UAE Introduces 'Advertiser Permit' To Regulate Individual Promotional Content

The UAE has announced that an advertiser permit is now mandatory for individuals, including creators and influencers, who publish promotional content on social media platforms. This requirement applies regardless of whether the content is paid or unpaid. The new regulation aims to support content creators and improve the overall quality of ads they share on digital platforms.

The permit, which will be granted free of charge for the first three years, is set to come into effect in three months and will be mandatory for all individuals working in the digital advertising space. It should be noted that the permit number should be clearly visible on all social media accounts and platforms. Additionally, advertisements may only be published through accounts that are registered with the UAE Media Council and are directly linked to the permit issued to the holder. Account holders are also prohibited from allowing any other person or party to advertise through the account registered with the council. They must also obtain approval from relevant authorities before publishing any advertisement, if required by applicable laws.

To get the permit, applicants must be at least 18 years old and have a clean record, meaning they haven't broken any media rules before. Additionally, all UAE citizens and residents will need to secure a trade license for electronic media from the relevant authority. At the same time, certain individuals do not need to get an advertiser permit. This includes people who are advertising their own products, services, or companies using their personal social media accounts. Also exempt are those under 18 years old who are engaged in educational, sports, cultural, or awareness-related content.

Content creators from other countries planning to engage in advertising or promotional activities on social media in the UAE also have to meet new regulatory requirements. Visiting content creators are required to apply for a "Visiting Advertiser Permit." Registration as a visiting advertiser must be completed through a licensed advertising agency or talent management agency authorised to operate in the UAE and approved by the Media Council. A Visiting Advertiser Permit is valid for up to three months, and there's an option to renew it for another three-month period.