Influencers and content creators visiting the UAE must now secure a Visitor Advertiser Permit before posting any paid promotional content while in the country, according to a new directive by the UAE Media Regulatory Office. This rule applies even if the influencer is only visiting temporarily and holds valid influencer or media licenses in their home country.
The new regulation aims to protect consumers, streamline advertising practices, and ensure compliance with the UAE’s commercial laws. It covers any influencer, vlogger, or creator not residing in the UAE who plans to:
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Post paid promotions on social media
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Collaborate with UAE-based businesses
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Film or distribute commercial campaigns within UAE territory
For UAE residents, the current licensing rules remain unchanged. Those promoting their own business require only a valid trade license. However, residents promoting other brands must hold both an E-Media License and a trade license issued by the Department of Economic Development (DED) or a recognized free zone.
Importantly, non-commercial personal posts remain exempt from licensing requirements, regardless of the poster’s residency status.
Summary of Licensing Rules:
| Activity Type | Trade License | E-Media License | Visitor Advertiser Permit |
|---|---|---|---|
| UAE resident promoting own business | ✅ Required | ❌ Not Needed | ❌ Not Needed |
| UAE resident promoting others’ products | ✅ Required | ✅ Required | ❌ Not Needed |
| Visiting influencer promoting UAE brands | ❌ Not Accepted | ❌ Not Accepted | ✅ Required |
| Non-commercial personal content | ❌ Not Needed | ❌ Not Needed | ❌ Not Needed |
Penalties for Non-Compliance:
Violators face fines ranging from AED 5,000 to AED 100,000, suspension of accounts, or even deportation for foreign nationals.
To stay compliant, influencers and brands are strongly advised to seek legal consultation before engaging in digital marketing activities. The updated rules, guided by Cabinet Resolution No. 42 of 2025, reinforce the UAE’s position as a regulated and transparent media environment.
Stay creative — but stay compliant in the UAE.
