A Visitor Advertiser permit is mandatory for visitors intending to create or publish promotional content.
Dubai: Visitors to the UAE planning to collaborate with brands on social media should ensure they meet one key requirement before publishing promotional content.
The National Media Authority (NMA) has reminded visiting content creators that they must obtain a Visitor Advertiser permit before sharing advertising content in the UAE.
“If you are a content creator visiting from outside the UAE and wish to publish advertising content within the country, make sure to obtain a ‘Visitor Advertiser’ permit by registering with one of the National Media Authority’s licensed and approved advertising agencies or talent management agencies,” the Media Regulatory Office said in a Facebook post.
What is the Visitor Advertiser permit?
The Visitor Advertiser permit is part of the UAE Media Council’s regulatory framework aimed at creating a more flexible media environment that keeps pace with the rapidly evolving digital content industry while reinforcing the UAE’s position as a regional hub for creative media.
The permit is specifically intended for visitors who plan to create or publish advertising content during their stay in the UAE. It applies to promotional posts shared on social media, whether the creator is compensated with cash, free products, services or any other non-monetary benefits in exchange for the content.
Why was it introduced?
According to the National Media Authority (NMA), the Visitor Advertiser permit was introduced to regulate advertising activities carried out by visitors in line with the UAE’s media regulations and to enhance the credibility of promotional content published on social media.
The permit also aims to support the sustainability and competitiveness of the UAE’s digital media sector, protect the public from misleading or non-compliant advertisements, and provide visiting content creators with a clear and approved regulatory framework for brand collaborations.
How long is it valid?
The Visitor Advertiser permit is valid for three months from the date of issue. It can be extended for another three months, provided the total validity period does not exceed six months.
Any extension is subject to the payment of the applicable fees.
Who is eligible?
To apply for a Visitor Advertiser permit, visitors must first register with an advertising agency or talent management agency accredited by the UAE Media Council.
The advertising contract must be signed between the brand and the UAE-based agency, which serves as the visitor’s representative and is responsible for ensuring compliance with all contractual obligations.
Applicants must also meet the following eligibility criteria:
- Be at least 18 years old, unless exempted by the UAE Media Council.
- Have good conduct and reputation.
- Not have been convicted of a felony or an offence involving moral turpitude or dishonesty, unless they have been officially rehabilitated.
Applicants must also ensure that any promotional content complies with the UAE Media Council’s Media Content Standards. In addition, they are required to complete any training or awareness programmes announced by the council, have no outstanding financial obligations to the authority, and must not have had a previous permit revoked.
How can visitors apply?
Applications for the Visitor Advertiser permit must be submitted through a licensed advertising agency or accredited talent management agency in the UAE via the UAE Media Council’s official website.
The application must include the relevant agreement between the visiting content creator, the UAE-based agency and the advertiser or brand.
The latest reminder is intended to help visiting content creators understand the requirements for working with brands in the UAE and ensure their promotional activities comply with the country’s media regulations.
