As of February 1^st, 2026, the United Arab Emirates has officially transitioned into a new era of digital media governance. The informal days of “influencer marketing” have been replaced by a highly structured, legally binding ecosystem under the primary authority of the National Media Authority (NMA)^[1]. Following the implementation of Federal Decree-Law No. 55 of 2023^[2] and the detailed penalty frameworks of Cabinet Resolution No. 42 of 2025, the digital landscape is now governed by a comprehensive “Permit-First” policy.

This shift ensures that every piece of promotional content consumed by the public is transparent, culturally aligned, and legally accountable. For creators, agencies, and brands, navigating the UAE market now requires an understanding of dual licensing, content standards, and a rigorous penalty matrix that can reach up to 1,000,000 AED for serious violations.^[3]

The Dual-Licensing Mandate

The most significant change in the operating environment is the non-negotiable requirement for dual licensing. For a content creator to operate legally in the UAE from February 1 onwards, they must maintain two distinct layers of authorization:

• Commercial/Trade License: Creators must hold a commercial trade or freelance license issued by a local economic authority, such as the Department of Economic Development (DED) or a specialized Free Zone (such as SHAMS, Meydan, IFZA, or SPC Free Zone).
• Federal Advertiser Permit (Mu’lin): This must be supplemented by the federal permit issued by the NMA.^[4] Its purpose goes beyond compliance—it’s about building trust. By regulating promotional content on social media, the Mu’lin Permit ensures transparency, protects consumers, and upholds high media standards.^[5]

This permit is not restricted to those receiving large cash payments. The law is explicit: the requirement covers all forms of promotion, including gifted products, ‘barter’ deals where services are exchanged for exposure, and unpaid endorsements that serve promotional purpose for any third party. The NMA has clarified that the goal is the professionalization of the sector, ensuring that everyone from micro-influencers to celebrity creators operates under a unified standard of accountability.

Global Creators and the Visitor Protocol

Recognizing the UAE’s status as a global destination for international talent, the regulatory framework includes specific provisions for visiting influencers. Non-resident creators who enter the country to conduct promotional activities must now operate under a Visitor Advertiser Permit.^[6]

Valid for three months and renewable for a further three, this visitor permit must be processed through a licensed advertising or talent management agency accredited by the National Media Authority. This agency assumes legal and ethical responsibility for the content produced by the visitor, ensuring that temporary digital activity does not bypass local consumer protection laws. This “Host Agency” model creates a clear line of liability, ensuring that international collaborations adhere to the same standards as resident-produced content.

Mandatory Content Standards and Enforcement

Operating with a permit is only the first step. The content itself must adhere to mandatory standards designed to preserve public morality and national identity. The NMA utilizes monitoring systems to evaluate digital content in real-time and has provided an Advertisers Guidebook^[7] for reference. The new technology scans for the mandatory display of permit numbers on profiles and ensures that all promotional material is labelled with identifiers such as #ad or #sponsored.

Beyond technical labelling, the content must meet strict ethical benchmarks. Creators are strictly prohibited from:

• Offending Religious Beliefs: Disrespecting the Divine Entity or Islamic sanctities carries the highest level of scrutiny.
• Impacting National Unity: Content that incites hatred, spreads rumours, or disrespects national symbols is subject to immediate enforcement.
• Misleading Information: Creators must verify the legitimacy of the brands they promote. Publishing false news or forged papers is a major violation.

Permit holders are now burdened with a high level of professional responsibility. They are required to verify the identity of the entities they are advertising for to prevent the promotion of fraudulent organizations or fake banking identities. ^[8]

Exemptions from the Permit Requirement and the Protection of Minors^[9]

The UAE’s media framework places strong emphasis on the protection of children, while preserving space for educational, cultural, and socially beneficial content. All media and advertising activity must comply with approved age-rating systems and respect children’s rights, reinforcing the principle that creative expression does not override child protection obligations. However certain limited activities are generally treated as outside the scope of third-party advertising and therefore do not typically require an additional Advertiser Permit.

