The Media Council of the UAE has introduced a new Advertiser Permit targeted at individuals who share promotional content on social media, regardless of whether it is paid or unpaid.
Note: UAE has suspended 77 social media accounts involved in illegal recruitment of domestic workers.
This initiative represents a part of a larger strategy aimed at fostering a regulatory environment that is adaptable and proactive, in response to the rapidly changing media landscape. It also seeks to improve content quality, enhance the sector’s attractiveness for investment, and draw in creative talents and skilled professionals, according to a report from WAM.
The permit aims to safeguard the interests of content producers and the general public by establishing comprehensive guidelines for digital advertising. It intends to promote transparency, uphold industry standards, and solidify the UAE’s reputation as a leading global center for advertising production.
Regulating a rapidly changing sector
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, remarked that this launch is a significant achievement in enhancing the governance of the media sector in the country.
Al Shehhi stated, “This initiative is a crucial advancement in the regulatory framework for advertising across digital platforms.” He elaborated that it embodies the vision of creating a cohesive media landscape that keeps pace with digital innovations while reinforcing governance through established standards that protect public interests.
He underscored the necessity of fostering a media landscape characterized by transparency and trustworthiness, stating that the permit presents clear advertising guidelines that will strengthen user confidence and resonate with ongoing digital advancements.
Al Shehhi also pointed out UAE’s increasing attractiveness as a global hub for digital creatives, attributing this to the nation’s superior infrastructure, flexible legal framework, and inviting environment for investors.
“We are dedicated to bolstering the content economy as a fundamental element of the future economy,” he noted, emphasizing that creative talent is pivotal for this rapidly evolving sector, both at the local and international levels.
Permit Information and Timeline for Implementation
Maitha Majed Al Suwaidi, CEO of the Strategy and Media Policy Sector at the UAE Media Council, indicated that the Advertiser Permit functions as a regulatory mechanism empowering content creators while enhancing the quality of digital advertising.
The permit will be obligatory for all individuals involved in digital advertising and will be operational in three months. This timeframe allows content creators to regularize their status and submit applications for the necessary approvals.
To facilitate adherence, the permit will be issued without charge for the initial three years. Currently valid permits will remain in effect until they reach expiration, after which applications for renewal may be submitted.
Al Suwaidi encouraged businesses and organizations to collaborate only with individuals licensed by the council to uphold professional standards and ensure the integrity of advertising content.
Alongside the full rollout of this system, Visitor Advertiser Permits will also be made available. The council intends to release a list of vetted advertising and talent agencies shortly.
Exemptions and Compliance Obligations
Not every individual will be required to acquire the permit, with exemptions including:
- Individuals promoting their own products or services, or those of businesses they own, via personal accounts.
- Individuals under the age of 18 engaged in campaigns related to education, culture, sports, or awareness, so long as they comply with relevant age classification regulations.
Despite these exemptions, all users must adhere to UAE media content standards. The permit number should be prominently displayed on registered social media accounts.
Furthermore, no advertisement is permissible unless it originates from an account that is officially registered with the council and linked to a valid permit. Individuals holding permits are also barred from permitting others to post advertisements through their accounts.
In situations where additional regulatory clearances are necessary—depending on the nature of the advertisement—permit holders must secure these approvals prior to publishing the content.
Guidelines for Visitor Advertiser Permit
The newly established Visitor Advertiser Permit is designed for international content creators who are in the UAE for short-term promotional engagements.
Applicants must register through a licensed and council-approved advertising or talent management agency that is authorized to operate in the UAE. The Visitor Advertiser Permit will be valid for three months, with an option for a one-time renewal for an additional three months.