Advertiser Permit now mandatory for social media promotions in the UAE

The UAE Media Council has announced the details of the process for obtaining an “Advertiser Permit,” which is now a key requirement for individuals wishing to advertise on social media platforms.

According to the Council’s official website, an “Advertiser Permit” is defined as a permit granted to individuals who carry out advertising activities on social media platforms, whether in return for monetary or non-monetary compensation. This permit is part of an integrated framework aimed at developing a flexible regulatory environment that keeps pace with the rapid transformations in media industries. It also aims to enhance content quality, increase the sector’s attractiveness to investors, and attract skilled professionals and talents in content creation.

Key conditions for social media advertising

As stated on the Council’s website, the fundamental conditions for advertising on social media include:

• The advertisement must be clearly identifiable and not ambiguous or misleading.

• Advertisers must refrain from disseminating any promotional content that may harm public interest.

• They must avoid providing information or data that conflict with applicable legislation, rules, and regulations.

• Prior approval must be obtained from the relevant authorities where required.

Objectives of the Advertiser Permit

The Council stated that this regulation aims to protect both the rights of the community and content creators by establishing clear mechanisms for organizing advertising activities. It supports transparency and professionalism while positioning the UAE as a leading hub for the advertising content industry.

The objectives include:

• Regulating and developing the advertising content economy.

• Enhancing the competitiveness of the digital advertising sector in the UAE.

• Protecting the public from misinformation and deception.

• Enriching the media landscape with high-quality content.

• Encouraging individual and institutional investment in the advertising content industry.

Permit duration

• For UAE citizens and residents: Valid for one year, renewable.

• For visitors: Valid for 3 months, renewable.

• Support for citizens and residents: The permit will be granted free of charge for three years to support advertising content creators.

•  Permit requirements

• Applicants must be at least 18 years old (exceptions may be made for certain age groups at the Council’s discretion).

• Must have good conduct and behavior.

• UAE citizens and residents must hold an economic license for practicing electronic media, issued by the relevant authority.

• Visitors may be granted a permit if registered as a “visiting advertiser” with an advertising agency or talent management agency accredited by the Council.

Exemptions from the permit requirement

• Individuals advertising a product, service, or company they personally own via their personal social media accounts.

• Individuals under 18 years old who present educational, sports, cultural, or awareness-related content.

Obligations of permit holders

• Comply with media content standards.

• Verify that the entity requesting the advertisement is legitimate and not a fraudulent or fictitious organization or individual using an alias or false banking identity.

• Clearly display the permit number on social media accounts and platforms.

• Publish advertisements only through accounts registered with the Council and linked to the issued permit.

• Obtain prior approval from relevant authorities if required by applicable legislation.

• Register for taxation in accordance with the UAE’s tax laws and obtain a tax registration number.

Visiting Advertiser Permit

Under the new framework, visiting content creators must apply for a “Visiting Advertiser Permit.” This requires registration with a licensed and Council-accredited advertising or talent management agency operating in the UAE. The permit is valid for 3 months and may be extended for a similar duration.

The regulations will safeguard the rights of all parties

In a media statement, Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, stated that the implementation mechanism of the “Advertiser Permit” for social media will safeguard the rights of all parties involved. It represents a pivotal step in advancing the regulatory framework governing advertising activities on digital platforms. The initiative reflects the Council’s vision to build an integrated media model that keeps pace with digital developments and strengthens media governance by establishing clear standards that protect the rights of the public and regulate the relationship between content creators, advertisers, and audiences on professional and responsible foundations.

Al Shehhi pointed out that the “Advertiser Permit” contributes to fostering a media environment founded on transparency and credibility by defining clear parameters for advertising practices. This, in turn, enhances user trust and aligns with the rapid transformations taking place in the digital media landscape.

He added: “The media authorities are fully aligned with the growth of digital technologies and are committed to supporting the content creation economy, as it is a core component of the future economy and a key driver of growth in the digital age. We firmly believe that creative talents are the cornerstone of this emerging economy, which is rapidly evolving both locally and globally. That is why we at the UAE Media Council are working to develop legislation and launch pioneering initiatives that help create a stimulating environment that attracts individuals and companies alike, and enhances this sector’s contribution to the national economy—one that reflects the UAE’s aspirations and vision for the future.”

Media regulation and prohibited content

Prohibited content—whether media-related or advertising—is defined as any material that is unacceptable or contradicts public interest, morals, public order, or national security. The UAE’s Internet Access Management Policy aims to ensure online safety and protect users from harmful websites that contain materials contrary to the country’s religious and moral values.

The Media Regulatory Office is responsible for managing and regulating media activities across the UAE, including within free zones. Federal Decree-Law No. (34) of 2021 on combating rumors and cybercrimes aims to protect society, government data, and platforms from cybercrimes, safeguard individuals’ privacy, and prevent online fraud and misinformation.

What are the advertisement requirements?

• Advertisements must clearly state the product name and company name.

• The service requester must acknowledge that the advertisement and its offers or discounts are binding on the merchant and form part of the contractual agreement.

• Advertising contests must not require a purchase as a condition for participation.