The UAE has specific regulations governing online content, social media, advertising, and publishing. Businesses operating digital channels and publishing content in or about the UAE must understand these rules. Here is a 2025 guide.
UAE National Media Council (NMC)
The UAE National Media Council (NMC) regulates: all published media in the UAE (print, digital, broadcasting), advertising content, social media accounts with commercial activity, and content created in or about the UAE. NMC licence requirement: businesses operating a media platform, online store with UAE-targeted advertising, or social media account used for commercial purposes may need a NMC digital media licence. Cost: AED 2,000–15,000 depending on category. Exemption: personal social media accounts with non-commercial content are generally not subject to NMC licensing.
UAE Advertising Standards
Advertising in the UAE must comply with: No alcohol advertising in public media. No tobacco advertising (any format). Modest dress standards in images (particularly for outdoor advertising). Arabic language requirement: for consumer-facing marketing material, Arabic must be equally prominent (particularly in physical marketing). No comparative advertising that directly disparages a competitor by name (unfair competition law). No misleading claims (Consumer Protection Law). Religious content standards: content that could be considered disrespectful to Islam or other religions is prohibited.
Social Media Influencer Regulations
Since 2018: UAE social media influencers who receive payment or gifts for promotion must: hold a National Media Council influencer licence (AED 15,000/year), disclose paid partnerships clearly (“Paid partnership” or “Sponsored” labels in Arabic and English), and not promote products that violate UAE advertising standards. Penalty for unlicensed paid influencer content: fines up to AED 5,000 per post and potential deportation for non-UAE nationals.