The UAE Media Council has taken an initiative aimed at regulating promotional content
on social media platforms. The newly introduced Advertiser Permit is designed to
create a flexible and forward-thinking regulatory framework that aligns with the rapid
evolution of the media industry. This initiative underscores the Council’s commitment to
elevating content quality, fostering investment in the digital media sector, and attracting
skilled professionals and creative talents in content creation.
Why the Advertiser Permit Matters
In an era where digital media dominates, this initiative reflects the UAE Media Council’s
vision to build an integrated media model that embraces digital advancements while
strengthening media governance. By establishing clear standards, the permit ensures
the protection of public rights and promotes responsible, professional relationships
between content creators, advertisers, and audiences.
Key Highlights of the Advertiser Permit
• Effective Date:
The Advertiser Permit will come into effect in three months.
• Cost:
It will be granted free of charge for the first three years.
• Existing Permits:
Currently valid permits will remain effective until their
expiry, with renewal applications available thereafter.
Exemptions
The following individuals are exempt from obtaining the Advertiser Permit:
• Individuals promoting products or services of their own company or a company
they own through their personal accounts.
• Individuals under the age of 18 engaged in educational, athletic, cultural, or
awareness activities, provided the activity aligns with the age classification
prescribed under relevant legislation.
Obligations for Permit Holders
Every Advertiser Permit comes with specific conditions to ensure compliance and
professionalism:
• Adherence to content media standards.
• Clear display of the permit number on social media platforms.
• Restriction of advertisements to the registered account only.
• Prohibition of allowing third parties to advertise through the registered account.
• Prior approval from the Council for specific posts, where required.
Visitor Advertiser Permit
Recognizing the global nature of content creation, the UAE Media Council has
introduced the Visitor Advertiser Permit for international influencers visiting the
UAE.
• Applicants must register through a licensed advertising or talent management
agency authorized to operate in the UAE and approved by the Council.
• The permit is valid for three months, renewable once for an additional three
months.
A Forward-Thinking Approach
This initiative not only enhances the quality and credibility of promotional content but
also positions the UAE as a hub for digital media innovation. By fostering a regulated yet
flexible environment, the UAE Media Council aims to attract investment, nurture talent,
and ensure the highest standards of media governance.
At Crossway Global, we are closely monitoring these developments and will keep you
informed of any updates. Stay tuned for more insights and guidance on navigating this
new regulatory landscape.
