UAE advertiser permit rules for social media influencers

This new regulation aims to promote transparency and accountability in social media advertising across the UAE, ensuring that audiences can trust the authenticity of promotional content they encounter online.

Dubai: If you're a content creator in the UAE sharing paid promotions on social media, you must now follow new rules introduced by the UAE Media Council. The ‘Advertiser Permit’, also called the Mu’lin permit is now required for anyone posting advertising content online.

This permit allows creators to legally publish promotional material on social media while meeting clear standards.

Whether you're promoting brands, products, or services, you must first apply for the permit through uaemc.gov.ae and follow specific obligations.

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• UAE Media Law: Are you an influencer in the UAE? Here's why two licences are now required

Key responsibilities for permit holders

According to a recent statement from the UAE Media Council, those wishing to publish advertising content on social media must not only obtain the permit but also commit to the following obligations:

• Adhere to media content standards set by the authorities
• Verify that the advertiser is a legitimate company or individual, and not a fake entity or alias
• Clearly display the permit number on all relevant social media accounts
• Publish advertisements only through accounts registered with the Council
• Prohibit others from advertising through their registered accounts
• Obtain necessary approvals from relevant regulatory bodies before publishing ads
• Submit an annual report detailing all advertisements published
• Register for tax in compliance with UAE tax regulations

These rules apply whether you are a UAE resident, citizen, or visitor, and they are designed to improve transparency and protect consumers from misleading or unlicensed advertising.

Who can apply?

To apply for the permit, you must:

• Be at least 18 years old (exceptions may be made by the Council)
• Have no previous violations of media content rules
• UAE citizens and residents must also hold a valid electronic media trade licence

Permit validity and cost

• UAE citizens and residents: Permit is valid for one year and can be renewed
• Visitors: Permit is valid for three months and is also renewable
• As a form of support for the creative community, the permit is free for three years for UAE citizens and residents

Sources: www.gulfnews.com