As digital platforms increasingly blur the line between financial advice and social media influence, the UAE has taken a proactive regulatory step through Chairman Resolution No. 10 of 2025. Issued by the Securities and Commodities Authority (SCA), the Resolution establishes a licensing regime for Finfluencers, natural persons offering financial recommendations via public channels. This article explores the scope of the new regulation, outlines the obligations of Finfluencers and financial institutions, and clarifies the intersecting compliance landscape across onshore and free zone jurisdictions such as the DIFC and ADGM. With practical insights for content creators and licensed firms alike, the article highlights the UAE’s commitment to investor protection and market integrity in the digital age.
Introduction
In recent years, the rise of social media has transformed the way financial content is created, consumed, and trusted. Platforms like TikTok, Instagram, and YouTube have given birth to a new breed of financial content creators (“Finfluencers”), who blend personal branding with investment advice, often reaching thousands, if not millions, of followers with quick, digestible financial tips.
In the UAE, where financial markets are rapidly evolving and digital engagement is high, this phenomenon has not gone unnoticed. In response, the UAE Securities and Commodities Authority (SCA) issued Chairman Resolution No. 10 of 2025 (“Resolution”), creating a formal licensing and regulatory framework for Finfluencers operating from the UAE Mainland. This legal development signals a significant shift toward proactive regulatory oversight in a digital age where influence can rival institutional advice.
This article offers a comprehensive overview of the new regime, its implications for Finfluencers and financial entities across onshore and free zone jurisdictions, and what it means for market participants navigating the intersection of content creation, finance, and compliance.
This blog is a part of our UAE Compliance Advisory Services.
Understanding the Scope of the SCA Resolution
The SCA’s Resolution defines a Finfluencer as any natural person registered with the Authority who provides financial recommendations to the public through a public medium. This may include advice or commentary on investment decisions, product reviews, or promotions related to virtual assets.
The scope of the Resolution is broad and includes:
- Individuals located in the UAE Mainland offering financial advice to the public;
- Those offering recommendations related to UAE or foreign financial products;
- Content related to virtual assets or regulated financial services;
- Promotional activities conducted by SCA-licensed firms engaging Finfluencers.
The Resolution applies across various formats:
- Social media platforms (e.g., TikTok, Instagram, YouTube, Twitter);
- Personal websites and blogs;
- In-person seminars or public engagements.
Exemptions and Jurisdictional Limits
While the SCA Resolution is far-reaching, certain key exemptions are carved out:
- Republishing of content already approved by SCA or a licensed exchange;
- Licensed financial analysts or consultancy firms acting within their approved scope;
- Individuals providing recommendations from within financial free zones (e.g., DIFC, ADGM).
These exemptions must be interpreted narrowly. Even content originating outside the SCA’s territorial reach may fall under scrutiny if it targets Mainland retail audiences or influences investor behavior within the jurisdiction.
Legal Perspectives of DIFC
The Dubai International Financial Centre (DIFC) operates under a separate legal system. While individuals and firms in these free zones are not directly subject to the SCA Resolution, this does not provide a blanket exemption.
Within the DIFC, the Dubai Financial Services Authority (DFSA) regulates financial promotions under its own regime, which includes:
- The General Module (GEN);
- The Conduct of Business Module (COB);
- The Financial Promotions Module.
Any unauthorised promotion of financial products to DIFC-based audiences, by residents or outsiders, can result in enforcement actions. Firms in DIFC should evaluate whether they or their contracted Finfluencers are indirectly impacting onshore audiences or engaging in promotions that could breach either SCA or DFSA rules.
SCA Licensing Requirements for Finfluencers
To operate lawfully under the new SCA regime, Finfluencers must:
- Register with the SCA as a licensed individual;
- Meet minimum qualification criteria, such as possessing relevant certifications (e.g., CFA) or having a proven record in financial commentary;
- Disclose potential conflicts of interest, including affiliations with issuers or licensed firms;
- Provide a transparent record of their professional experience and background.
Notably, the SCA has waived registration and renewal fees for the first three years, an effort to ease the financial burden of compliance without compromising the regulatory standard.
Content and Conduct Standards
Registered Finfluencers must adhere to a code of conduct and content disclosure obligations, including:
- Distinguishing fact from opinion;
- Using only verified, current, and credible data;
- Including disclaimers (e.g., past performance is not indicative of future returns);
- Declaring all sponsorships or promotional relationships, especially when recommending or reviewing financial products.
These obligations extend beyond social media and encompass any public-facing content that could influence investment behavior.
Compliance Expectations for Financial Institutions
Entities licensed by the SCA, DFSA, or ADGM who engage Finfluencers are not off the hook. They are expected to:
- Ensure the Finfluencer is registered (if under SCA jurisdiction);
- Review and approve content before dissemination;
- Maintain internal records and audit trails;
- Conduct due diligence on the Finfluencer’s compliance history.
DIFC-regulated entities must also verify whether the content amounts to a financial promotion under DFSA rules. If so, even indirect promotions may trigger licensing, conduct, or approval obligations.
Monitoring, Enforcement, and Penalties
The SCA has committed to a proactive enforcement regime, using a combination of:
- Public content audits;
- Reports from whistle-blowers or the public;
- Cooperation with platform providers and social media companies.
Where violations occur, the SCA may impose:
- Administrative fines;
- Suspension or revocation of registration;
- Referral to law enforcement or other supervisory authorities.
For serious breaches involving market manipulation or fraud, criminal penalties may also apply.
Practical Steps for Compliance
For Finfluencers:
- Determine whether your content qualifies as financial advice or promotion;
- Register with the SCA if operating from the Mainland;
- Disclose qualifications, affiliations, and sponsorships transparently;
- Engage legal counsel for initial and ongoing compliance checks.
For Firms Engaging Finfluencers:
- Perform regulatory due diligence on Finfluencers before engagement;
- Include clear contractual clauses on compliance and approvals;
- Establish internal policies for marketing via digital content creators;
- Consult legal advisors for cross-border campaigns involving free zones.
Conclusion: Striking a Balance Between Influence and Integrity
The SCA’s Resolution No. 10 of 2025 marks a critical evolution in the UAE’s financial regulatory ecosystem. By formally recognising Finfluencers as participants in the financial services space, the UAE is proactively shaping a framework that prioritises investor protection, market integrity, and ethical digital engagement. Whether you are a content creator, regulated firm, or platform hosting financial content, this new era of regulation requires a deliberate, informed, and legally compliant approach. As the line between entertainment and financial advice continues to blur, the importance of transparency, accountability, and professionalism cannot be overstated. For tailored legal advice on Finfluencer compliance or to understand your obligations under the SCA and DFSA regimes, please contact us.
