Licensing for Social Media Influencers in the UAE

Introduction

The United Arab Emirates, specifically the emirates of Dubai and Abu Dhabi, have established legal frameworks to regulate the work of social media influencers and ensure transparency and credibility in paid content. This regulation includes obtaining an Influencer License, which is a mandatory requirement for anyone earning money from promotional posts.

Why Do You Need an Influencer License?

The UAE imposes strict regulations on online commercial activities, particularly in the field of influencer marketing, to ensure compliance with local laws, combat illegal content, and protect consumers from misleading advertisements. Under the new legislation, all influencers receiving payment for their promotional content must obtain a license from the relevant authorities.

Types of Influencer Licenses

There are several types of influencer licenses available in the UAE, depending on the nature of the work and commercial agreements:

• Individual License: For influencers who operate independently.

• Partnership License: For a team of influencers working together under a business entity.

• Agency License: Granted to influencers who contract with licensed influencer agencies.

Procedures for Obtaining an Influencer License in the UAE

1. Influencer License in Dubai

In 2018, the National Media Council (NMC) introduced the Electronic Media License, a special license for influencers receiving payment for their posts. This license is valid for one year only and can be renewed.

2. Influencer License in Abu Dhabi

As of July 1, 2024, it has become mandatory for social media influencers to obtain a permit from the Department of Economic Development (DED) in Abu Dhabi.

Exemptions and Requirements:

• Government entities are not exempt from this requirement.

• Branches of companies outside Abu Dhabi must obtain the necessary permits.

• Foreign nationals can apply, provided they have a UAE identity card or a unified number.

Penalties and Fines

Failure to comply with the regulations can result in strict penalties, including:

• A fine starting from AED 5,000 for influencers engaging in paid promotions without a license.

• For repeated violations, social media accounts may be suspended.

• Companies working with unlicensed influencers may face fines up to AED 10,000, along with potential administrative closure.

Rules Influencers Must Follow

To ensure compliance with media regulations, influencers in the UAE must avoid:

• Promoting alcoholic beverages or any products that violate UAE laws.

• Using false or misleading language in advertisements.

• Violating privacy rights or engaging in defamation.

• Publishing content that contradicts Islamic values or incites hatred.

• Criticizing the government or leadership in an inappropriate manner.

Do All Influencers Need a License?

Not necessarily. Some cases do not require an Influencer License, such as:

• Influencers who do not receive direct payment for their posts.

• Bloggers reviewing products without financial compensation.

• Individuals promoting their own personal brands.

However, once an influencer receives any agreed-upon monetary or in-kind compensation for advertising, obtaining a license becomes mandatory.

Conclusion

The Influencer License in the UAE represents a significant step toward regulating the digital marketing sector and ensuring the delivery of credible and transparent advertising content. Whether you are an independent influencer or working under an agency, obtaining an official license protects you legally and enhances your credibility.