Picture for illustrative purposes only. ARCHIVE

Content creators and influencers in the UAE must now secure an official Advertiser Permit before publishing promotional content online. The National Media Authority (NMA) began implementing the mandatory permit on Sunday (February 1), in a move aimed at strengthening transparency and professionalism in the country’s fast-growing digital advertising sector. “As of today, 1st February 2026, the Advertiser Permit is now mandatory for all advertisers operating in the UAE, as well as content creators visiting the country. This regulatory step enhances trust and helps ensure a more professional and transparent advertising environment,” according to the National Media Authority. The permit regulates advertisements by individual content creators across digital platforms and is designed to safeguard audience rights. The new rule applies to UAE-based influencers, vloggers and digital creators, as well as visiting content creators who publish advertising content while in the country. Companies and organisations must also verify that any influencer or advertiser they work with holds a valid permit before signing contracts. “Penalties shall be enforced” against violators, the authority warned. The policy is part of a broader strategy to elevate advertising standards and "part of building a transparent and credible media environment,” said Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council. Maitha Majed Al Suwaidi, CEO of Strategy and Media Policy at the UAE Media Council, added: “The Advertiser Permit is a regulatory step designed to empower content creators and improve the quality of advertisements.”

Who needs the Advertiser Permit?

The permit is required for: • Influencers • Content creators • Vloggers • Anyone publishing paid or unpaid promotional content on social media • Anyone monetising digital content The permit allows individuals to publish advertising and media content through social media accounts, websites or other digital platforms, whether for compensation or free of charge. Publishing advertising content in the UAE without the required permit is not allowed.

Who is exempt?

Some individuals are exempt from the requirement: • People promoting their own business or a company they own using their personal account • Creators under 18 who promote cultural, educational or awareness content that complies with

What are the key rules creators must follow?

• The permit number must be clearly displayed on the creator’s account • No third-party advertising through someone else’s registered account • Pre-approval is required for certain types of content depending on legislation • Existing permits remain valid until expiry

How much does it cost?

For UAE-based content creators, the Advertiser Permit is free for the first three years. After that, it will cost Dh1,000. The service delivery time is three business days. For visiting content creators, the Visitor Advertiser Permit costs Dh5,000. It is valid for three months and can be renewed once. Processing time is also three business days.

How to apply for the Advertiser Permit

Follow these steps: 1. Go to the official website: nma.gov.ae 2. Click on the “Services” section 3. Select “Advertising Permit” 4. Choose the appropriate permit: – UAE-based individuals providing advertising or media content – Visiting individuals providing advertising or media content 5. Click “Apply” 6. Log in using your UAE Pass 7. Submit the required documents Requirements for UAE-based content creators • Digital ID • Passport copy • Personal photo • Commercial licence for electronic media activity Requirements for visiting content creators • Digital ID • Passport copy • Personal photo • Commercial licence Frequently Asked Questions (FAQ)

When did the rule take effect?

The mandatory requirement took effect on February 1, 2026.

Is the permit really free?

Yes. For UAE-based creators, it is free for the first three years. After that, it costs Dh1,000.

How much does the visitor permit cost?

Dh5,000 for three months, renewable once.

Do I need a trade licence?

Yes. Applicants must hold a valid commercial licence for electronic media activities appropriate to their work.

Do I need to display the permit number?

Yes. The permit number must be clearly shown on your social media account.

Can I advertise through someone else’s account?

No. Third-party advertising through another person’s registered account is not allowed.

What happens if I don’t get a permit?

The National Media Authority has warned that penalties will be enforced against violators.

Do brands need to verify permits?

Yes. Companies and organisations must ensure that influencers or advertisers they work with hold a valid Advertiser Permit before contracting them. CAM/ICA/Expat Media
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