Abu Dhabi / Dubai — 23 October 2025 — The UAE Media Council has extended the grace period for its new mandatory Advertiser Permit for content creators and influencers, giving individuals and agencies more time to register and comply. The original deadline of 30 October 2025 has been moved to 31 January 2026, authorities and local media reported.
What changed
The Media Council’s Advertiser Permit—part of a wider effort to regulate digital advertising and professionalise the creator economy—will now be enforced after the extended window closes on 31 January 2026. The extension is designed to allow creators, marketers and international talent more time to complete paperwork, align contractual arrangements with brands and ensure campaigns meet the new regulatory requirements.
What the permit covers
- The Advertiser Permit applies to any individual or entity producing promotional content for third-party products, services or causes on digital platforms — whether the content is paid or unpaid.
- It is aimed at influencers, content creators, talent who promote brands, and third-party promoters working in or targeting the UAE market.
Who is exempt
The guidelines include several exemptions (as reported by local outlets and the Media Council’s public information):
- Individuals who post promotional content only to promote their own products or services (i.e., self-promotion for a business they own) are typically exempt.
- Certain categories of minors involved in educational, cultural, sports or awareness activities may also be exempt, subject to age and content conditions.
- Visitor/short-term creators must follow a separate visitor permit route (see “what creators should do” below).
Fees, validity and how to apply
- For UAE citizens and residents, the Media Council initially announced that the permit will be free for the first three years, with standard renewal/fee rules to apply thereafter.
- Visitor permits (for foreign creators/influencers) have a shorter validity and are typically issued via licensed advertising or talent agencies operating in the UAE.
- Applications are submitted through the UAE Media Council’s online portal or through authorised intermediaries; applicants must supply identity, contact details and information about the nature of advertising/content activity.
Enforcement and compliance
- The extension signals that regulators intend to enforce the new rules but are allowing time for the market to adapt. After the extended deadline, unauthorised promotional activity could lead to action under UAE media and advertising laws — including removal of content, fines or other administrative measures (specific sanction details are governed by the Media Council and related regulators).
- Brands, PR firms and agencies running influencer campaigns in the UAE should verify that every promoter holds a valid permit before publishing sponsored content.
Business and creator implications
- For brands and agencies: the permit raises the importance of compliance checks and contractual clauses that require influencers to hold the appropriate licence before a campaign runs. Expect greater emphasis on documentation, vetting and use of local talent agencies for visitor creators.
- For influencers and creators: the new rules turn content promotion into a more formalised commercial activity. Those who monetise promotional posts will need to register or work with licensed partners; this could add administrative steps but also legitimise the market and increase trust for advertisers.
- For the broader market: regulators present the move as a way to professionalise digital advertising, improve consumer protection and boost the UAE’s reputation as a well-regulated hub for digital business.
What creators and brands should do now
- Audit activity: determine whether past and planned posts fall within the Advertiser Permit scope.
- Apply early: use the Media Council portal or authorised agencies to secure permits well before campaign start dates.
- Update contracts: include permit-compliance clauses and confirm who is responsible for ensuring licences are in place.
- Use authorised intermediaries: visitor influencers should work with licensed talent/ad agencies to obtain short-term permits.
- Monitor guidance: expect clarifications, FAQs and implementing guidance from the Media Council as the system rolls out.
This extension provides breathing room for creators, brands and platforms to comply — but it also confirms that the UAE plans to move quickly from guidance to formal enforcement. For anyone operating in the UAE digital advertising ecosystem, compliance planning should now be part of campaign workflows.
