The digital landscape of the United Arab Emirates is undergoing a major transformation following the announcement of the Media Council<\/strong> : From 2025, any content creator who posts promotional content on social media will be required to obtain a \u00abAdvertiser Permit\u00bb<\/strong>. This licence will apply to all influencers, whether they are paid or not, as well as to individuals or businesses that use their accounts to promote services, products or events.<\/p>\n\n\n\n This licence, which will be free for the first three years<\/strong>, will come into force within three months. This is an ambitious reform aimed at providing a better regulatory framework for a rapidly growing sector and at to professionalise digital advertising<\/strong>, which has become one of the region\u2019s main communication channels.<\/p>\n\n\n\n The Emirates are now home to thousands of active content creators, ranging from specialist micro-influencers to major regional celebrities. Whilst the sector is helping to boost the digital economy, it still faces a number of challenges: lack of transparency in partnerships<\/strong>, risks of commercial misinformation<\/strong> and difficulties for consumers in distinguishing between editorial content and promotional content<\/strong>.<\/p>\n\n\n\n The Media Council aims to address these challenges by introducing a a clear obligation to disclose advertising activities<\/strong>, through this new licence. This will make it possible to better identify reputable operators<\/strong>, to oversee their collaborations with brands and ensure that transparency rules are adhered to.<\/p>\n\n\n\n The Advertiser Permit is not merely an administrative formality. It represents a strategic step in the authorities\u2019 efforts to build a a more transparent and reliable digital ecosystem<\/strong>. Consumers, who are increasingly relying on influencers\u2019 recommendations when making purchases, must be able to be confident that promotional content complies with a clear regulatory framework<\/strong>.<\/p>\n\n\n\n By introducing this system, the Emirates are seeking to to build trust between designers, brands and the public<\/strong>, but also to to safeguard the country\u2019s reputation<\/strong> as a regional leader in digital regulation. This reform also reflects an alignment with the international standards for digital advertising<\/strong>, which has already been introduced in mature markets such as Europe and North America.<\/p>\n\n\n\n To encourage the adoption of this new rule, the Media Council has decided to make the licence free for three years<\/strong>. The aim of this free service is to not to stifle the creativity of young designers<\/strong>, whilst giving them access to the same opportunities as established influencers.<\/p>\n\n\n\n The process of obtaining the licence will be managed via a streamlined online platform<\/strong>, enabling designers to register, verify their details and obtain their licence in just a few steps. Once in force, this system will create an official database of authorised designers, which can be consulted by brands, agencies and the general public.<\/p>\n\n\n\n Companies and communications agencies will now be required to work exclusively with licensed creators. This measure is expected to lead to a greater professionalisation of the sector<\/strong>, by putting an end to informal practices and promoting creators who abide by the rules.<\/p>\n\n\n\n For brands, it also means the assurance of working with reliable partners who can guarantee a credible visibility that complies with regulations<\/strong>. This will make collaboration agreements clearer, obligations more clearly defined, and the risk of disputes or penalties reduced.<\/p>\n\n\n\n The introduction of the advertising licence should not be seen as a constraint, but rather as a an opportunity to shape a rapidly expanding market<\/strong>. By professionalising the influencer ecosystem, the UAE is providing a solid framework to attract further investment in digital advertising and foster the emergence of new talent.<\/p>\n\n\n\n This reform is part of the Emirates Vision 2031<\/strong>, which places digital transformation and modern governance at the heart of the country\u2019s development. By regulating advertising practices, the country is reaffirming its ambition to become a a leading regional centre for the digital economy<\/strong>, where innovation and regulation coexist harmoniously.<\/p>\n\n\n\n With the Advertiser Permit, the Emirates are setting a key milestone in the history of the online advertising in the Middle East<\/strong>. By making this licence compulsory for all content creators who publish promotional content, the Media Council aims to foster a climate of trust and professionalism.<\/p>\n\n\n\n Free for three years and open to everyone, this scheme recognises the committed and transparent designers<\/strong> enthusiasts, whilst reassuring brands and consumers. This is a pragmatic and visionary reform, which could inspire other countries in the region.<\/p>\n\n\n\n At a time when digital is becoming the primary channel of communication, this measure reinforces the Emirates\u2019 role as a pioneer in digital governance<\/strong> and ensures that creators have a more secure and valued future.<\/p>","protected":false},"excerpt":{"rendered":" Une nouvelle r\u00e9glementation pour encadrer la publicit\u00e9 en ligne Le paysage num\u00e9rique des \u00c9mirats arabes unis conna\u00eet une \u00e9volution majeure avec l\u2019annonce du Media Council : \u00e0 partir de 2025, tout cr\u00e9ateur de contenu qui diffuse du contenu promotionnel sur les r\u00e9seaux sociaux devra obligatoirement obtenir un \u00ab Advertiser Permit \u00bb. Cette licence concernera l\u2019ensemble […]<\/p>\n","protected":false},"author":8,"featured_media":18395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-18394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite"],"_links":{"self":[{"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/posts\/18394","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/comments?post=18394"}],"version-history":[{"count":1,"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/posts\/18394\/revisions"}],"predecessor-version":[{"id":18396,"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/posts\/18394\/revisions\/18396"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/media\/18395"}],"wp:attachment":[{"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/media?parent=18394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/categories?post=18394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dubairealestate.net\/en\/wp-json\/wp\/v2\/tags?post=18394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Why an advertising licence is becoming essential<\/h2>\n\n\n\n
A scheme based on a culture of trust<\/h2>\n\n\n\n
An accessible and inclusive driving licence<\/h2>\n\n\n\n
Implications for brands and advertisers<\/h2>\n\n\n\n
Regulation that opens up new prospects<\/h2>\n\n\n\n
Conclusion: a key milestone for digital advertising in the Emirates<\/h2>\n\n\n\n