In a landmark move to regulate and enhance transparency in digital advertising, the UAE Media Council has announced the introduction of a mandatory Advertiser Permit for individuals publishing promotional content on social media. This new regulation applies to both paid and unpaid promotions and will come into effect in three months, with the permit being issued free of charge for the first three years.
Under the updated framework, any individual promoting products, services, or brands via their social media platforms must secure an Advertiser Permit. Exemptions include individuals promoting their own registered business through personal accounts, as well as minors under the age of 18, provided their content is educational, cultural, or awareness-based and age-appropriate.
Permit holders are required to:
- Link their registered social media accounts
- Publicly display their permit number
- Refrain from allowing third parties to advertise via their accounts
- Comply with UAE’s media content standards, including obtaining prior approvals where applicable
This regulation builds on the Federal Media Law No. 55 of 2023, which already mandates that influencers possess both a business license and a media license. The new Advertiser Permit introduces an additional layer of complianceaimed at strengthening consumer protection, promoting professionalism, and ensuring responsible digital advertising practices in the UAE.
Violations of the regulation may result in significant penalties, including:
- Fines of up to AED 1 million for a first offense
- Fines of up to AED 2 million for repeat offenses
- Potential suspension of accounts or revocation of licenses
This progressive step marks a significant evolution in the UAE’s digital media landscape, reinforcing its commitment to ethical and accountable advertising.
