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Everything You Need to Know About the New Advertiser Permit in Dubai

6 Aug 2025

By Vista Corp

A new regulation from the UAE Media Council requires influencers and content creators to obtain an advertising permit for all promotional activities, whether paid or unpaid. Announced on July 30, 2025, the rule will be fully implemented within three months. After that, permits will be mandatory, and a list of approved agencies will be published by the UAE Media Council. This regulation aims to ensure transparency in promotional content across social media.

Key Details About UAE’s New Advertising Permit System for Influencers and Content Creators

Permit for All Promotions: Required for both paid and unpaid promotional content.
Validity: The permit is free and valid for 3 years.
Current Permits: Existing permits remain valid until expiration; renewals will be available.
Visitor Requirements: Visitors must obtain a permit to post promotional content.
Exemptions: Some individuals and specific content types are exempt.
Business License: Influencers earning income must get a business license.
Regulatory Framework: Part of a broader update to the UAE’s media law.

What is an Advertising Permit in Dubai?

An advertising permit in Dubai is a legal authorisation granted by the relevant government authorities that allows individuals or businesses to engage in advertising activities, including digital marketing, media promotions, social media advertising, and traditional advertising. The permit ensures that the activities are conducted in accordance with the local laws, cultural norms, and ethical standards set by regulatory bodies.

Why is an Advertising Permit Needed in Dubai?

Dubai has strict laws and regulations around advertising to protect consumers, maintain cultural integrity, and ensure transparency in promotional activities. The advertising permit helps:

Ensure Compliance with Local Laws: Advertisements must align with the UAE’s legal framework, which includes guidelines on consumer protection, false advertising, and intellectual property rights.
Uphold Cultural and Moral Standards: The UAE is a culturally conservative country, and advertisements must adhere to local values, including restrictions on content related to religion, sex, alcohol, gambling, and other sensitive topics.
Protect Consumers: To ensure that ads are honest, transparent, and don’t mislead consumers into making unfair or harmful decisions.

Key Features of the Advertising Permit

Required for Commercial Advertising: If you are engaged in commercial advertising activities, whether on social media, TV, radio, print, or any other medium, you will need this permit.
Applicable to Influencers and Content Creators: Influencers who promote brands, products, or services through sponsored content or affiliate marketing are required to have an advertising permit, even if they operate as individuals.
Enforces Clear Disclosure: The permit ensures that paid promotions and sponsored content are clearly disclosed to the audience, which is a requirement in many countries, including the UAE.

Types of Advertising Activities That Require a Permit

Digital Advertising: This includes any form of online ads, such as paid promotions on social media (Instagram, Facebook, TikTok, etc.), Google ads, or other forms of digital marketing.
Influencer Marketing: If you’re promoting third-party products or services and getting paid (or compensated in any way), you must have an advertiser permit. This includes posts, stories, and video content on social media platforms.
Traditional Advertising: Billboards, posters, print ads, radio, and TV commercials also require permits.
Event Promotions: Promoting events like concerts, festivals, and business launches may also require an advertising permit if you’re using media channels or other advertising platforms.
Affiliate Marketing: If you’re promoting affiliate products on your blog, YouTube channel, or Instagram, an advertiser permit might be needed.

Who Issues the Advertising Permit in Dubai?

The exact authority that issues the advertising permit in Dubai depends on your type of business and where you operate:

National Media Council (NMC): The NMC is responsible for regulating all types of media and advertising activities in the UAE, including advertising on TV, social media, and in print. They ensure compliance with cultural and moral guidelines.
Department of Economic Development (DED): For mainland businesses, the DED may issue the advertising permit as part of the overall business license, especially for commercial advertising.
Free Zones: If your business operates in a free zone (e.g., Dubai Media City or Dubai Silicon Oasis), the relevant free zone authority will issue your advertising permit. Many free zones in Dubai are set up to accommodate media-related businesses, and they handle the permits for companies operating in that sector.
Other Specialised Authorities: In some cases, if your business operates in a niche sector (e.g., healthcare or finance), other regulatory bodies may be involved in the approval process.

