Advertising Law UAE 2025: Rules, Restrictions & Compliance

Since 30 July 2025, an individual who advertises on social media in the UAE must hold an Advertiser Permit from the UAE Media Council, unless an exemption applies. That is so whether or not any financial compensation is involved. The permit comes on top of the standards that apply to all advertising in the UAE. Businesses and content creators must also comply with a set of regulations, including Federal Decree-Law No. 55 of 2023 on Media Regulation and various ministerial decisions. Non-compliance can lead to significant penalties, reputational damage and operational disruptions.

Personal and professional accounts are both covered

The UAE Media Council introduced the Advertiser Permit system to regulate digital advertising. Its primary objectives are to foster a transparent and organised digital advertising environment, enhance content quality and protect the public from misleading advertisements.

The permit is mandatory for individuals who publish promotional content on social media. This includes influencers, content creators and anyone promoting products or services through their personal or professional social media accounts. There are specific requirements and exemptions.

Citizens and residents

Citizens and residents must be at least 18 years old, be of good conduct and obtain a trade licence for electronic media practice from the relevant authority. The permit is valid for one year and is renewable. For UAE citizens and residents, the permit is issued free of charge for three years as a supportive measure for content creators.

Visiting content creators

Visiting content creators must apply for a Visiting Advertiser Permit. Registration must be completed through a licensed advertising agency or talent management agency accredited by the UAE Media Council. This permit is valid for up to three months and can be extended for a similar period.

Exemptions

Certain individuals are exempt from obtaining an Advertiser Permit:

• individuals advertising their own products or services, or those of a company they own, via their personal accounts;
• individuals under the age of 18 who engage in educational, sports, cultural or awareness-related activities, in line with age classification legislation.

The permit number must appear on every advertising account

Permit holders are subject to several key obligations to maintain compliance:

• adherence to media content standards;
• ensuring the advertiser is not a fake entity or using a pseudonym, and that agreements are not conducted through fictitious bank accounts;
• clearly displaying the permit number on all social media accounts used for advertising;
• publishing advertisements exclusively through accounts registered with the UAE Media Council and linked to the issued permit;
• not allowing other persons or parties to advertise through their registered account;
• obtaining the necessary approvals from relevant authorities before publishing any advertisement, as mandated by applicable laws.

Truth, disclosure and respect for public morals

Beyond the Advertiser Permit, all advertising in the UAE is subject to overarching standards designed to uphold public interest, health and morality. These standards are enshrined in various federal and local laws, including Federal Decree-Law No. 55 of 2023 on Media Regulation. Advertisements must be truthful, non-misleading and respectful of cultural and religious sensitivities.

Several core principles guide ethical advertising in the UAE:

• Transparency. Advertisements must clearly disclose their commercial nature. Hidden advertising or undisclosed endorsements are strictly prohibited.
• Accuracy. All claims made in advertisements must be factual and verifiable. Misleading information, exaggerations or false promises are not permitted.
• Public morality and values. Advertisements must align with the UAE's cultural norms, Islamic values and public decency. Content featuring nudity, sexual suggestiveness or anything conflicting with moral standards is prohibited.
• Protection of minors. Advertisements targeting children must be crafted with extreme care, avoiding content that could be harmful or exploitative or could encourage unsafe behaviour.
• Fair competition. Advertisements should not unfairly disparage competitors or their products or services.

What an advertisement may not contain

The UAE maintains strict prohibitions on certain types of advertising content. These include, but are not limited to:

• content that is contrary to public morals, ethics or religious beliefs;
• advertisements that promote illegal activities, products or services;
• content that incites violence, hatred or discrimination;
• advertisements that are misleading or deceptive, or that contain false claims;
• content that infringes intellectual property rights;
• advertisements for tobacco products, alcoholic beverages (with specific exceptions for licensed venues) and certain pharmaceutical products without proper approvals.

On intellectual property rights, see our intellectual property law advisory and trademark registration services.

Consumer protection reaches what an advertisement leaves out

Federal Law No. 15 of 2020 on Consumer Protection, alongside other regulations, safeguards consumers against unfair advertising practices. That includes making sure consumers receive accurate information and are not subjected to deceptive marketing tactics.

Consumers have the right to receive truthful and clear information about products and services. Advertisements must not omit material facts that could influence a consumer's decision. Any advertisement that, through its content, presentation or omission, is likely to deceive the average consumer is prohibited. This extends to claims about product origin, quality, price and benefits.

Using consumer data to target advertisements

Digital advertising also engages the UAE's Data Protection Law, Federal Decree-Law No. 45 of 2021 (the PDPL). It prohibits the unapproved use of consumer data for targeted advertisements without explicit consent, which underlines the importance of privacy in marketing. Businesses must ensure that their data collection and usage practices comply with PDPL requirements, which can be complex. For guidance on those requirements, you can consult our data privacy law advisory team.

Online, print, broadcast and outdoor advertising

The specific rules can vary depending on the medium used. General principles apply, but each platform has its own regulatory considerations.

Digital advertising

Digital advertising, covering social media, websites and mobile applications, is subject to the most dynamic regulatory changes. The Advertiser Permit system is a prime example of the UAE's efforts to bring order to this space. Digital advertisements must also comply with:

• E-commerce regulations. Businesses engaged in online sales must adhere to e-commerce laws. These often include specific requirements for advertising product prices, terms of sale and consumer rights.
• Influencer marketing guidelines. Beyond the Advertiser Permit, influencers must clearly disclose sponsored content using appropriate hashtags, for example #ad or #sponsored, to maintain transparency.

Print, broadcast and outdoor

Traditional advertising media are governed by established regulations, which often require pre-approval from relevant authorities.

• Print. Advertisements in newspapers, magazines and other print publications must comply with content standards. They often require submission to media regulatory bodies for review.
• Television and radio. Television and radio advertisements are subject to strict guidelines on content, timing and audience suitability. They typically require approval from the UAE Media Council (formerly the National Media Council) or other designated authorities.
• Outdoor. Billboards, signage and other outdoor advertisements must adhere to local municipal regulations on size, location, content and aesthetic standards.

Penalties range from fines to imprisonment

Federal Decree-Law No. 55 of 2023 on Media Regulation and its executive regulations set out a schedule of fines and punitive measures. Violations of advertising laws in the UAE can result in significant penalties, from fines to imprisonment, and in the removal of offending content. Violations related to the Advertiser Permit, for instance, can lead to substantial financial penalties. Repeated offences may result in the suspension or revocation of the permit.

Ignorance of the law is not an excuse. Proactive compliance, including regular review of advertising practices and legal consultation, is essential to mitigate these risks. Our corporate law team can advise on whether your advertising campaigns meet the legal requirements.

Disclaimer: the information in this article is for general informational purposes only and does not constitute legal advice. Seek professional legal advice on your specific circumstances before making any decision or taking any action based on it.

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