The UAE Media Council has extended the deadline for content creators and advertisers to obtain the mandatory Advertiser Permit until January 31, 2026. This permit, initially required from October 30, 2025, is crucial for anyone sharing paid or unpaid promotional content across social media platforms, websites, or apps operating in the UAE. The extension allows a broader range of individuals from across various industries and countries to comply without disruption, especially as over 1,800 permits have already been issued to creators from 75 countries. This move underscores the Council’s commitment to growth and quality in the digital advertising sector while enabling smoother adaptation to the new digital advertising regulations.
Advertiser Permit explained: What is it, who needs one, and how to get it?
Launched on July 30, 2025, the Advertiser Permit is a mandatory license for anyone publishing promotional content in digital channels within the UAE. This covers paid, gifted, or barter advertising on social media, websites, and apps. The law, framed under Federal Decree-Law No. (55) of 2023 and related regulations, aims to enhance professionalism, protect consumers, and support the UAE’s ambition to become a global advertising hub.The permit is mandatory for:
- Content creators, influencers, freelancers, and marketers posting promotional content.
- Businesses and companies advertising products or services on digital channels in the UAE.
- Even visitors producing promotional content during their stay, who can obtain a short-term
Visitor Advertiser Permit through licensed agencies.
Exemptions exist for individuals using personal accounts solely for promoting their own registered businesses on personal accounts, or minors (under 18 years) involved in educational or cultural activities; their permits must be under a legal guardian’s name. Sector-specific approvals may also be required for regulated advertisement types like healthcare and finance.Applicants, who must be at least 18 years old, are required to:
- Hold a valid trade license, freelancer license, or equivalent business license from UAE economic departments or free zones specifying electronic media or advertising activities.
- Submit Emirates ID, trade license documents, and details about advertising activities through the UAE Media Council’s online portal.
- Visitors may apply for a Visitor Advertiser Permit via accredited agencies, which is valid for an initial three months and renewable once.
- No fee is charged for the first three years for UAE citizens and residents; subsequent renewal fees will be specified by the Council.
Content responsibilities and compliance
Permit holders must strictly comply with a set of clear responsibilities to maintain the integrity of advertising practices in the UAE. They must prominently display their unique Advertiser Permit number on all advertising accounts and publish promotional content exclusively through registered accounts linked to their permit. Compliance with the UAE Media Council’s content standards is mandatory, requiring respect for cultural norms, privacy, and the avoidance of deceptive content. Additionally, permit holders need sector-specific approvals for advertisements in sensitive industries such as real estate, healthcare, finance, education, and food. They are also obligated to submit annual reports detailing their advertising activities and ensure adherence to UAE taxation laws related to advertising income. The transfer or sharing of permits or associated accounts is strictly prohibited.Failure to comply with these regulations will attract severe penalties. Financial fines can start from AED 20,000 and escalate up to AED 1 million for recurrent or serious violations. Offenders may face content removal, suspension of accounts, or takedown orders on social media platforms. Trade licenses risk suspension or revocation, and legal action can be pursued under UAE media and commercial laws. The strict enforcement measures reflect the UAE’s commitment to maintaining high standards within the advertising industry, ensuring transparency, accountability, and respect for cultural and legal frameworks.This extension is crucial for content creators and advertisers to align with the evolving legal landscape, ensuring their creative efforts contribute to a transparent, responsible, and vibrant advertising environment in the UAE. For further details, interested parties should consult the UAE Media Council’s official website and review Federal Decree-Law No. (55) of 2023 along with Council decisions issued in 2025 for comprehensive guidelines and application procedures.
