Abu Dhabi: The United Arab Emirates has introduced a new regulatory framework requiring visiting social media influencers to obtain a special permit before engaging in any promotional activity while in the country.
The new requirement, known as the “Visitor Advertiser Permit,” officially came into effect in late July 2025 and is part of a broader effort by the UAE Media Council to professionalize digital content creation and ensure compliance with the nation’s media and advertising laws.
Under the new rules, any non-resident influencer who wishes to post promotional or branded content, regardless of whether it is paid or unpaid, must secure a permit through a UAE-licensed advertising or talent agency. The permit is valid for three months and may be renewed once for an additional three months. Authorities have announced that the permit will be issued free of charge for the first three years.
In parallel, social media influencers who reside in the UAE and engage in commercial content creation are now required to hold two separate licenses. These include a business or freelance license from a recognized economic department or free zone, and a media license issued by the UAE Media Council.
While the media license will also be free for the first three years, the business license carries fees that vary by emirate and license type, typically ranging from AED 4,000 to AED 15,000 annually.
The new regulations place particular emphasis on transparency and accountability. Influencers are required to clearly disclose paid partnerships, avoid misleading content, and adhere to UAE cultural, religious, and legal standards in all posts.
Accounts must also visibly display permit information. Violations may lead to fines of up to AED 1 million, suspension or removal of content, or even permanent bans for repeated offenses.
In Abu Dhabi, the Department of Economic Development (ADDED) has already begun enforcing these requirements at the local level, imposing fines ranging from AED 3,000 to AED 10,000 for influencers or companies that fail to obtain proper licensing before collaborating.
Officials say the move aims to create a more transparent and structured environment for online marketing while protecting consumers and maintaining the country’s legal and moral standards in digital media.
