UAE moves to regulate booming influencer industry with new licensing laws

The United Arab Emirates is tightening control over its booming influencer industry, announcing that social media content creators will soon be required to obtain official permits before posting promotional content.

Starting in October 2025, the new rules will apply to anyone monetising their online presence, including individuals, agencies and corporate accounts.

The UAE Media Council introduced the changes under Federal Decree Law No. 55 of 2023 and Cabinet Resolution No. 20 of 2025. The regulations seeks to distinguish between casual content creators and professional influencers, turning content creation into a licensed business activity.

According to the law, creators must now obtain both a business licence and a media licence. A third permit, required for advertising or promotional content, was announced on 30 July and will become mandatory within three months.

The business licence, typically issued through local economic departments or free zones such as Dubai Media City or Sharjah Media City, allows creators to register their work as an official trade activity and also makes them eligible for visas.

The media permit, issued by the UAE Media Council, costs 1,000 dirhams per year (around $300). Fees for the advertiser permit will be waived for the first three years.

The UAE's influencer marketing sector is one of the fastest-growing in the region, valued at $69 million in 2024 and projected to reach nearly $97 million by 2030, according to Aletihad Daily.

The government says the new licensing model will bring more transparency and accountability to a sector that has outpaced traditional advertising and become central to brand engagement and public discourse.

The rules are intended to "protect consumer rights, ensure ethical content, and maintain cultural sensitivities", according to the decree.

Social media influencers are already subject to additional scrutiny under the country’s Securities and Commodities Authority, while violations of media laws can result in fines, suspended licences, or criminal charges.

The announcement marks a major shift in how the creator economy operates in the Gulf. Saudi Arabia already requires influencers to pay $4,000 for a three-year licence, and other countries in the region are expected to introduce similar regulations as digital marketing continues to grow.

The UAE has become a regional hub for content creators, with around 45 percent of MENA-based influencers citing the country as their preferred location due to its infrastructure, audience reach, and commercial opportunities.

Industry trends increasingly favour micro and nano influencers over celebrities, as their smaller audiences tend to show higher engagement rates. In the UAE, engagement for nano influencers can reach up to eight percent, well above the global average of two to four percent.