Self-promotion of one’s own business:

Individuals who use their personal social media accounts to promote a product, service, or company that they personally own or legally control are not acting as advertisers for third parties. In such cases, the activity is usually regarded as part of the individual’s existing trade or freelance licence, provided the content is truthful and complies with media content standards.

Non-commercial content by minors:

Individuals under the age of 18 who create non-commercial content related to education, sports, culture, or public awareness are generally not treated as advertisers. However, all content involving minors must respect children’s rights and commercial use of a minor’s participation may attract regulatory oversight.

The Financial Penalty Matrix: A Tiered Approach

The enforcement regime that begins on February 1 is supported by a rigorous financial penalty structure. The UAE has categorized violations into distinct tiers based of the type of offence and degree of punishment. Some of these include:^[10]

Licensing and Administrative Violations

• Unlicensed Activity: Operating without a valid Advertiser Permit or trade license results in an initial fine of 10,000 AED.
• Repeated Offender: If the violation is repeated within one year, the fine doubles to 40,000 AED.
• Failure to Renew: Creators who fail to renew their permits within 30 days of expiry face a daily fine of 150 AED up to 3,000 AED.

Content and Moral Violations

Breaches related to the nature of the content itself carry significantly higher penalties:

• National & Foreign Policy: Content that offends domestic or international policies or harms social cohesion can lead to fines reaching up to 500,000 AED.
• Public Morals and Crime: Promoting “destructive ideas” or inciting crimes such as drug abuse can attract heavy fines.
• Religious Offences: The most severe category involves derogatory treatment of religion or the Divine Entity, with fines reaching up to 1,000,000 AED.

Transparency, Tax, and the Grievance Mechanism

The transition to a professionalized sector also brings fiscal responsibilities. Under the broader UAE tax framework, influencers and digital businesses are treated as taxable entities. Permit holders must register for taxation and obtain a Tax Registration Number (TRN) in accordance with UAE tax laws.^[11] The Council also requires the submission of an annual report detailing all published advertisements at the time of permit renewal. This data-driven approach allows the government to track the growth of the digital economy and ensure that all participants are contributing their fair share to the national infrastructure.

To ensure fairness in enforcement, the regulatory framework provides a formal grievance mechanism. Any person or entity subjected to an administrative penalty has the right to file an appeal within 15 days of notification. The competent committee is required to review the grievance and issue a decision within a further 15 days, ensuring procedural transparency and accountability.^[12]

Conclusion: The Future of the UAE’s Creator Economy

The implementation of these comprehensive regulations marks a historical moment for the Middle East’s digital landscape. By establishing these clear rules, the UAE is not seeking to stifle creativity but rather to protect its sustainability.

As we move forward, the message to the creator community is unambiguous, professionalism is the new currency. Compliance is no longer an option; it is the essential foundation for any creator wishing to thrive in the Emirates’ digital future.

[1] wam.ae

[2] Federal Decree by Law No. (55) of 2023 Regulating Media

[3] Cabinet Resolution No. (42) of 2025 Regarding the Administrative Violations and Penalties for the Acts Committed in Violation of the Provisions of Federal Decree by Law No. (55) of 2023 Regarding Media Regulation and its Executive Regulation

[4] nma.gov.ae

[5] mulinpermit.ae

[6] The National- UAE influencers have two weeks to sign up to mandatory licensing scheme – what you need to know

[7] cms.nmo.gov.ae- UAE Media Council- Advertiser’s Guidebook

[8] www.mondaq.com

[9] gulfnews.com- Advertiser Permit now mandatory for social media promotions in the UAE

[10] Cabinet Resolution No. (42) of 2025 Regarding the Administrative Violations and Penalties for the Acts Committed in Violation of the Provisions of Federal Decree by Law No. (55) of 2023 Regarding Media Regulation and its Executive Regulation

[11] UAE Media Council- Advertiser’s Permit to Regulate Advertising Content on Social Media

[12] Article 5- Cabinet Resolution No. (42) of 2025