Arab Emirates introduces the “Media Permit”: the new mandatory permit for influencers

The United Arab Emirates has taken a decisive step in regulating digital marketing with the introduction of Media Permit, a mandatory permission for all content creators and influencers who promote third-party products or services on social networks. This new regulation seeks to professionalize the sector, increase advertising transparency and protect both consumers and brands.

The measure is part of the country's strategy to organize the digital media ecosystem, which has grown exponentially in recent years and which today moves millions of dirhams in influencer campaigns, business collaborations and covert advertising.

What is the Media Permit and who does it affect?

El Media Permit is an official license issued by media regulatory authorities in the Emirates that will be mandatory for:

• Influencers
• Content Creators
• Streamers
• Public figures on social networks

That they carry out advertising, paid promotions, collaborations with brands or recommendation of company products and services on platforms such as Instagram, TikTok, YouTube, X or Facebook.

It will not be required for personal or non-commercial content, but it will be required for any publication for promotional purposes, including:

• Direct advertising
• Discount codes
• Collaborations with brands
• Sponsored Content
• Business affiliation

Objectives of the new regulation

The Emirati government pursues several key objectives with this initiative:

1. Increase transparency in digital advertising.
2. Protect the consumer in the face of misleading promotions.
3. Professionalizing the influencer industry.
4. Ensure tax and legal compliance of commercial activities in networks.
5. Unify regulatory criteria between traditional and digital media.

With this system, influencers will be formally recognized as actors in the media and advertising sector.

Consequences of not having a Media Permit

Creators who promote brands without this permission may face:

• High economic fines
• Withdrawal of content
• Suspension of business activities
• Blocking campaigns with local agencies and brands
• Possible immigration sanctions if they operate under an inadequate visa

For companies, collaborating with unlicensed influencers can also result in penalties.

Impact on brands and agencies

Companies operating in the Emirates must verify that the influencers they work with have:

• Current Media Permit
• Corresponding tax registration
• Advertising contracts in accordance with local regulations

This raises the level of professionalization of influencer marketing and reduces legal and reputational risks.

One more step towards a regulated digital ecosystem

Dubai and the United Arab Emirates continue to position themselves as one of the most advanced markets in the world in the regulation of the digital economy. Just as licenses already exist for media, production companies, agencies and journalists, influencer marketing now fully enters the legal framework.

El Media Permit Mark a before and after: being a creator of commercial content in the Emirates ceases to be an informal activity and becomes a regulated professional activity, with clear rights, obligations and standards.

For influencers, agencies and brands, adapting to these regulations will not only be mandatory, but also an opportunity to operate in a safer, more transparent and attractive environment for international investment.

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