New 'Advertiser Permit' Announced in UAE

New Regulations for Social Media Ads – The 'Advertiser Permit' Is Here

The United Arab Emirates has taken another step towards regulating the digital space: within three months, the so-called 'Advertiser Permit' will come into effect, which will become mandatory for everyone who publishes advertisements on social media. The initiative aims to increase transparency in online advertising, strengthen consumer protection, and develop the digital advertising economy.

Who will be required to have the new permit?

According to the new regulation, any individual who publishes paid or unpaid advertising content on their social media platforms must obtain the advertiser permit. This applies to advertisements appearing on Instagram, Facebook, WhatsApp, and other platforms. For the first three years, the permit will be provided free of charge by the UAE Media Council, but it is expected to require a fee thereafter.

The following categories are exempt from the regulation:

Those promoting their own products or businesses.

Individuals under 18, if the content they publish is educational, cultural, or sports-related, and aligns with age regulations.

What are the conditions to obtain the permit?

1. Minimum age of 18 (with exceptions under certain conditions).

2. A valid electronic media-related commercial license issued by the relevant economic development authority or free zone.

3. For applicants under 18, the activity license must be in the name of a parent or legal guardian.

4. Tourists and visitors can also apply for the license if they conduct the activity through a locally licensed agency.

What rules must be followed?

Only a social media account registered with the permit can be used for advertising.

The advertiser permit number must be clearly visible on the account interface.

No other person or company may advertise through the given account, even with a permit.

If the advertisement is subject to a specific authority permit, it must be obtained in advance.

Published content must comply with media content standards, especially prohibitions on misleading advertisements.

Where can you apply?

The permit can be applied for online on the official UAE Media Council website:

www.uaemc.gov.ae

Why is this necessary?

The decision is driven by the rapid growth of the digital content industry and the transformation of media consumption. The authority aims to create a flexible and up-to-date regulatory environment that:

promotes the growth of advertising content economy,

makes the UAE's digital market more competitive,

protects consumers from misleading or unlawful advertisements,

and encourages creative talents and investments.

What happens if someone does not comply?

According to UAE laws, online sales or service provision without a commercial license – including social media promotions – can result in severe penalties:

fines of up to 500,000 dirhams,

confiscation of products,

or even criminal proceedings.

The new federal media law that came into effect on May 29 allows penalties of up to 1 million dirhams for unauthorized media activities or violations of religious values.

Summary

The introduction of the 'Advertiser Permit' ushers in a new era in digital advertising in the UAE. The regulation makes social media advertising more transparent, regulated, and secure while supporting the growth of the creative industry and strengthening the country's digital economy. For those earning income through social media content, understanding and compliance with the rules is essential.

(Source of the article: Announcement by the UAE Media Council.)