United Arab Emirates: New Advertiser Permit Required for Some Social Media Promotional Content

Both UAE nationals and foreign nationals who post promotional content on social media, regardless of whether they receive financial compensation, must now obtain the right to do so by applying for an Advertiser Permit (issued by the UAE Media Council). This rule is particularly significant for influencers, content creators and digital marketers who promote third-party products or services on social media platforms. Exceptions include, among others, individuals promoting their own businesses through personal accounts.      

UAE nationals and residents are issued a one-year permit that can be renewed annually (and is free for the first three years). They must also hold a trade license issued by the relevant authority to carry out electronic media activities (as was previously required).      

Foreign nationals who do not have resident status in the United Arab Emirates are issued a three-month (renewable) permit, with no free period. They must apply for the permit through a licensed advertising or talent management agency that is authorized to operate in the United Arab Emirates and approved by the UAE Media Council.        

This alert is for informational purposes only. If you have any questions, please contact the global immigration professional with whom you work at Fragomen or send an email to [email protected].