Do Influencers with an Influencer License Still Need an Advertising Permit in Dubai?

Yes, in Dubai, even if someone has an influencer license, they may still need an advertiser permit depending on the nature of their content and the type of business they are involved with.

Here’s how it works:

Influencer License: This is typically issued by the Department of Economic Development (DED) or other relevant authorities in Dubai. It allows individuals or companies to legally operate as influencers or content creators, managing activities related to social media, blogging, vlogging, and other online platforms.
Advertiser Permit: This is required if the influencer is promoting products or services in a commercial capacity, especially if they are running ads or sponsored content. The permit ensures that the promotional content adheres to local advertising regulations, which may include guidelines on what can be advertised, how advertisements are disclosed to audiences, and how content is presented.

If the influencer is collaborating with brands or running advertisements (e.g., sponsored posts, affiliate marketing, etc.), they may need to get an additional advertiser permit to legally conduct these activities, ensuring transparency and compliance with local advertising laws. The Dubai Media Office (DMO) or the National Media Council (NMC) typically oversees these permits.

Yes, even with an influencer license, an advertiser permit might be needed if the influencer is directly involved in paid promotions, ads, or commercial campaigns.

How to Apply for an Advertising Permit?

To apply for an advertiser permit in Dubai, you’ll typically go through a few steps to ensure you’re complying with local regulations regarding advertising and commercial promotions. The specific process might vary slightly depending on the type of business or media platform, but here’s a general overview of how to apply for an advertiser permit:

1. Determine the Relevant Authority

In Dubai, advertising permits are generally overseen by the National Media Council (NMC) for media-related activities, including influencers, bloggers, and content creators. However, some authorities, like the Department of Economic Development (DED) or specific free zones, may handle permits depending on the nature of your business.

2. Check Requirements for Your Activity

Different types of advertising activities (e.g., digital marketing, influencer campaigns, social media promotions) may have different requirements. Ensure you know whether your activities will involve:

Paid advertisements on social media platforms.
Promoting third-party brands or products.
Sponsored content or affiliate marketing.

3. Register with the Appropriate Authority

If you don’t already have a business license (e.g., influencer license), you will need to register with the relevant authority. Depending on where you are operating, the options include:

Dubai Department of Economic Development (DED) (if you are a mainland business).
Free Zone Authorities (e.g., Dubai Media City or Dubai Silicon Oasis) if your business operates within a free zone.
National Media Council (NMC) for broader media-related permits.

For Influencers in Dubai: If you are registered as an influencer, you may already be tied to a licensing authority (like the DED or a free zone authority), but you need to ensure that you are also applying for a separate advertising permit for commercial activity.

4. Prepare the Required Documents

You’ll need to gather the following documents:

Proof of Identity: A valid passport and residency details.
Business License (if applicable): Show that you have an influencer or business license.
Proof of Commercial Activity: If you’re promoting third-party products, you might need a contract or agreement with the brands you’re promoting.
Content Samples: In some cases, you may need to provide examples of the type of content you are creating or planning to advertise.

5. Submit the Application

You can apply for an advertising permit via one of these methods:

Online Portal: Many authorities, including the NMC and DED, offer online portals where you can submit your application for an advertiser permit. Check the relevant website for details.
Direct Application to NMC: If you’re working in media or social media advertising, you may need to submit your application to the National Media Council through their official portal or office.
Via Your Free Zone: If you are in a free zone (like Dubai Media City), your free zone authority may handle your advertising license application, and they may help you with the additional requirements for advertising.

6. Wait for Approval

Once your application is submitted, the authorities will review your request, and they may take several days or weeks to approve your permit. The approval depends on the nature of your business and the kind of advertising you’re planning to do.

7. Comply with the Regulations

Upon receiving your permit, make sure to follow the advertising guidelines set by the authorities, such as:

Disclosure: Clearly disclose when a post is sponsored or when affiliate links are included.
Content Compliance: Ensure that all your content adheres to local advertising standards and does not violate any cultural or legal boundaries.

