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From 1 February 2026, the United Arab Emirates has officially enforced a new rule requiring anyone publishing promotional content to obtain an Advertiser Permit issued by the UAE Media Council. The regulation applies to paid and unpaid promotions across social media platforms, blogs, podcasts, websites and other digital channels.
Introduced under Federal Media Law No. 55 of 2023, the rule covers everyone from home-based influencers and multinational brand marketers to overseas agencies targeting UAE audiences. Failure to comply can result in fines of up to AED 1 million, along with possible suspension of social media accounts.
The Advertiser Permit is separate from existing e-media licences held by many influencers. Applicants must submit passport and Emirates ID copies, a UAE bank account IBAN, sample promotional content and, where applicable, a valid commercial licence. The permit costs AED 5,000 annually, with an estimated processing time of five working days. Once approved, permit holders are required to display the permit number in their social media bios and on sponsored posts.
The new regulation also has implications for foreign professionals and digital nomads who create monetised content while residing in the UAE. Companies such as VisaHQ provide digital solutions to help creators and agencies manage UAE visa requirements alongside the new permit, reducing delays and compliance risks.
For global mobility and HR teams, the move closes a long-standing compliance gap, particularly as remote work and influencer marketing continue to grow. Employers are advised to audit employee social media activity, revise internal policies and budget for the permit fee where online promotions form part of work responsibilities.
Brands collaborating with overseas influencers will now need to ensure that both visa formalities and the Advertiser Permit are in place well ahead of campaign launches. Legal experts also expect enforcement to gradually extend beyond commercial advertising to include employee advocacy and internal brand campaigns, making compliance essential for businesses operating in the UAE’s digital space.
