UAE introduces mandatory ‘advertiser permit’ for social media content

The UAE Media Council has announced that anyone displaying promotional content on their social media channels will soon be required to apply for a licence, regardless of whether the content is paid for or not.

Mohammed Saeed Al Shehhi, secretary general of the UAE Media Council, said, “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", he added. “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".

The permit aims to empower content creators and improve the quality of advertisements shared across digital platforms, said Maitha Majed Al Suwaidi, chief executive of strategy and media policy sector at the council.

Permit to Take Effect in Three Months

The new regulation will come into effect in three months, giving "content creators sufficient time to align their status and obtain the necessary approvals to ensure compliance with the new regulations", Ms Al Suwaidi said, according to state news agency Wam.

"The permit will be mandatory for all individuals working in the digital advertising space and will be issued for free for the first three years", she added.

Ms Al Suwaidi also urged companies and institutions to “engage only with people licensed by the council".

The licence number must be displayed clearly 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 its holder,” Wam reported.

Account holders will be prohibited from allowing others to advertise through accounts registered with the council.

Ms Al Suwaidi confirmed that the visitor advertiser permits will also be launched in three months. An official list of approved advertising and talent agencies will be announced later.

Those applying for visitor permits must register through a licensed advertising or talent management agency authorised to operate in the UAE. Once issued, the visitor permit will be valid for three months before renewal is required.

Who is Exempt?

According to Wam, the permit requirement 'does not apply to any individual who promotes a product or service of their own or a company they own through their personal account, as well as individuals under the age of 18 who engage in educational, athletic, cultural or awareness activities'.

In 2018, the UAE made it mandatory for social media influencers making money from posts to obtain a licence. At the time, officials said violators could face fines of up to Dh5,000, though penalties vary between emirates.

This year, it was confirmed that influencers operating for financial gain in Abu Dhabi must obtain a permit specific to the emirate, with fines of Dh10,000 for non-compliance.