8. Pay Fees

Depending on the type of permit and the business setup, you might be required to pay an application or renewal fee. Fees can vary based on the size and nature of your advertising business.

If you’re working with a specific brand or company for advertising, they might also guide you through the process or provide you with specific details if they’re handling the licensing for you.

Will there be a Fine if it is Not Followed?

Yes, not following advertising regulations in Dubai can lead to fines, penalties, or other legal consequences. Dubai has strict rules regarding advertising, especially when it comes to social media influencers and digital content creators who promote products, services, or brands. Here’s what could happen if you don’t comply:

1. Fines and Penalties

If you’re caught running unauthorised advertisements or failing to obtain the required permits, you could face fines. The exact amount of the fine depends on the severity of the violation and the type of advertising activity involved.
Penalties can also escalate if the content is deemed offensive, misleading, or harmful to public interest, culture, or morality. For example, promoting illegal products or services (like counterfeit goods or non-compliant health products) can lead to hefty fines.

2. Suspension of Business License or Advertiser Permit

If you operate without the correct advertising permit, your business license could be suspended or revoked. This is especially true if your influencer business is registered under a license but you don’t hold the necessary permits for commercial advertising.
Your influencer account on social media platforms could also be suspended if you are found in violation of local laws, and this could harm your reputation or cause you to lose partnerships with brands.

3. Damage to Reputation

Besides legal fines, there is also the reputational risk. Violating advertising guidelines or not properly disclosing paid promotions can damage your credibility as an influencer. Brands may be less likely to work with you if they see you don’t follow the rules, and your audience might lose trust in your authenticity.

4. Legal Consequences

Depending on the nature of the violation, you could face more serious legal action, especially if the advertising is deceptive, misleading, or violates consumer protection laws. In some cases, repeated violations could lead to legal cases or investigations.

5. Social Media Platform Action

Social media platforms like Instagram, Facebook, and YouTube have their own community guidelines and could ban or shadowban influencers who violate local advertising rules. For example, failing to clearly label sponsored content or affiliate links can result in penalties on the platform itself.

Common Advertising Violations to Avoid

Failure to disclose sponsored content: Not marking posts as sponsored or advertising can result in fines or platform penalties.
False advertising: Misleading claims or promoting unsafe products can lead to both legal action and fines.
Non-compliance with cultural guidelines: Ads that violate cultural or moral standards in the UAE (e.g., nudity, alcohol promotion) are strictly prohibited and subject to fines.
Advertising illegal or unauthorised products: Promoting counterfeit goods, prohibited substances, or unapproved products will attract severe consequences.

Tips to Avoid Fines

Always disclose sponsorships and paid promotions in a clear and visible way (e.g., use hashtags like #ad or #sponsored).
Understand the advertising regulations: Familiarise yourself with local advertising laws, especially around digital and social media marketing.
Work with reputable brands: Partner only with brands that understand local regulations and will help ensure your content complies.
Get the necessary permits: If you are involved in paid promotions, ensure that you have the appropriate advertising permit.

To sum it up, yes, failing to follow advertising rules can result in fines, legal issues, or even the suspension of your business or influencer license. It’s important to always stay informed about the regulations and take the necessary steps to comply with them.

What is the Fine if You Don’t Have an Advertising Permit?

In Dubai, the fine for operating without an advertising permit can vary depending on the nature of the violation and the specific regulatory authority involved. The penalties can be significant, especially for individuals or businesses involved in digital marketing, influencer activities, or advertising in any form.

Here’s an overview of the possible fines:

1. National Media Council (NMC) Fines

Non-compliance with advertising regulations: If you’re caught promoting products or services on social media without the necessary advertising permit from the National Media Council (NMC), the fine could range from AED 10,000 to AED 100,000. The exact amount depends on the severity of the violation.
Violating content regulations: If your content violates local cultural or moral standards, you may face additional fines or legal consequences, especially if the content is deemed offensive.

