Thinking of promoting on social media in the UAE? You’ll now need a permit to avoid a fine

The UAE just made a major move in shaping the future of social media advertising.

Starting three months from now, anyone posting promotional content – paid or not – will need an official ‘advertiser permit’ from the UAE Media Council. 

So yes, even if you’re giving your best friend’s café a shoutout or casually dropping a discount code on stories, you’ll need to be licensed. 

This new rule applies to influencers, content creators and anyone working in digital advertising across platforms like Instagram, TikTok, YouTube and Snapchat. 

The goal? 

To support the growing content economy and raise the standard of digital ads in the UAE, while also keeping things transparent and professional. 

The Advertiser Permit will be free for the first three years and will come into effect after a three-month grace period. 

This allows content creators sufficient time to regularize their status and obtain the necessary approvals to ensure compliance with the approved standards.… pic.twitter.com/tnvyudFSwj — مجلس الإمارات للإعلام (@uaemediacouncil) July 30, 2025 

What is the advertiser permit exactly? 

The permit – rolled out by the UAE Media Council – is free for the first three years. It’s mandatory for any individual creating promotional content, whether they’re being paid or not. 

Users will need to display their licence number clearly on their social media accounts and cannot allow others to advertise through their registered profiles. 

In short: if you’re promoting, you need a permit and it has to be linked directly to your account. Visitor permits are also in the works and will be valid for three months, but they’ll require registration through a licensed agency. 

Who doesn’t need it? 

There are a few exceptions.

If you’re promoting your own product or company through your personal account, you’re off the hook. Also exempt are minors under 18, provided their content is educational, cultural, athletic, or awareness-related.

A new chapter in creator culture This isn’t the UAE’s first foray into influencer regulation. 

Back in 2018, the country introduced a licence requirement for influencers earning money online. 

And earlier this year, Abu Dhabi made it mandatory for paid content creators to get a permit specific to the emirate – or face a Dhs10,000 fine. 

But this latest update takes things further by covering free promotions too, marking a new era of accountability for the region’s booming creator economy. 

With a three-month grace period in place, creators and advertisers alike have time to get their paperwork in order. 

So if you’re planning on living that #ad life in the UAE, it’s time to get compliant.

Culled From TimeOutAbuDhabi.