Media Licensing in the UAE

The United Arab Emirates has established one of the most sophisticated media regulatory frameworks in the region. With rapid growth in digital media, social platforms, and influencer marketing, the UAE government has introduced comprehensive licensing requirements to ensure transparency, accountability, and ethical standards across all media activities.

The National Media Authority: Your Regulatory Partner

In December 2025, the UAE government established the National Media Authority (NMA) through a Federal Decree-Law, replacing the UAE Media Council, National Media Office, and Emirates News Agency. This federal entity consolidates media governance under one unified structure, responsible for proposing strategic media directions, coordinating policies across entities, licensing and supervising all media outlets including digital platforms and free zones, monitoring content, accrediting media professionals, and enhancing the UAE's global reputation.

The media licensing system operates under Federal Decree-Law No. 55 of 2023 on Media Regulation, Cabinet Resolutions No. 41 and 42 of 2025 on fees and penalties, and Federal Decree-Law No. 34 of 2021 on Combatting Rumors and Cybercrimes.

Three Essential Licenses You Need

1. Trade License: Your Foundation

Every media professional earning income in the UAE must start with a trade license, whether operating as a freelancer or company. This foundational requirement allows you to legally operate, sponsor a UAE visa, sign contracts, and open business bank accounts.

2. E-Media License: For Digital Publishers

Once you have a trade license, anyone publishing paid content on social media must obtain an E-Media License from the National Media Authority. This license authorizes legal publication of paid content, covers all media formats from video ads to podcasts, and is mandatory under Federal Media Law No. 55 of 2023.

3. Advertiser Permit (Mu'lin): The Latest Requirement

Introduced in July 2025 and effective since late October 2025, the Advertiser Permit is mandatory for all promotional content on social media, whether paid or unpaid. Currently free for UAE citizens and residents for the first three years, this permit must be obtained through the National Media Authority's online portal and covers all social media platforms including Instagram, TikTok, and YouTube.

The permit applies to influencers promoting products or services, content creators with brand partnerships, freelancers creating sponsored content, businesses advertising on social media, and anyone posting affiliate marketing content. Exemptions include non-commercial personal content and age-appropriate educational, sports, cultural, or awareness content for individuals under 18.

Non-resident influencers visiting the UAE need a Visitor Advertiser Permit, valid for three months and renewable once, processed through a licensed advertising agency.

Media Content Standards: What You Must Follow

All media content in the UAE must respect divine and Islamic beliefs as well as all religions, the UAE's sovereignty and institutions, national directions and policies, foreign relations, UAE culture and values, national unity and social cohesion, individual privacy, and must avoid inciting violence, hatred, discord, or publishing rumors and false information. The National Media Authority has implemented 20 comprehensive content guidelines for compliance.

How to Apply for Your Licenses

For a trade license, choose your business structure, select an approved free zone or mainland jurisdiction, submit required documents, pay fees of AED 5,000-15,000, and receive approval. For the E-Media License, ensure you have a valid trade license, apply through the National Media Authority portal, submit documentation, pay the annual fee, and receive approval. For the Advertiser Permit, visit the official website, complete the online application, link all social media accounts (one permit covers all accounts), submit business activity information, and receive your permit currently free for residents.

Penalties: Why Compliance Matters

The UAE enforces media regulations with substantial penalties. Content violations lead to blocked content and platform takedowns, license issues can result in suspension or revocation, extreme cases may cause temporary shutdowns up to six months or permanent closure, and criminal violations may trigger legal proceedings.

Special Requirements for Broadcasting and Gaming

Radio and television broadcasting licenses require adherence to content standards, frequency allocation approval from the Telecommunications and Digital Government Regulatory Authority, specification of channel details and ownership, programming plans, and meeting additional licensing requirements. Broadcasters must maintain complete records for at least 12 months, display station logos during broadcasts, respect intellectual property rights, and comply with emergency instructions.

Video game trading and sales licenses are required for trading interactive and non-interactive games, and arcade games developed and distributed in the UAE, with obligations for age classification and content standard compliance. Foreign media organizations operating in the UAE, including those in free zones, must register and obtain accreditation from the National Media Authority.

AI-Powered Enforcement

In May 2025, the National Media Authority deployed an AI-powered monitoring platform that monitors all media content across platforms, identifies potential violations automatically, ensures rapid response to non-compliant content, and supports the UAE's vision as a global media hub. With 60% of advertising spend in the UAE being digital, this system represents a significant advancement in maintaining standards.

Practical Compliance Tips

Start with your trade license as it's required for all other licenses. Maintain proper documentation of brand partnerships and sponsored content, use proper disclosure hashtags like #ad or #sponsored, stay updated through the National Media Authority's website, seek professional advice for complex situations, plan for license renewals to avoid lapses, and apply early as grace periods have ended.

The UAE's Media Vision

The comprehensive licensing framework creates a professional digital ecosystem ensuring legitimate operators, protects consumers from misleading advertising, enhances content quality reflecting UAE values, builds global competitiveness as a leading media hub, supports innovation in AI, virtual broadcasting, gaming, and streaming, and ensures transparency around paid partnerships.

Your Next Steps

The UAE's media licensing system regulates the digital media landscape not to restrict creativity but to create a professional, ethical, and transparent environment. Whether you're an established media company, growing influencer, or freelance content creator, understanding and complying with these requirements is essential. The combination of trade licenses, E-media licenses, and advertiser permits ensures all commercial media activities operate within a clear legal framework.

With the National Media Authority's establishment in December 2025, the UAE has consolidated media governance under one powerful entity capable of adapting to fast-paced digital changes while maintaining national values and standards. If you're creating content or planning media activities in the UAE, visit the National Media Authority's website and ensure you have all required licenses. This investment protects your business and contributes to the UAE's vision of a world-class media ecosystem that balances innovation with responsibility, creativity with compliance, and commercial opportunity with cultural respect.