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International social media influencers visiting the United Arab Emirates (UAE) must now obtain a ‘visitor advertiser permit’ before posting promotional content on platforms like Instagram, Facebook, or WhatsApp.
The new regulation, introduced by the UAE Media Council, is part of updated media rules aimed at streamlining and regulating digital content creation in the country.
Under the new system, foreign influencers are no longer allowed to operate independently. Instead, they must register through licensed advertising or talent management agencies that are authorised by and approved by the Media Council.
These permits are initially valid for three months and can be renewed once for an additional three-month period.
The regulation is part of the UAE’s larger media sector development plan, which was announced in May.
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The initiative seeks to build an integrated media ecosystem aligned with global digital marketing trends, ensuring ethical standards and commercial clarity in online content.
According to the guidelines, misleading advertisements, confusion between ads and editorial content, and unauthorised promotions in sectors like healthcare will be strictly prohibited.
Advertising messages must be clearly marked and only shared via the registered account linked to the influencer’s permit.
Two groups are exempt from the permit requirement: individuals promoting their own products or services on personal accounts, and minors under 18 involved in educational or cultural activities deemed appropriate by law.
Permit holders are required to display their permit number, avoid violating content standards, and seek prior approvals if the law demands it for specific content.
The UAE Media Council has also committed to releasing a list of approved advertising and talent agencies soon.
The permit will be free of charge for the first three years and enforcement will begin three months from the announcement date.
