The UAE Media Council has announced the introduction of the Advertiser Permit for those who publish promotional content on social media platforms, regardless of whether the content is compensated or not.
This initiative is part of a comprehensive framework aimed at establishing a flexible regulatory environment that adapts to the swift evolution of the media sector. Its objectives are to enhance content quality, boost the sector’s appeal for investment, and attract skilled professionals and creative talents in content creation.
Additionally, the permit intends to protect the rights of both society and content creators by implementing transparent mechanisms for regulating advertising activities. This effort reinforces principles of transparency and professionalism, solidifying the UAE’s reputation as a premier hub for advertising content production.
Mohammed Saeed Al Shehhi, secretary-general of the UAE Media Council, remarked that the launch of the Advertiser Permit represents a significant advancement in the regulatory framework governing advertising activities across digital platforms. It reflects the council’s vision of developing an integrated media model that aligns with digital progress and enhances media governance through the establishment of clear standards that safeguard public rights while defining responsible, professional relationships among content creators, advertisers, and audiences.
He highlighted that the permit fosters a media landscape grounded in transparency and credibility by providing explicit guidelines for advertising practices that enhance user trust and align with the ongoing transformations in the digital media environment.
Al Shehhi underscored that the UAE has successfully established itself as a global platform for content creators, capitalizing on a flexible legislative framework, advanced infrastructure, and a regulatory environment that encourages innovation and competitiveness—positioning the country as a top destination for creatives and digital professionals worldwide.
Free permit for initial years
Al Shehhi added, “We are committed to supporting the content economy as a vital component of the future economy and a key driver of growth in the digital era. We believe creative talent is the cornerstone of this rapidly growing sector, both locally and globally. That’s why we are focused on updating legislation and launching strategic initiatives that foster an enabling environment for individuals and companies, while strengthening the sector’s contribution to the national economy in alignment with the UAE’s future vision and ambitions.”
Maitha Majed Al Suwaidi, CEO of the Strategy and Media Policy Sector at the UAE Media Council, elaborated that the Advertiser Permit is a regulatory measure aimed at empowering content creators and enhancing the quality of advertisements disseminated across digital platforms.
She mentioned that the permit will take effect in three months, allowing content creators ample time to adjust their status and secure the necessary approvals to comply with the new regulations. This permit will be mandatory for all individuals engaged in the digital advertising space.
Al Suwaidi further stated that the permit will be issued free of charge for the initial three years and that existing valid permits will remain active until their expiration, with renewal applications available thereafter.
She urged companies and institutions to collaborate solely with individuals licensed by the council to uphold professional standards, ensuring the quality of advertising content while protecting public interest.
Read more: UAE Media Council unveils comprehensive system to regulate, empower media sector
Adherence to media content standards
Al Suwaidi also confirmed that Visitor Advertiser Permits will be activated simultaneously with the full implementation in three months, with an official list of approved advertising and talent agencies to be released at a later date.
Exempt from obtaining the Advertiser Permit are individuals promoting products or services of their own or a company they own through their personal accounts, as well as individuals under 18 who participate in educational, athletic, cultural, or awareness activities, as long as those activities comply with the age classifications outlined in relevant legislation.
According to the decision, the account holder must adhere to media content standards. The permit number must be clearly displayed on social media accounts and platforms. No advertisement may be published except through an account registered with the council and linked to the permit granted to the permit holder.
The account holder must not permit any other individual or party to advertise through the account registered with the council. Approval from the appropriate authorities must be obtained prior to publishing any advertisement when required by relevant legislation.
The new framework mandates that visiting content creators apply for a Visitor Advertiser Permit. The applicant must register as a Visitor Advertiser through a licensed advertising or talent management agency authorized to operate in the UAE and approved by the council. The Visitor Advertiser Permit will be valid for three months and may be renewed once for an additional three months.
