What You Need to Know About Advertising Content from 1 October 2025
Under the new resolution issued by the UAE Media Council, anyone publishing advertising or promotional content on social media must obtain an official Advertising Permit.
This requirement applies to:
Product reviews
Affiliate links
Promotional codes
Live streams featuring product or service promotion
Even Instagram Stories or similar content promoting products or services in exchange for gifts or barter arrangements
❗ Exception: Purely personal content with no direct or indirect commercial benefit.
The permit is required for UAE citizens, residents, and temporary visitors if they publish advertising content from within the UAE or target an audience located in the country.
For UAE Citizens and Residents
A valid marketing, advertising, or media licence is required (for example, issued through the Department of Economy and Tourism (DET), formerly DED).
The Advertising Permit is valid for one year and must be renewed annually.
The permit is free of charge during the first three years as part of a government support initiative.
For Visitors to the UAE
The permit is issued for three months.
It may be renewed once.
It is issued on a paid basis.
Application Process
Online application → Review → Approval → Publication of the permit information on your social media profile.
Permit Holders Must:
Publish advertising content only through the registered social media account.
Display the permit number in their bio or profile.
Comply with UAE media standards, including ethical requirements, respect for local culture, and the prohibition of offensive content.
Not transfer or allow third parties to use the registered account.
Submit annual reports on their advertising activities.
Properly account for advertising income for VAT and Corporate Tax purposes.
Advertising Without a Permit?
If you publish advertising content without the required permit, you may face:
Significant financial penalties (up to hundreds of thousands of dirhams).
Restrictions or suspension of your social media accounts.
Damage to your professional reputation and business activities.
Administrative or even criminal liability.
The UAE continues to build a transparent and professional environment for influencers and digital creators. These rules are not intended to restrict content creation—they are designed to encourage creators to operate legally, professionally, and in full compliance with UAE law.