Influencers in UAE Face New Rules and Heavy Fines Under Updated Media Regulations

Dubai, UAE:  The UAE has published a wide-ranging schedule of fines and penalties targeting influencers, content creators, and digital media users who violate newly expanded media regulations. The rules are part of a broader effort to impose accountability, curb misinformation, and align online conduct with national values and cultural norms.

Regulatory Background

In recent years, the UAE has updated its media and digital regulation framework to bring content creators under formal oversight. Under the revised Media Law (Federal Decree-Law 55 of 2023) and its implementing regulation, influencers, “finfluencers,” promotional content publishers, and social media users are now subject to comprehensive standards. These standards cover licensing obligations, content boundaries, transparency, and compliance. Violations of these standards can now incur substantial fines depending on severity.

New implementing rules, notably Cabinet Decision 42 of 2025, enumerate specific offenses and corresponding penalties. The law applies broadly within the UAE mainland and free zones, and covers anyone engaging in media or promotional content activity, whether resident or foreigner.

Key Offenses and Penalties

Under the rules, content creators face fines across various categories, depending on the nature of the violation. Some examples include:

• Publishing false or harmful content: AED 5,000 to AED 150,000
• Promoting destructive ideas or insulting youth: Up to AED 100,000
• Inciting criminal behavior (such as violence, drug misuse): Up to AED 150,000
• Disrespecting religion or other faiths: up to AED 1,000,000
• Insulting national symbols, leadership or institutions: up to AED 500,000
• Harming national unity or foreign relations: up to AED 250,000

Violations against the state’s domestic policies or governance may also carry penalties in the AED 50,000 to AED 500,000 range.

In addition to content violations, there are fines related to licensing and operational conduct:

• Operating media or influencer activities without a licence: first offense ~AED 10,000; repeated ~AED 40,000
• Conducting additional media activity beyond approved scope: first offense ~AED 5,000; repeat ~AED 16,000
• Failure to renew licences in time: fine of AED 150 per day, capped at AED 3,000

For commercial activity over social media (selling products without proper trade licence), penalties can reach AED 500,000, with confiscation of goods or even imprisonment in some cases.

Who Is Affected

The law covers virtually all creators who publish media content or promotional posts on social channels, whether in paid or unpaid capacities. Influencers, bloggers, vloggers, “finfluencers” (those focusing on financial content), advertising agencies, and brands posting promotional content must align with these rules. Even individuals posting barter content (i.e., free products in exchange for posts) may be subject to the permit regime and fines.

Creators with a UAE residence or operating a business are required to hold a trade licence and a media licence, in addition to a pending advertiser permit (Mu’lin Permit) that governs promotional content.

Content violations can incur fines, require content removal, or lead to suspension of accounts. Repeated or severe breaches can result in more serious administrative or legal consequences.

Purpose & Impact

The enforcement framework aims to foster responsible digital media behaviour, reduce misinformation, preserve social cohesion, and protect cultural and religious sensitivities. By setting strict fines, authorities signal that online activity is being held to clear, public standards.

For the influencer industry, these changes mark a turning point. Creators will need to audit their portfolios, ensure they comply with licensing and disclosure rules, and possibly adapt content strategies to avoid heavy penalties.

Brands, agencies, and digital marketing firms will also need to adjust how they contract influencers and structure influencer campaigns, emphasizing compliance with the new regulatory regime.

Challenges & Considerations

• Transition and Compliance Burden: Many smaller or part-time creators may find it challenging to navigate licensing, financial, or legal requirements.
• Content Ambiguity: Some content boundaries (e.g., “insulting symbols”) may be subjective, making enforcement uncertain.
• Enforcement Consistency: With many creators and platforms, consistent regulation and monitoring remains complex.
• Costs and Barriers: Fines and licensing costs may restrict low-budget creators or inhibit new entrants in the digital space.
• Cross-Border Reach: Creators abroad targeting UAE audiences may face retroactive enforcement, requiring better awareness.

What Creators Should Do Now

1. Obtain necessary licences (trade licence, media licence) if engaged in promotional content.
2. Monitor own past content for potential violations and remove or correct risky posts.
3. Ensure transparent disclosures (e.g. #ad, #sponsored) and avoid misleading claims.
4. Avoid content that could be interpreted as insulting faith, leadership, state institutions, or national unity.
5. Stay updated on regulatory announcements and content guidelines by the UAE Media Council.
6. Work with legal consultants to interpret the rules and limit exposure to penalties.

Future Outlook

As enforcement begins, authorities are expected to issue warning notices and gradually escalate fines. Over time, the content creation sector in the UAE is likely to become more professional, with brands and creators using compliance as a competitive advantage.

Greater clarity, training, and official guidance will be needed to help creators align with the regulations. If done effectively, the regulatory evolution may strengthen the reputation and legitimacy of influencer marketing in the country.

The UAE’s approach could become a benchmark for other nations seeking to regulate the digital content economy while balancing freedom of expression, consumer protection, and social values.