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UAE Advertiser Permit – All What You Need to Know

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The UAE Media Council’s Advertiser Permit (Mu’lin) is a digital license introduced under Federal Decree‑Law No. 55 of 2023 on media regulation. It is mandatory for anyone—residents, companies or visitors—publishing promotional content (paid, gifted or barter) on social media, websites or apps. The permit aims to professionalize influencer marketing and protect consumers by ensuring transparency and adherence to cultural standards. Following an extension, the application deadline is 31 January 2026, giving influencers and advertisers extra time to comply.

Who Needs the Permit?

  • Content creators, influencers and freelancers promoting products or services online.

  • Businesses and agencies conducting digital advertising in the UAE.

  • Visitors posting paid promotions while in the country must obtain a Visitor Advertiser Permit through a UAEMC‑licensed agency.

  • Exemptions exist for individuals promoting their own businesses or minors under 18 engaged in educational/cultural content.

How to Apply

  1. Register on the UAE Media Council’s eServices portal and create an account.

  2. Provide details and documents, including Emirates ID, passport, trade or freelance license, and social‑media handles. For residents, holding a valid trade or freelance license listing electronic media activities is mandatory.

  3. Submit the application online; permits for citizens/residents are free for the first three years and valid for one year. Visitor permits are valid for three months, renewable once.

  4. Display the permit number on all advertising accounts and post through registered accounts.

Penalties for Non‑Compliance

Operating without the required advertiser permit can lead to heavy fines—from AED 20,000 up to AED 1 million for repeated or serious violations. Unlicensed media activity incurs fines of AED 10,000 for a first offence and AED 40,000 for repeat offences. Permits may be suspended or revoked, and content can be removed.

Tips for Agencies and Brands

  • Verify influencer compliance: ensure all contracted creators hold the necessary trade license and advertiser permit, and keep records for at least three years.

  • Include permit clauses in contracts and check permit numbers before publishing campaigns.

  • Educate staff and clients on the permit requirement and integrate permit checks into workflow; visitors should apply before arriving in the UAE.

A concise understanding of the Advertiser Permit helps influencers and agencies stay compliant while contributing to a transparent and professional digital advertising landscape in the UAE.

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