The UAE has introduced a new compliance requirement for visiting influencers and content creators: anyone not residing in the UAE who intends to publish paid promotional content while in the country—even temporarily—must now obtain a Visitor Advertiser Permit.
This update is part of the government’s ongoing efforts to regulate digital advertising, protect consumers, and ensure that all commercial activity complies with UAE laws, regardless of residency status.
Media Regulatory Office – E-Media & Visitor Advertiser Licensing
What Does the New Rule Require?
According to the UAE Media Regulatory Office, any non-resident influencer, vlogger, or content creator who plans to:
- Post promotional content on social media
- Collaborate with UAE-based brands
- Film commercial campaigns or endorsements
must now obtain a Visitor Advertiser Permit before publishing such content within UAE territory.
This applies even if the influencer holds valid licenses in their home country.
UAE Government Portal – Media Regulation Laws
Existing Residents: What About UAE-Based Influencers?
For UAE residents, the rules remain unchanged:
- If you’re promoting your own business via your own channels (and not other brands), you only need a valid Trade License.
- If you’re promoting other people’s brands, you must hold both:
- An E-Media License from the Media Regulatory Office
What If You’re Just Promoting Your Own Services?
If you’re a UAE resident promoting your own licensed business—such as a bakery, art studio, salon, or consulting service—on social media, you are not required to obtain an e-media/influencer permit. But you must have a valid trade license, and you cannot post about others’ services or products for compensation unless fully licensed as an influencer.
Federal Decree Law No. 32 of 2021 on Commercial Companies
Summary: Who Needs What?
| Type of Activity | 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 brands in UAE | Not accepted | Not accepted | Required |
| Non-commercial personal posts | Not needed | Not needed | Not needed |
Risks of Non-Compliance
Authorities are actively monitoring influencer activity. Failure to secure the appropriate license or permit can result in:
- Fines between AED 5,000 to AED 100,000
- Suspension of accounts
- Legal prosecution or deportation (for foreign violators)
Cabinet Resolution No. 42 of 2025 on Offences and Administrative Penalties in Media
Violations and Penalties: The UAE Media Council website
Advisory
If you’re an influencer visiting the UAE, a brand planning collaborations, or a business owner promoting through social media, you must align your operations with these updated regulations. Get tailored legal guidance to:
- Apply for Visitor Advertiser Permits
- Review and draft influencer contracts
- Ensure your social media content complies with UAE law
Stay creative—but stay compliant.
