The Advertiser Permit is the question new company owners ask us most about social media in the UAE. This page summarises the published guidance as we read it. It is not legal advice. The UAE Media Council’s own pages are the authority and they change, so check them before you rely on any summary.
What it is
A permit from the UAE Media Council for individuals who publish advertising content on social media from inside the UAE, paid or unpaid. It has been required since 1 February 2026. It sits under the UAE’s media law, Federal Decree Law No. 55 of 2023, whose regulation sets fines for violations.
Who is exempt
The guide exempts a person promoting their own products or a company they own, through their personal account. So:
- A founder posting about their own company on their own LinkedIn or Instagram is covered by the exemption.
- A sole trader promoting their own services on their own account is covered too.
Who needs it
- Creators and influencers who promote other people’s businesses, paid or with gifts. A business that hires a creator should check that the creator holds a permit and appears in the Council’s database.
- Individuals advertising for others on their accounts in general.
The grey areas
- Employees. Whether an employee who does not own the company needs a permit to post promotional content about it is not settled in the guidance. Until it is, keep staff posts to their work and knowledge. Check before they promote offers.
- Company accounts run by an agency. The guide addresses individuals. How it applies to a brand account managed by an outside team is not spelled out.
Content rules apply to everyone
With or without a permit, advertising content must be clear and must not mislead. Some sectors, such as real estate, health and finance, need their own approvals. Federal consumer protection law counts misleading prices or terms as misleading advertising, in free zones as well as on the mainland. Paid content should be labelled as such.
What a setup firm can tell its clients
The short version: owners promoting their own company on their own accounts are exempt. Anyone paid to promote someone else needs the permit. Employees are a question to check. Every advert must be honest whoever posts it.