2. Department of Economic Development (DED) Fines

For businesses operating in Dubai mainland and not having the correct advertising license, fines from the DED can range from AED 5,000 to AED 20,000, depending on the nature of the business and its advertising activities.
The DED is strict about businesses engaging in unauthorised activities, including advertising without the proper permits.

3. Dubai Free Zones (e.g., Dubai Media City) Fines

Dubai Media City and other free zones have their own set of regulations. Fines for operating without an advertising permit in free zones can range from AED 5,000 to AED 15,000, depending on the type of advertising activity.
Free zone authorities also impose fines for failing to comply with advertising and media-related regulations, and these can also impact your ability to renew licenses.

4. Social Media and Platform Fines

If you fail to comply with the UAE’s advertising laws while running sponsored posts or paid promotions on social media, Instagram, Facebook, or other platforms, they might restrict or ban your account. This could have an indirect financial impact if it results in lost partnerships or income.

5. Additional Consequences

License Suspension or Revocation: Apart from fines, the authorities can suspend or revoke your influencer license or business license if you repeatedly violate advertising regulations.
Legal Action: In extreme cases, especially if the advertising activities are deceptive or harmful, the authorities could pursue further legal action, including court cases or more severe penalties.

Summary of Possible Fines

AED 5,000 to AED 20,000: For businesses operating without the proper advertising permit (DED, Free Zones).
AED 10,000 to AED 100,000: For violations related to media advertising regulations (NMC).
Additional Consequences: Account suspension, loss of influencer license, or legal action in severe cases.

The fines tend to be on the higher side for commercial violations, especially if you’re monetising content without a valid permit.

If you’re in doubt, it’s always safer to apply for the necessary permit to avoid costly fines and legal complications.

Will a Person Working Under a Valid Trade License Company Also Require an Advertising Permit?

Yes, even if you are working under a valid trade license issued for a company in Dubai, you may still require an additional advertising permit if you are involved in activities that include advertising, promotions, or marketing campaigns.

Here’s why and how it works:

1. Trade License vs. Advertiser Permit

A trade license allows you to legally operate a business in Dubai, covering your primary business activities. However, this license does not automatically grant you the right to conduct advertising activities unless those activities are specifically included in the scope of your business.
An advertiser permit is a separate requirement if you are engaged in advertising, whether it’s digital marketing, influencer activities, media promotions, or commercial advertising. It ensures that the advertising is in compliance with local laws and regulations.

2. When Do You Need an Advertiser Permit?

Promoting third-party products or services: If you are promoting or advertising products for a company or brand (whether as an influencer, content creator, or part of a marketing team), you will need an advertiser permit.
Running paid campaigns: If your company or your role involves running ads, sponsored content, or affiliate marketing on platforms like Instagram, Facebook, YouTube, etc., you will need this permit.
Commercial Advertising: Even if you work for a company that already has a trade license, if you are involved in specific commercial advertising activities, such as creating ads or running promotional content, you will need the additional advertising permit.

3. Who Needs an Advertiser Permit?

Influencers, Content Creators, and Digital Marketers: If you’re an influencer working under a company’s trade license, you’ll likely need a permit to legally promote brands or products. The advertiser permit ensures that you’re compliant with local advertising laws (especially around disclosure, transparency, and the nature of the content).
Media Agencies and Marketing Teams: If your company is running advertising campaigns, media buys, or digital marketing strategies, an advertiser permit may be required for these activities.

4. Are There Any Exceptions?

If your trade license explicitly covers advertising as part of the business activity (such as for media agencies or marketing firms), you may not need a separate advertiser permit. However, if the scope of the trade license does not include advertising, then an advertiser permit is a must.
Content Creators with a Business License: If you’re working under a business license as a content creator or influencer and you’re also running paid promotions or sponsored ads, the advertiser permit would still apply to ensure you comply with advertising laws.

