New regulations aim to tighten standards for influencers and boost content credibility across the region.
In a significant regulatory move, the UAE Media Council has announced a sweeping new mandate for content creators and influencers: anyone posting promotional material on social media, whether paid or unpaid, must now obtain an official advertising permit.
The decision, effective from July 30th, is part of the UAE’s broader ambition to professionalise digital content creation and reinforce transparency in the fast-evolving influencer economy. The permits, free for the first three years, apply to both UAE-based creators and visiting influencers, with a separate visitor permit valid for three months (renewable once).
What’s Changing, and Who it Affects
Under the new rules, any promotional post shared online, whether it’s for a third party or your own brand, now requires authorisation from the Council, unless it falls into a handful of exempt categories. These include personal promotions for one’s own registered business or content produced by individuals under 18 in educational, cultural, or athletic contexts.
Visiting influencers must apply for a short-term permit to produce commercial content within the UAE. Meanwhile, residents looking to monetise their online presence will also need a business licence and a digital media licence, though notably, these licences will also be free of charge for the next three years.
The policy rollout is set to be fully enforced within three months, at which point an official registry of approved advertising and talent agencies will be published by the Council.
A New Chapter for Content Regulation in the UAE
The updated requirements form part of the first major overhaul to UAE media law in over four decades, reflecting the country’s desire to future-proof its media ecosystem amid rapid advancements in AI, gaming, and digital content.
“We’re investing in a thriving creative economy,” said Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council. “This framework ensures ethical, high-quality digital content while empowering talent and companies to contribute meaningfully to our national economy.”
As part of the reforms, the Council will also be rolling out an age-rating system for digital content and developing a licensing model for online news platforms.
Golden Visas, Business Licences, and the Influencer Economy
The UAE has made no secret of its intent to position itself as a global content hub. In the past year alone, Dubai has opened Creators HQ, a dedicated space to assist up to 10,000 influencers in securing Golden Visas. These visas allow qualified creators to live and work in the country for up to 10 years without needing a local sponsor.
Influencers seeking long-term success in Dubai will now need to navigate a multi-step process:
- Apply for a business licence through the UAE Media Council
- Obtain a permit for digital media activities
- If visiting, secure a visitor advertising permit
While it may appear bureaucratic, the Council insists this new structure is designed to raise standards and safeguard the integrity of content shared within and beyond the UAE’s borders.
The bottom line?
If you’re an influencer, creator, or brand working in or with the UAE, it’s time to get your paperwork in order. The future of content here is regulated, structured, and, for now, it’s free to register. Register via the Council here.
Welcome to a new era of professionalised influence.
