Everything You Need to Know About the UAE Media Council's New Advertiser Permit

The UAE Media Council has revealed an important new step in advertising regulations with the introduction of the Advertiser Permit. This permit is aimed at businesses and individuals involved in promotional activities across the Emirates. Its primary goal is to simplify the advertising process, ensuring that everyone follows local rules and promotes a more structured approach to advertising.

In this article, we will cover the essentials regarding the UAE Advertiser Permit, including who needs it, potential exemptions, how to apply, and the costs involved.

What is the Advertising Permit UAE?

The Advertiser Permit is a necessary authorization for any business or individual wanting to advertise within the UAE. This initiative is part of the UAE Media Council's commitment to ensuring that all advertising complies with local laws and cultural norms.

The regulatory decision mandates that all individuals - whether citizens, residents, or visitors - must secure a permit before posting any advertising content on social media related to any product, service, event, or activity within the UAE, regardless of whether they receive financial compensation.

This permit is part of a broader framework aimed at creating a flexible regulatory environment that adapts to the swift changes in the media industry, improves content quality, boosts the sector's attractiveness for investment, and draws in skilled professionals and talented content creators.

One of the main benefits of this permit is that it helps make the advertising landscape clearer and more accountable. This means businesses can better understand what is allowed and avoid any legal issues while promoting their products and services.

Who Needs the Advertiser Permit?

The Advertiser Permit is essential for various stakeholders, including:

• Businesses:

  Any company planning to promote its services or products in the UAE needs this permit. For instance, if a local PRO (Public Relations and Outreach) service provider company wants to advertise its new services, it must follow specific regulations and obtain the necessary permits.

• Freelancers and Bloggers:

  Individuals involved in advertising, such as social media influencers looking to promote brands, are also required to secure the permit. A fitness influencer promoting a new workout program needs to apply.

  
  

• Advertising Agencies:

  Agencies that create and distribute ads for clients must hold the permit to operate legally. For example, a marketing agency working with a retail client to develop a holiday campaign will need to be compliant.

  
  

• Visiting Advertiser:

  In the new framework, content creators who visit must obtain a "Visiting Advertiser Permit." To register as a visiting advertiser, one must go through a licensed advertising or talent management agency that is authorized to function in the UAE and approved by the Council. The Visiting Advertiser Permit is valid for up to 3 months and can be renewed for up tp 6 months.

This wide-ranging requirement ensures that all advertising participants follow local guidelines, promoting fair practices.

What are the Exemptions?

Although the Advertiser Permit is necessary for most, some exemptions exist:

• People promoting their own products or services, or those of a company they own, through their personal accounts

  
  

• Persons below 18 years old participating in educational, sports, cultural, or awareness activities, according to the age classification specified in the applicable legislation

  
  

These exemptions make sure that genuine non-commercial activities can continue without interference while still keeping a check on commercial advertising.

Grey areas to keep an eye on

While it's evident that businesses and "real" social media influencers need to obtain the new license, if you're promoting something like a restaurant on social media in the UAE, even from a personal account, you might require the UAE Advertiser Permit. This permit is essential for anyone involved in paid promotions or advertising on social media, including content creators, influencers, and individuals promoting a business, product, service, or brand in the UAE, whether the promotion is paid or unpaid. As a result, casual, non-commercial posts might or might not qualify, depending on regulatory interpretation. The enforcement policy is still evolving, and real-life cases will determine the boundaries. The regulation mentions “paid or unpaid,” but whether a “gifted review” or “tagged review” is always considered advertising has not yet been fully explored in public enforcement.

The UAE Advertiser Permit number must be clearly visible on your social media account.

Obligations for permit holders

• Adhere to media content regulations

  
  

• Verify that the advertiser is a legitimate entity, not an individual using a false name, and that the transaction wasn't conducted through a bank account with a fake or fraudulent identity

  
  

• Prominently display the permit number on their social media profiles

  
  

• Only post advertisements via accounts registered with the Council and associated with the granted permit

  
  

• Do not permit any other individual or party to advertise using their registered account

  
  

• Secure approval from the relevant authorities before publishing any advertisement, if mandated by applicable laws

  
  

When is the Permit Effective?

The UAE advertising permit is mandatory by October 30, 2025. To avoid facing issues, businesses and individuals should begin the application process promptly.

This head start allows stakeholders to adjust their advertising strategies according to the new rules. It's an important step for maintaining compliance as the deadline approaches.

Where to Apply for the Advertiser Permit

Applications for the Advertiser Permit can be submitted through the UAE Media Council's official website. The council has designed a dedicated online portal to assist applicants, making the application process straightforward. The application system provides clear guidelines to ensure applicants complete their submissions accurately and efficiently.

How to Apply for the Advertiser Permit

Applying for the Advertiser Permit requires several steps:

1. Visit the UAE Media Council Website: Go to the official website and search for the Advertiser Permit section. https://uaemc.gov.ae/en/licensing-services/

   
   

2. Create an Account: Applicants must create an account on the portal to access the application form.

   
   

3. Complete the Application Form: Fill out the necessary information, including details about your business or individual activities and any relevant documentation.

   
   

4. Submit Supporting Documents: Additional documents might be required, such as proof of business registration or personal identification.

   
   

5. Await Approval: Following submission, the UAE Media Council will evaluate your application and inform you of the result.

   
   

By carefully following these steps, applicants can streamline the process and enhance their chances of receiving the Advertiser Permit smoothly.

What is the Cost of the Advertiser Permit?

As a form of support for advertising content creators, UAE citizens and residents will receive the permit free of cost for three years.

Final Thoughts

The introduction of the UAE Advertiser Permit is a crucial move towards a more regulated and transparent advertising landscape in the Emirates. Understanding the requirements, exemptions, and application process helps businesses, freelancers, and agencies comply and avoid legal complications.

With the effective date nearing, stakeholders should take the time to familiarize themselves with the new guidelines and begin their applications. This proactive approach helps ensure that they can continue promoting their products and services responsibly while supporting a fair advertising environment in the UAE.