A fresh set of media regulations is changing how social media content is managed in the UAE. Under the latest announcement from the UAE Media Council, anyone posting promotional material on platforms such as Instagram, TikTok, or YouTube—whether compensated or not—must now secure a permit.
The new rule applies to both UAE residents and visiting influencers who are in the country temporarily but engaging in brand-related activity. A special three-month Visitor Advertiser Permit is now compulsory for international content creators promoting UAE-based products or experiences during their stay.
This regulation marks a decisive shift in how the government monitors and manages digital advertising.
Who falls under the new rule?
The permit is required not only for full-time influencers but for any individual who promotes services, products or events within the UAE, regardless of compensation.
This includes:
- Residents sharing brand collaborations, paid ads, or gifted promotions
- Tourists featuring local hotels, restaurants, or events
- Freelancers producing promotional content
- Individuals tagging sponsored content without disclosure
If the post is promotional in nature—even if unpaid—it falls within the scope of the new rules.
What is the Visitor Advertiser Permit?
Visitors to the UAE who intend to publish promotional content during their stay must apply for a Visitor Advertiser Permit. This permit is valid for up to 90 days, covering short-term promotional campaigns and collaborations.
The permit aims to ensure visitors engaging in brand deals or product placements are aligned with local advertising standards, just like registered UAE-based influencers.
Permit fee waived for the first three years
To ease the transition, the UAE Media Council is offering the permit free of charge for the first three years. This provides individuals with ample time to understand and comply with the regulations before any financial commitment is involved.
This approach reflects a balanced strategy: encouraging content creation while ensuring it operates within a clear legal framework.
How to apply for the UAE social media permit
The application process will be managed by the UAE Media Council. Individuals will need to provide basic identification, such as Emirates ID or passport details, along with platform handles and a general description of their promotional activity.
While specific application procedures are expected to be rolled out soon, the objective is to streamline the process digitally and make it accessible to residents and visitors alike.
This is especially relevant for freelancers and part-time creators who may not operate under a registered media company but still engage in product endorsements or sponsored reviews.
Importance of this shift
The UAE has long maintained a structured approach to media regulation. However, the rise in unlicensed digital endorsements had created a grey area in advertising.
By making permits mandatory, the government is seeking to:
- Create consistency in advertising standards
- Protect consumers from misleading promotions
- Ensure influencers and content creators operate on a level playing field
- Prevent unregulated brand promotions by tourists and short-term visitors
The move is also seen as a way to support licensed media agencies and individuals who already follow legal advertising guidelines, helping maintain credibility in the industry.
Penalties for non-compliance
Failing to obtain the necessary permit before publishing promotional content may result in:
- Financial penalties
- Removal of content
- Potential legal action in serious or repeated cases
- Business penalties for brands working with unregistered creators
Collaborations should now include checks on whether the creator holds a valid permit before launch.
A Professionalized creator economy
Rather than limit creativity, the new framework seeks to professionalise the booming content creation space in the UAE. Influencers now have a clear legal route to operate within, and businesses can feel more secure knowing their partnerships are compliant with national guidelines.
The decision to waive fees for three years signals that the authorities are not trying to monetise content creation, but instead introduce responsibility and transparency in a digital-first era.
With Dubai and Abu Dhabi continuing to attract global attention, regulating social media activity is simply part of keeping pace with a growing digital economy.
Read More:
- Dubai unveils travel influencer academy to elevate global content standards – Social Kandura
- 7 Social media Influencers who made their way into Bollywood – Social Kandura
To stay on top of content creator regulations, influencer news, and what’s changing in the UAE’s digital landscape, follow Social Kandura for the latest local updates.
