Social media has become one of the most powerful tools for marketing and promotion. From restaurants and fashion labels to makeup products and discount campaigns, influencers often introduce us to what is trending through engaging posts and videos. However, with the rapid growth of influencer marketing, the UAE government has stepped in to regulate the industry and safeguard consumers.

The UAE Media Council, the country’s primary media regulator, has announced that social media promoters and influencers must now obtain an Advertiser Permit before engaging in promotional activities. This new requirement will come into effect three months from the date of the announcement.

Why the UAE Introduced the Advertiser Permit

The influencer industry has expanded quickly, but it has also faced criticism for misleading promotions, unverified claims, and a lack of accountability. The Advertiser Permit aims to bring transparency to influencer marketing, reduce the risk of scams, and ensure higher standards for digital advertising.

By licensing influencers, the Media Council seeks to empower content creators while protecting consumers from unreliable or misleading promotions.

Who Needs the Influencer License in the UAE?

The requirement applies to both paid and unpaid promotions on social media. This includes:

• Content created in exchange for gifts or barter deals
• Posts with affiliate links
• Discount codes or promo campaigns
• Any other promotional activity that may influence a consumer’s decision

The rule applies to UAE citizens and residents, as well as visiting influencers who promote products or services while in the country.

Required Documents for the Advertiser Permit

To apply for the permit, UAE citizens and residents must submit:

1. A Criminal Status Certificate (Police Clearance)
2. A valid Emirates ID
3. A trade license for digital media services issued by the relevant authority, along with a license from the Media Council for paid influencers

For influencers on a visit visa, a separate short-term permit has been introduced. It is valid for three months and may be renewed once. Such permits will only be issued under licensed media or talent agencies in the UAE, with the official list of approved agencies expected to be released soon.

Exemptions from the Permit

Not everyone requires the Advertiser Permit. The following are exempt from the regulation:

• Individuals promoting their own products or services through personal accounts
• Children under the age of 18 posting educational, athletic, or awareness content

How to Apply for the UAE Influencer Permit

Applications must be submitted directly to the UAE Media Council (official website) with the required documents. A single permit can cover multiple social media accounts under the same person, provided that all accounts are declared in the application.

The permit is issued free of charge for the first three years, after which renewals will be subject to a fee. Once granted, the permit number must be displayed publicly on the influencer’s social media accounts.

Legal Support for Compliance

The introduction of the Advertiser Permit marks a significant step in regulating digital advertising in the UAE. While it opens new opportunities for professional content creators, it also introduces legal responsibilities that must not be overlooked.

At Alketbi Legal Services, we assist influencers, businesses, and marketing agencies in understanding and complying with UAE media regulations. From reviewing eligibility to guiding you through the application process, our team ensures that you remain compliant with the law.

Frequently Asked Questions