emirates7 - The UAE Media Council has introduced a new Advertiser Permit for individuals who publish promotional content on social media, regardless of whether it's paid or unpaid.
This initiative forms part of a broader effort to build a flexible and modern regulatory framework that aligns with the fast-paced development of the media industry. It aims to improve content quality, boost the sector's appeal to investors, and attract skilled professionals and creatives in digital content production.
The permit is also intended to protect both society and content creators by setting clear rules for advertising practices, thereby enhancing transparency and professionalism. It supports the UAE’s position as a prominent global center for advertising content creation.
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, described the launch as a significant step in developing a modern regulatory ecosystem for digital advertising. He emphasized that the council seeks to an integrated media model that reflects the digital shift and strengthens governance by establishing clear standards that protect public rights and define professional responsibilities for all stakeholders involved—content creators, advertisers, and audiences alike.
Al Shehhi also noted that this initiative will help foster a trustworthy and credible media environment by providing clear advertising guidelines that align with digital media trends. He added that the UAE has become a global destination for content creators, thanks to its flexible laws, robust infrastructure, and innovation-driven regulatory environment.
He further stated, “Supporting the content economy is key to future economic growth. Creative talent drives this sector locally and internationally, and our focus remains on updating legislation and launching strategic initiatives that provide a supportive ecosystem for individuals and businesses, while reinforcing the sector’s role in advancing the national economy in line with the UAE’s future vision.”
Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy at the Council, explained that the Advertiser Permit is designed to empower creators and raise the standard of digital advertising.
The permit will take effect in three months, allowing creators ample time to meet the new requirements and obtain the necessary approvals. It will be compulsory for anyone engaged in digital advertising.
Al Suwaidi noted that the permit will be free for the first three years. Existing valid permits will remain in effect until they expire, after which renewals can be submitted.
She urged companies and institutions to collaborate only with licensed individuals to maintain professional standards and ensure public trust in advertising content.
She also confirmed that Visitor Advertiser Permits will be introduced alongside the main permit rollout. A list of approved advertising and talent agencies will be published at a later date.
Exemptions from the Advertiser Permit include individuals promoting their own products or services on personal accounts and those under 18 involved in educational, cultural, athletic, or awareness activities, provided the content adheres to relevant age-related laws.
Permit holders must comply with media content standards and display the permit number clearly on their social media accounts. Only accounts registered with the Council and tied to a permit may post advertisements.
Additionally, permit holders must not allow others to advertise through their registered accounts and must seek approvals from the relevant authorities when required by law.
For visiting content creators, a Visitor Advertiser Permit is required. Applicants must be registered through an advertising or talent agency licensed in the UAE and approved by the Council. These permits are valid for three months and can be renewed once for an additional three months.
This initiative forms part of a broader effort to build a flexible and modern regulatory framework that aligns with the fast-paced development of the media industry. It aims to improve content quality, boost the sector's appeal to investors, and attract skilled professionals and creatives in digital content production.
The permit is also intended to protect both society and content creators by setting clear rules for advertising practices, thereby enhancing transparency and professionalism. It supports the UAE’s position as a prominent global center for advertising content creation.
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, described the launch as a significant step in developing a modern regulatory ecosystem for digital advertising. He emphasized that the council seeks to an integrated media model that reflects the digital shift and strengthens governance by establishing clear standards that protect public rights and define professional responsibilities for all stakeholders involved—content creators, advertisers, and audiences alike.
Al Shehhi also noted that this initiative will help foster a trustworthy and credible media environment by providing clear advertising guidelines that align with digital media trends. He added that the UAE has become a global destination for content creators, thanks to its flexible laws, robust infrastructure, and innovation-driven regulatory environment.
He further stated, “Supporting the content economy is key to future economic growth. Creative talent drives this sector locally and internationally, and our focus remains on updating legislation and launching strategic initiatives that provide a supportive ecosystem for individuals and businesses, while reinforcing the sector’s role in advancing the national economy in line with the UAE’s future vision.”
Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy at the Council, explained that the Advertiser Permit is designed to empower creators and raise the standard of digital advertising.
The permit will take effect in three months, allowing creators ample time to meet the new requirements and obtain the necessary approvals. It will be compulsory for anyone engaged in digital advertising.
Al Suwaidi noted that the permit will be free for the first three years. Existing valid permits will remain in effect until they expire, after which renewals can be submitted.
She urged companies and institutions to collaborate only with licensed individuals to maintain professional standards and ensure public trust in advertising content.
She also confirmed that Visitor Advertiser Permits will be introduced alongside the main permit rollout. A list of approved advertising and talent agencies will be published at a later date.
Exemptions from the Advertiser Permit include individuals promoting their own products or services on personal accounts and those under 18 involved in educational, cultural, athletic, or awareness activities, provided the content adheres to relevant age-related laws.
Permit holders must comply with media content standards and display the permit number clearly on their social media accounts. Only accounts registered with the Council and tied to a permit may post advertisements.
Additionally, permit holders must not allow others to advertise through their registered accounts and must seek approvals from the relevant authorities when required by law.
For visiting content creators, a Visitor Advertiser Permit is required. Applicants must be registered through an advertising or talent agency licensed in the UAE and approved by the Council. These permits are valid for three months and can be renewed once for an additional three months.