5. Consequences of Not Having an Advertiser Permit

Fines: Operating without an advertising permit when required can lead to fines ranging from AED 5,000 to AED 100,000, depending on the nature of the violation.
Suspension of Activities: The authorities may suspend your ability to run ads or promotions or even revoke your trade license if you’re found in violation of advertising laws.
Legal and Reputation Risks: Besides financial penalties, non-compliance can also damage your company’s reputation, especially if you work in digital marketing or influencer marketing.

In short

If you are working under a valid trade license but your work involves advertising or promoting products, you still need an advertiser permit unless your trade license specifically covers those activities.
The advertiser permit is necessary to legally conduct paid promotions, sponsored content, and marketing campaigns.
Fines and penalties can apply if you do not obtain the proper permit for advertising activities.

If you’re unsure whether your specific activities require an “advertiser permit,” it’s a good idea to consult with the Department of Economic Development (DED), National Media Council (NMC), or the relevant authority in your free zone to ensure you’re fully compliant.

Do I Need an Advertising Permit If My Company Asks Me to Advertise Their Product?

Yes, even if your company asks you to advertise its own products, you may still need an “advertiser permit” to ensure that the advertising activities are compliant with local laws in Dubai.

Here’s why:

1. Advertising vs. Regular Business Operations

Advertising is considered a separate regulated activity, even if you’re advertising for your own company. Just having a valid trade license for your business doesn’t automatically include the right to engage in advertising, especially in media or digital platforms.
Even if you’re promoting your own company’s products, advertising on social media or other commercial channels typically requires a specific advertiser permit to ensure that the activity complies with local rules, especially related to content disclosures, ethical advertising practices, and other legal regulations.

2. What Would Require an Advertiser Permit?

You would need an advertiser permit if you’re involved in:

Running paid ad campaigns for your company, whether on social media (Instagram, Facebook, LinkedIn), Google, or other digital platforms.
Promoting products or services (even if it’s your own company’s products) in a commercial or sponsored capacity.
Creating paid promotional content, like advertisements or sponsored posts.
Influencer activities: If your company asks you to act as an influencer (posting promotional content) and you’re compensated for it, an advertiser permit may still be required.

3. How Does This Apply to Social Media or Digital Marketing?

If your company is running paid social media ads or promotional campaigns to boost sales or visibility of its products and you’re actively involved in creating or promoting those ads, the advertiser permit is mandatory.
Even though you’re promoting your company’s products, you’re essentially acting as a promoter, which requires official authorisation from local authorities. This helps ensure that the content adheres to the laws governing consumer protection, truthful advertising, and cultural standards.

4. Free Zones or Specific Licenses

If you’re working in a free zone (like Dubai Media City, for example), you may need an additional permit for advertising activities even if your company’s main trade license is already in place.
If your company’s license covers advertising, you might not need a separate advertiser permit, but this depends on the specifics of the license type and the activities being undertaken.

5. Potential Consequences of Not Having an Advertiser Permit

Fines and Penalties: As mentioned before, operating without the proper permit can result in fines ranging from AED 5,000 to AED 100,000, depending on the nature of the violation.
Legal Action: If you’re found to be violating advertising laws, there could be legal consequences, including the suspension of the company’s ability to advertise, or worse, the suspension of the company’s trade license.
Social Media Restrictions: Platforms like Instagram, Facebook, or Google can restrict or suspend accounts if they notice advertising activities being run without the necessary licenses.

6. Key Takeaway

Even if you’re advertising your company’s products (rather than promoting external brands), an advertiser permit is still likely required for:

Paid advertising on social media.
Sponsored content or paid promotions.
Running commercial ad campaigns, even for your own brand.

Final Recommendation

To avoid any legal or financial complications, it’s a good idea to:

Confirm with your company whether the business already has the necessary advertising permits.
Verify with the Department of Economic Development (DED), National Media Council (NMC), or Free Zone Authority (if applicable) whether an advertiser permit is needed for the activities you’re being asked to do.

It’s always better to be cautious and ensure you’re fully compliant, even if you’re promoting your own company’s products.