Dubai: Are you an influencer who collaborates with brands on social posts? Or do you frequently recommend your favourite services or events in the city, even if no one is paying you to do so? Take note – you need a permit to post such content in the UAE.

Content creators in the country, who post any advertising material on channels like TikTok, Instagram, Facebook and other social media channels, need to ensure you’re doing so legally. Here’s how to do so: Sign up for a content creator licence, also known as an Advertiser Permit.

What is a content creator licence?

A content creator licence, influencer licence, or Advertiser Permit is a commercial licence that legally authorises you to produce, publish and monetise digital content in the UAE.

The country’s National Media Authority (NMA) is the federal entity responsible for all media licencing and regulation in the UAE, including digital content and influencer permits. Its Advertiser Permit serves as comprehensive regulatory framework that ensures compliance with media content standards.

Rules and regulations

Since February 1, 2026, the NMA requires all advertising content creators to obtain a valid Advertiser Permit.

The Advertiser Permit is based on Decision No. (3) of 2025 issued by the Chairman of the UAE Media Council, Federal Decree-Law No. (55) of 2023 on Media Regulation, and Related Cabinet Resolutions.

The Permit applies to all individuals – citizens, residents, visitors – who produce advertising content, with or without compensation, on social media platforms or any modern technological means, from within the UAE. The Permit must be obtained before publishing any advertising content on social media for any product, service, event, or activity within the country, according to the NMA.

What is the validity period of the Permit?

The Advertiser Permit is valid for different durations, based on your status in the country. For UAE citizens and residents, it is valid for one year, and is renewable.

The Permit expires 30 days after its validity period, if it is not renewed.

How much does it cost?

The NMA issues the Advertiser Permit free of charge for three years, in order to support content creators who are UAE citizens and residents.

Upon renewal, from the fourth year, it costs Dh1,000 annually.

Am I eligible to apply?

Before applying, ensure you meet the criteria outlined by the NMA:

  • The applicant must be at least 18 years old (with the possibility of age-based exceptions at the NMA’s discretion).
  • Must have good conduct and have not violated any media content in the past.
  • UAE citizens and residents must obtain a trade license to practice electronic media from the relevant authority.
  • Must not have had a licence revoked, media establishment closed, or been banned from media activity, unless reasons for the ban have been removed.
  • Have no outstanding financial dues to the NMA.
  • A separate visitor permit may be issued for individuals registered under an advertising agency or talent management agency accredited by the NMA.

There are additional conditions for applicants aged 15 to 18 years:

  • The applicant must be at least 15 years old.
  • Must be medically fit for the activity.
  • Minors may operate under a guardian’s licence. The Permit must be for commercial purposes.
  • Advertisements must be age-appropriate.
  • Prohibited from promoting products or services harmful to children.
  • Must comply with any additional conditions set by the NMA in line with child protection laws.

Who is exempt from obtaining an Advertiser Permit?

The following individuals are exempt from obtaining an Advertiser Permit:

  • Individuals advertising their own products or services or those of a company they own via their personal accounts.
  • Individuals under the age of 18 who engage in educational, sports, cultural, or awareness-related activities, in line with the age classification stipulated in the relevant legislation.

What are the conditions for using the Permit?

According to the NMA, there are certain guidelines Permit holders must follow, once they have been approved. They must:

  • Comply with media content standards.
  • Ensure that the advertiser is not a fake company, a person using a pseudonym, or that the agreement was not conducted through a bank account with a fictitious or fraudulent identity.
  • Clearly display the permit number on their social media accounts.
  • Only publish advertisements through accounts registered with the NMA and linked to the issued permit.
  • Not allow any other person or party to advertise through their registered account.
  • Obtain approval from relevant authorities before publishing any advertisement, if required by applicable laws.

What are the conditions for choosing an account name?

The NMA outlines strict criteria that Permit holders must follow when choosing their account name:

  • Must not include references to God’s names, or names/logos of government or non-government entities outside the UAE.
  • Must not contain offensive, inappropriate, or rights-violating terms.
  • Must not resemble another person’s or entity’s name.
  • Must not duplicate another account name.
  • Must not use trademarks or protected names without legal approval.
  • Must comply with any other conditions determined by the NMA. 

What are the conditions for posting ads?

When posting ads, collaborations or sponsored posts on social media, the NMA specifies the following conditions to follow:

  • Advertisements must be clear and unambiguous.
  • They must not harm public interest, directly or indirectly.
  • Prior approval must be obtained for specialised ads, for instance, ads that have to do with real estate, healthcare, finance, education, food, or others, as determined by the NMA.
  • No false or misleading product information may be published.

What are the documents required?

Before applying, ensure you have digital copies of the following documents ready:

  • Emirates ID
  • Passport photograph
  • Passport
  • Trade licence in electronic media or a business licence
  • Good conduct certificate 

How to apply for the Advertiser Permit

Follow these steps to apply for an Advertiser Permit in the UAE:

  • Visit the UAE Media Council’s website at eservices.uaemc.gov.ae, and log in with your UAE PASS.
  • Select ‘Services’ and navigate to ‘Social Media Advertising Licence’.
  • Fill in the application form, and upload the documents listed above.
  • In the case of minors, the guardian must oversee the child’s compliance in line with the ‘Wadeema’ Child Rights Law, or Federal Law No. 3 of 2016, which is UAE’s comprehensive child protection legislation. The Law includes digital and privacy protection, which safeguards their identities online, with restrictions on platforms from collecting or misusing data related to children.
  • Once you have confirmed and uploaded all the information, select ‘Submit’.
  • Wait for approval from the NMA. The processing time is typically three working days.

Once approved, you will receive the licence electronically. Ensure that you display the permit number on your social media account, once you receive it.