What it means for a Dubai business
The permit is aimed at individuals who advertise on social media from inside the UAE, including influencers and content creators, paid or unpaid. It has been required since 1 February 2026. The Council’s guide exempts a person promoting their own product or a company they own through their personal account, so an owner posting about their own business is covered by that exemption.
Two cases are less clear in the published guidance: an employee who does not own the business promoting it. A company’s brand account run by an agency. Check the Media Council’s current pages before staff post promotional content. Keep a record of what you checked.
Example
The founder of a setup consultancy posts about her firm’s services on her own LinkedIn. That falls under the owner exemption. When the firm pays a creator to make a Reel about it, the creator must hold a permit and appear in the Council’s database.
Common mistake
Assuming the permit is only for influencers with big followings. It is about advertising content, not follower count. This page is a summary, not legal advice.