UAE Launches New Permit for Social Media Advertisers

Post by : Jyoti Singh

Photo: Reuters

Abu Dhabi, 30th July 2025 — The UAE Media Council has introduced a new rule for people who post advertisements or promotional content on social media. This rule is called the Advertiser Permit. Whether the content is paid for or shared freely, anyone promoting something online must now have this permit. This step is part of the country’s effort to build a stronger and better-regulated media environment. As the world of digital media continues to grow and change quickly, the UAE wants to keep up with this pace. The permit is designed to help improve the quality of what people see online, protect the rights of content creators, and make sure that the public is not misled by unregulated ads.

What Is the Advertiser Permit?

The Advertiser Permit is a license that people must get if they post any kind of promotional or advertising content on social media platforms. This includes influencers, vloggers, and anyone else who promotes products or services online, even if they don’t get paid for it.

This new system aims to:

• Make online advertisements more professional.

• Set clear rules for what is allowed and what isn’t.

• Protect both the public and content creators from fake or harmful ads.

• Encourage more investments in the media industry.

• Help the UAE become a top destination for creative people and companies.

Why Is This Important?

Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, said this is a big step in improving how advertising is done on digital platforms. He explained that the council wants to build a fair and trustworthy media system that supports both creators and the public.

According to Al Shehhi, the goal is not only to bring order but also to encourage growth in the content and media industry. He said this permit will support young talent, make sure ads are done responsibly, and keep the media space transparent and honest.

He added that the UAE is already known as a global place for creative minds and professionals. This move will help maintain that position by ensuring that advertising content is held to high standards.

We want to support the content economy as an important part of our plans, Al Shehhi said. Talented people are the heart of this fast-growing area. We are working hard to update laws and launch new ideas that make it easier for people and companies to work and grow in this field.

What Does the Permit Do?

Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy Sector at the UAE Media Council, explained that the permit is meant to help content creators. It will ensure that the advertisements people see online are clear, trustworthy, and meet proper standards.

Here are the key points about the new permit:

• Permit Start Date: It will be required starting three months from now. This gives people time to apply and adjust.

• Who Needs It: Anyone posting advertising or promotional content online must get this permit.

• Free for Three Years: The permit will be given free of cost for the first three years.

• Existing Permits Remain Valid: If someone already has a valid permit, they can continue using it until it expires, and then they can renew it.

• Display the Permit: Social media users must show their permit number on their accounts.

• One Account per Permit: Only the registered account holder can post advertisements. They cannot allow others to use their account for this purpose.

• Get Approval When Needed: For certain types of ads, approval from authorities may be required before posting.

Who Is Exempt from the Permit?

Some people do not need this permit. They include:

• Anyone promoting their own business or services on their personal social media accounts.

• Individuals under the age of 18, as long as they are posting about educational, sports, cultural, or awareness activities, and their content fits their age group and follows local rules.

This exemption means that children promoting their own school projects or family businesses won’t need to worry, as long as their content is suitable.

What About Visitors?

The Media Council has also created a special kind of permit for people who visit the UAE and want to create or post advertisements while in the country. This is called the Visitor Advertiser Permit.

To get this permit:

• The person must apply through a licensed advertising or talent agency that is approved by the UAE Media Council.

• The permit is valid for three months and can be renewed one more time for another three months.

An official list of approved advertising and talent agencies will be shared by the Media Council soon.

Important Rules to Follow

Here are some of the rules that must be followed under the new system:

• The social media account used for advertising must be registered with the council.

• No one else can post ads through your account.

• If a specific type of ad needs special permission from other government offices (for example, medical or health products), the account holder must get approval before posting.

• Anyone who does not follow these rules may face penalties, although the Media Council has not yet shared details about fines or actions.

Why the Change?

The UAE is quickly becoming a major place for digital and creative businesses. The country wants to be known not just for its modern buildings and lifestyle but also as a leader in safe, honest, and professional media. With more people making money through social media, it’s important to have clear rules that protect both creators and viewers.

The new advertiser permit is not meant to stop creativity. Instead, it is designed to make sure that everyone plays fair, keeps public trust, and respects the law. The council believes that by putting proper rules in place, they can help the industry grow in the right direction. This new move by the UAE Media Council shows how seriously the country takes its media space. By creating rules that guide how advertising should be done online, the government is working to keep people safe from misleading content while helping talented creators grow.

It’s not just about rules—it’s about building trust. With this new system, social media in the UAE could become a model for other countries around the world.

Everyone involved — from content creators to big companies — is encouraged to follow these new guidelines and take part in building a strong, safe, and creative future for digital media in the UAE

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