If you’re posting promotional content on social media in the UAE — even without getting paid for it — a new regulation now applies to you. The UAE Media Council has issued a rule that requires influencers and content creators to get an advertising permit for all promotional activity, paid or unpaid.

The rule was officially announced on July 30, with a full implementation period of three months. After that, permits will become mandatory, and a list of approved agencies will be published by the UAE Media Council.

Key details of the advertising permit system in UAE

  • Permit required for any promotional content, regardless of compensation
  • Valid for 3 years, free of charge
  • Current permits remain valid until expiration
  • Renewals will be available once the initial permit ends

Creators visiting the UAE will need a visitor advertising permit to post promotional content while in the country.

Back in May 2025, the UAE also introduced a business licence requirement for influencers earning income through their content. Previously, only a media licence was required. However, to ease the transition, fees for the business licence will be waived for the first three years.

Some individuals and activities are not required to get a permit:

  • Promoting your own company or product through a personal account
  • People under 18 involved in educational, athletic, cultural or awareness content

These regulations are part of the UAE’s first media law update in over 40 years. The broader framework is aimed at improving media quality, protecting audiences, and adapting to digital trends like AI, streaming, gaming, and online broadcasting.

The UAE Media Council also plans to introduce an age rating system for media content and develop licensing policies for digital news platforms, as part of a broader push to support the country’s growing content economy.

These changes signal a clear shift toward regulation and professionalisation in the digital space. If you’re working in or visiting the UAE as a creator, it’s a good time to make sure your activity aligns with the new requirements.