Advertiser Permit – a new document for bloggers in the UAE

In October 2025, the UAE government introduced a new document required for anyone publishing advertising in the country, whether paid for by a sponsor or published free of charge. For over three years, we have been assisting UAE entrepreneurs with all legal, tax, and banking issues through our Dubai office. This time, having learned of this change in advance, we alerted our clients, who were able to prepare for the new requirements. Let's explore together what this new advertising permit is and who it is intended for.

The Advertiser Permit is part of the already extensive and well-developed system of media regulation in the UAE, administered by the UAE Media Council, a government body. As stated on the government website, the Advertiser Permit was created to regulate and develop the advertising content economy, protect the public from misleading content, and enrich the media space with high-quality advertising content.

First, let's note that this document is intended for two categories of creators: UAE citizens/residents and visitors to the country. The former category is exempt from the permit fee for the first three years, with annual renewal required.

As for the latter category, we believe the most interesting and attractive aspect of this change is that, starting in October 2025, even those visiting the UAE temporarily on a tourist visa can legally publish advertising content. Previously, bloggers/influencers with UAE tourist visas were prohibited from doing so within the country, but now they can do so for up to three months (with the possibility of an extension for the same period). This type of permit is called a Visiting Advertiser Permit, which, unlike the Advertiser Permit, requires a fee. Registration as a "temporary advertiser" is also completed through a licensed advertising agency or talent management agency authorized to operate in the UAE and approved by the competent authority.

To obtain an Advertisement Permit, the following criteria must be met:

• The applicant must be at least 18 years old (exceptions may apply).
• No previous violations of media content regulations.
• UAE citizens and residents must have a trade license for electronic media activities issued by the relevant authority.
• For visitors to the UAE, permits can only be obtained through specially accredited advertising agencies or talent management agencies.

However, as with any rule, there are exceptions. Specifically, the following advertising content creators are exempt from obtaining an Advertisement Permit:

• Individuals advertising their own goods or services, or the products of a company they own, through personal accounts.
• Individuals under 18 years of age who publish educational, sporting, cultural, or educational content, in accordance with the age classification established by law.

Please note that it's important not only to obtain an Advertiser Permit but also to adhere to certain rules going forward:

1. Comply with media content standards (read our detailed article on this link).
2. Ensure that the advertiser is not a shell company or someone using a pseudonym, and that payments are not made through a bank account with a false or counterfeit identity.
3. Include the permit number on your social media accounts.
4. Only advertise through accounts registered with the authorized body and linked to the issued permit.
5. Do not allow other individuals or organizations to advertise through your registered account.
6. Obtain approval from the relevant authorities before publishing advertisements, if required by applicable laws.

If you live and work in the UAE and want to collaborate with brands to advertise their products or services, or are visiting the UAE for a short period of time for similar purposes, contact us – we will help you obtain all the necessary documents for your development and peace of mind.

Lidia Ivanova

International lawyer
Antwort Law