The UAE Media Council has announced the launch of the Advertiser Permit for individuals who publish promotional content on social media platforms. The permit applies to both paid and unpaid content.

This initiative is part of an integrated framework designed to create a flexible regulatory environment. It aims to keep pace with the rapid evolution of the media industry, improve content quality, and attract investment and creative professionals.

The permit also seeks to protect the rights of society and content creators by introducing clear regulations for advertising activities. It reinforces transparency, professionalism, and the UAE’s position as a regional hub for advertising content production.

Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, revealed that the permit marks a pivotal step in evolving the advertising regulatory ecosystem. It supports the council’s vision of an integrated media model that aligns with digital advancements and strengthens governance.

Al Shehhi emphasized the importance of building a transparent and credible media environment. The new guidelines aim to bolster public trust and adapt to changes in the digital media space.

He noted that the UAE has established itself as a global platform for content creators through its advanced infrastructure, flexible legislation, and innovation-driven environment.

Al Shehhi stated, “We are committed to supporting the content economy as a key driver of growth in the digital era. Creative talent is the cornerstone of this sector.”

He added that the council will continue updating legislation and launching strategic initiatives to boost the sector’s contribution to the national economy, in line with the UAE’s long-term vision.

Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy Sector at the UAE Media Council, reported that the Advertiser Permit is a regulatory step to empower content creators and enhance advertisement quality.

The permit will take effect in three months. Content creators must align their status and obtain the necessary approvals to comply with the new regulations.

Key points:

• The permit is mandatory for all individuals in digital advertising.
• It will be free of charge for the first three years.
• Existing valid permits remain active until expiry, with renewal available later.

Al Suwaidi urged companies and institutions to work only with individuals licensed by the council. This ensures content quality and protects the public interest.

She also confirmed that Visitor Advertiser Permits will be introduced simultaneously. A list of approved advertising and talent agencies will be announced later.

Exemptions include individuals promoting their own products or services and those under 18 involved in educational, cultural, athletic, or awareness content—provided it meets legislative age classifications.

According to the decision, advertisers must:

• Display their permit number clearly on social media accounts.
• Ensure all ads are posted through council-registered accounts.
• Not allow others to advertise through their registered accounts.

Approvals from relevant authorities are required before publishing ads, if mandated by law.

Visiting content creators must apply for a Visitor Advertiser Permit. They must register through a licensed agency approved by the council. The permit will be valid for three months and can be renewed once for an additional three months.

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