The UAE has launched a new Advertiser Permit system, requiring individuals to obtain authorization before posting promotional content on social media platforms. This initiative, introduced by the UAE Media Council in July 2025, aims to regulate digital advertising, enhance content quality, and ensure compliance with local laws and cultural norms.
Who Needs the Advertiser Permit?
The permit applies to all individuals—citizens, residents, and visitors—who create and share advertising content on social media, regardless of whether they receive compensation. This includes influencers, content creators, and anyone promoting products or services online.
Key Requirements:
- Age: Applicants must be at least 18 years old. Exceptions may be made at the Council’s discretion.
- Conduct: Applicants should have a good record and not have violated media content standards.
- Trade License: UAE citizens and residents must possess a valid trade license to practice electronic media.
- Visitor Permit: Visitors can apply for a permit through a licensed advertising or talent management agency accredited by the Council.
Exemptions from the Permit Requirement
Certain individuals are exempt from obtaining the Advertiser Permit:
- Personal Promotion: Individuals advertising their own products or services, or those of a company they own, via their personal accounts.
- Minors: Individuals under the age of 18 engaging in educational, sports, cultural, or awareness-related activities, in line with age classification laws.
Obligations for Permit Holders
Once issued, permit holders must adhere to specific guidelines:
- Compliance: Follow media content standards and ensure advertisements do not harm the public interest.
- Transparency: Clearly display the permit number on social media profiles.
- Account Usage: Publish advertisements only through accounts registered with the Council and linked to the issued permit.
- Third-Party Advertising: Do not allow others to advertise through their registered account.
- Prior Approval: Obtain approval from relevant authorities before publishing specialized advertisements, such as those related to real estate, healthcare, finance, education, or food.
Special Conditions for Applicants Aged 15–18
Applicants between the ages of 15 and 18 must meet additional criteria:
- Health: Be medically fit for the activity.
- Advertisement Content: Ensure advertisements are age-appropriate and do not promote harmful products or services.
- Compliance: Adhere to child protection laws and any additional conditions set by the Council.
How to Apply for the Advertiser Permit
Applying for the Advertiser Permit involves the following steps:
- Visit the Official Website: Go to the UAE Media Council's website .
- Navigate to Media Licensing: Select the 'Media Licensing' section and search for 'Advertiser Permit.'
- Log In: Use your UAE Pass to log in. If you don't have a UAE Pass, you'll need to upload personal details, a copy of your Emirates ID, and address information.
- Complete the Application: Fill in the required information and attach necessary documents, such as a commercial license or personal identification.
- For Minors: A guardian must apply and agree to comply with the Wadeema Child Rights Law.
- Submit and Await Approval: After submission, applications are reviewed within three working days. If no decision is issued within 15 working days, the application is considered rejected.
Fees and Validity
- Free for the First Three Years: The Advertiser Permit is issued free of charge for the first three years for UAE citizens and residents.
- Renewal Fee: From the fourth year, a renewal fee of AED 1,000 per year applies.
- Visitor Permit: Visitors can obtain a permit valid for three months, renewable once. The fee for a visitor permit is AED 500 per term.
Penalties for Non-Compliance
Failure to obtain the necessary permit can result in significant penalties:
- Fines: Individuals may face fines ranging from AED 10,000 to AED 100,000 for unauthorized advertising activities.
- Legal Action: The UAE Media Council has initiated legal proceedings against individuals promoting products with false or unapproved claims, emphasizing the importance of compliance.
Conclusion
The introduction of the Advertiser Permit system underscores the UAE's commitment to regulating digital advertising and ensuring that content creators operate within the framework of local laws and cultural norms. By obtaining the necessary permits, individuals can contribute to a transparent and accountable media landscape in the UAE.
