Generally, the promotion of products or services through social media or other modern technological means in the United Arab Emirates is subject to a specific regulatory framework supervised by the UAE Media Council, which aims to ensure that advertising content complies with the applicable rules and to protect the public from misleading or irregular advertising.
Under the Advertiser Permit regulation of 2025, based on Decision No. (3) of 2025 and Federal Decree-Law No. (55) of 2023, any “individual”, whether a citizen, resident, or visitor, who disseminates advertising content on digital platforms from within the territory of the UAE must, as a general rule, obtain an Advertiser Permit in advance. This requirement applies regardless of whether the advertising activity is remunerated, covering content promoted “with or without compensation”.
In particular, the permit is not required where an individual promotes a product or service of their own, or of a company they own, through their personal account, nor where the content is published exclusively for non-commercial purposes, such as charitable activities. These exemptions do not apply to professional or commercial real estate advertising, for which the Advertiser Permit remains mandatory.
The issuance of the Advertiser Permit is also conditional upon the prior existence of a valid commercial licence covering electronic media or digital marketing activities, known as an Electronic Media Trade License, issued by the competent authority of each Emirate.
The aforementioned commercial licence must include economic activities compatible with advertising or digital marketing, such as advertising services via electronic websites, social media marketing, or marketing operations management, in accordance with the terminology adopted by each local authority. In Dubai, for example, the competent authority is the Department of Economic Development (DED), while in Abu Dhabi it is the Abu Dhabi Department of Economic Development (ADDED).
In addition, the applicant must meet specific eligibility and conduct criteria, including: (i) a minimum age of 18 years; (ii) no convictions for crimes involving dishonour or breach of trust; (iii) no prior history of licence revocation or closure of a media establishment; and (iv) no outstanding financial liabilities towards the Media Council. The permit is valid for one year for citizens and residents, subject to renewal, and for an initial period of three months for visitors, with the possibility of extension for up to six months.
Once the Advertiser Permit is granted, the holder must comply with relevant obligations, including the requirement to clearly display the permit number on all social media accounts, the prohibition against publishing false or misleading information, and the duty to obtain all additional sector-specific authorisations applicable to the advertised content. Furthermore, the permit holder must be duly
registered for tax purposes in the UAE and hold a Tax Registration Number (TRN), in accordance with local tax legislation.
The process for issuing the Advertiser Permit is free of government fees, and applications are reviewed by the Council within approximately three business days, provided that all required documentation is properly submitted. The provision of incorrect information or failure to comply with regulatory obligations may result in the suspension or cancellation of the permit, in addition to potential administrative sanctions.
Real Estate Industry
In the context of the real estate sector, although a Real Estate brokerage firm may freely promote and advertise their own firm on social and media platforms (similar with the treatment of other industries), for the marketing and promotion of client properties, the regulatory framework adopts a more stringent approach, as real estate advertising is classified as a specialized advertisement. This classification requires the obligation for the advertiser to obtain specific prior approval from Trakheesi in the Emirate of Dubai (similar approvals are also required in other Emirates); for each campaign or advertising content related to the sale or lease of clients real estate. There is no need to obtain the Advertising Permit for this purpose, as the description of the activity of “Real Estate Buying and Selling Brokerage” provides as follows and covers marketing of clients properties:
“The activity includes firms that mediate between the seller and buyer in Real Estate transactions, including both completed and off-plan properties, provided the projects are registered with the Real Estate Regulatory Agency and have an approved escrow account. Brokers also handle marketing and promotion of properties through unified contracts and agreements approved by the Real Estate Regulatory Agency”.
However, for individual real estate broker agents intending to promote property listings through their personal social media or other digital platforms in the United Arab Emirates they must obtain an Advertiser Permit from the UAE Media Council prior to publishing advertising content on such platforms.
Our team has extensive experience in this area and would be happy to answer any questions you may have or guide you through the applicable process to ensure compliance – get in touch today.
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