UAE expands advertiser permit access for visiting content creators

Non-UAE content creators working with brands in the region will now have more routes to secure a mandatory advertising permit, following a move by the country’s media regulator to widen access.

The UAE Media Council, which regulates advertising in the country, has accredited four local agencies to process Visitor Advertiser Permit applications on behalf of foreign creators, expanding a system that previously required applicants to apply directly through it.

The change is intended to make the permit process more practical for visiting creators and brands, particularly those working on short-term campaigns, and to reduce administrative bottlenecks that had raised concerns about delays and accessibility.

Under the new arrangement, New Media Academy, Exposed, Agency971 and Imfluence have been formally authorised to handle permit applications for non-UAE creators, allowing applications to be managed through multiple accredited intermediaries and speeding up approvals.

Mike Alnaji, chief executive of Imfluence, said the accreditation reflected broader efforts to professionalise the influencer and creator ecosystem in the country.

“Our accreditation marks an important milestone in the professionalisation of the influencer space in the region,” Alnaji said in a statement. “We’re proud to be a trusted partner to the UAE Media Council, helping creators and brands collaborate confidently, compliantly and transparently.”

The UAE’s advertiser permit system was introduced in July and applies to anyone publishing promotional or advertising content in the country, regardless of whether the content is paid or unpaid. The requirement covers posts across social platforms including Instagram, TikTok and YouTube.

Under the framework, UAE citizens and residents are issued a one-year permit, while visiting creators receive a three-month permit that can be renewed. Visiting creators must apply through an accredited agency, hold a UAE-based contract, meet conduct requirements and comply with the country’s media content standards.

Not all social media activity requires a permit. Individuals promoting their own products or services through personal accounts are exempt, as are certain categories of educational or awareness content, subject to age and content guidelines.

The UAE Media Council said the expanded agency-led system forms part of a broader strategy to strengthen regulation and position the country as a well-governed hub for creator-led marketing. The changes are also intended to support brands seeking compliant creator partnerships and provide audiences with clearer, more transparent advertising across digital platforms.

The move reflects a wider trend of governments formalising rules for influencer and creator advertising, as regulation begins to catch up with the global creator economy.