DUBAI, July 30: In a bold move set to reshape the social media landscape, the UAE has announced that starting in three months, anyone posting promotional content online (paid or unpaid) will be legally required to obtain an official ‘advertiser permit’ from the UAE Media Council.

The sweeping regulation means that casual shoutouts, discount code drops, or even unpaid mentions of a friend’s business will now fall under the watchful eye of the authorities. Whether you're a top-tier influencer or a micro-creator on platforms like Instagram, TikTok, YouTube, or Snapchat, the new rules apply to you.

According to the UAE Media Council, the advertiser permit is mandatory for all individuals producing promotional content, regardless of whether financial compensation is involved. The permit will be free for the first three years, and creators will be required to display their license number on their social media profiles.

Additionally, creators are forbidden from allowing third parties to advertise via their licensed accounts, ensuring full transparency over who is responsible for each piece of content.

Temporary visitor permits, valid for up to three months, are also being introduced for non-resident creators, though these must be processed through a licensed agency.

Not everyone will be caught in the regulatory net. Individuals promoting their own business or brand on their accounts will not require a permit. Minors under the age of 18 are also exempt—provided their content is limited to educational, cultural, sports, or awareness-raising purposes.

This isn't the UAE’s first attempt to regulate the influencer industry. Back in 2018, the country introduced a licensing system for monetized content. More recently, Abu Dhabi imposed its permit requirement for paid posts, with non-compliance punishable by fines of up to Dhs10,000.

However, the latest regulation marks a major shift—it’s the first to target unpaid promotional content, aiming to enhance professional standards and bolster trust in the nation’s fast-growing digital economy.

With a three-month grace period, content creators and advertisers now have a limited window to get compliant—or risk being shut out of one of the region’s most lucrative markets.

So whether you're a brand ambassador or simply tagging your favourite restaurant, it’s time to go legit. In the UAE, every post counts—and now, every promo needs a permit.