The UAE’s Media Council is making it mandatory for social media content creators generating paid or unpaid promotional content online to get advertiser licenses, according to a statement. This also means that businesses can only engage licensed individuals for social media promotions. The permit requirement will come into effect within three months.

The good news is: You don’t have to pay — for now. All new permits, including renewals, will be granted without charge for three years.

Travel vloggers be mindful: The regulation also extends to visiting content creators, who will need a Visitor Advertiser Permit — valid for three months — to promote content in the UAE. Visitors will be expected to register through a licensed, Council-approved advertising or talent management agency in the UAE. Visitor permits can only be extended once for another three months.

Who’s exempt? Social media users promoting their own products or their own firms through personal accounts are exempt. Similarly, individuals under 18 who generate educational, athletic, cultural, or awareness content also won’t need the permit.

Hand of law extends: Permit holders must stick to the UAE’s media content standards and display their permit numbers on social media profiles. All advertisements must be published through an individual's registered and permitted account, and account holders can’t allow others to advertise using their account.

Tags: