibilities for permit holders
Individuals who have obtained an Advertiser Permit in the UAE are required to:
- Comply with media content standards;
- Ensure that the advertiser (the entity whose product or service is advertised) is not a shell company or a person acting under a pseudonym, and that payments are not made through a bank account opened under a false identity;
- Clearly display the valid permit number on their social media accounts;
- Publish ads only in those accounts that are registered with the Council and linked to the issued permit;
- Prevent others from posting ads through their registered account;
- Obtain approval from relevant authorities for specific types of ads, where required by law.
Validity of the permit
The period for which an Advertiser Permit is issued to online advertisers in the UAE depends on their status and in the standard case will be one year.
| Persons granted a permit | Validity of permit |
|---|---|
|
UAE citizens or residents |
One year (renewable) |
|
UAE visitors |
Three months (renewable) |
As a form of support for advertising content creators, permits will be issued free of charge for three years (for UAE citizens or residents only).
Penalties for advertising without a permit
According to Cabinet Resolution No. 42 of 2025, the following penalties are imposed on persons who publish advertising content on social media or through other modern technologies without obtaining a permit from the Council:
- A written warning (for the first violation);
- AED 20,000 (for the second violation);
- AED 50,000 (for the third violation); in case of a repeat violation, the said fine will be doubled.
When will the new regulations apply?
According to the CEO of Strategy and Media Policy Sector at the UAE Media Council, the new regime will come into effect in three months. This will give content creators enough time to obtain the necessary permits and ensure compliance with the new regulations.
Companies advertising their products will be required to work only with those individuals who have obtained Advertiser Permits from the Council, paying attention to the quality of advertising content and the protection of public interest.
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