The digital content landscape in the UAE is shifting quickly, and for social media influencers and content creators, the changes are impossible to ignore. A new media regulation law now requires anyone engaging in commercial activities online, from affiliate marketers and brand ambassadors to full-time YouTubers and Instagram stars, to hold not just a media licence, but a business licence as well. If you're making money online in the UAE, you're officially in business and the government wants you to operate like it.
This new regulation is part of the UAE’s broader Digital Participation Policy, designed to bring more structure, transparency, and professionalism to the growing influencer economy. The aim is to ensure that content aligns with national values, public morality, and cultural standards, while also promoting trust in the digital media space. In other words, being an influencer is no longer seen as a casual gig—it’s now treated as a regulated commercial enterprise.
To comply with the law, influencers must first obtain a business licence, which can be issued as a freelance permit or a trade licence through recognised free zone authorities or the Department of Economic Development (DED). Once that’s in place, they can apply for a media licence from the UAE Media Council. Without both, any kind of monetised content creation, whether that’s through sponsored posts, product placements, or affiliate links, is considered unlawful.
To ease the shift, the UAE Media Council is currently waiving media licence fees for three years. However, business licences are still payable and can vary in cost depending on the type and jurisdiction. This cost can be significant for smaller creators, particularly freelancers who operate on tight budgets. Still, the message from the government is clear: if you're profiting from your online presence, you’re running a business and you need to register accordingly.
Non-compliance is not a small matter. Those who flout the new rules could face escalating fines, and repeat offenders may see their accounts suspended or even permanently shut down. The penalties are meant to reinforce a broader shift in mindset: creators must now take responsibility for their role in the digital economy. With that responsibility also comes a list of content standards. Influencers are expected to avoid material that disrespects religion, national identity, or public morality, and all paid content must be clearly disclosed.
This new law might feel like a bold move but the UAE is far from alone in its efforts to tighten control around influencer marketing. Across the globe, similar regulations are emerging, signalling a broader trend of bringing legitimacy and accountability to what was once a grey area of digital commerce.
In the United Kingdom, there is no licensing requirement, but advertising is strictly monitored by the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA). Influencers must clearly label gifted items, paid collaborations, or affiliate links. Failure to do so can lead to reputational damage and possible legal action. Income earned from such activities must also be reported to HMRC for tax purposes.
Over in the United States, the Federal Trade Commission (FTC) enforces similar disclosure rules. Influencers are required to tag sponsored posts appropriately and declare all material connections to brands. Those who fail to comply can face penalties, and income must be filed as business revenue with the IRS.
Saudi Arabia has taken an approach quite close to the UAE’s. Influencers must apply for a licence from the General Commission for Audiovisual Media (GCAM), costing around £3,000 and valid for three years. Foreign influencers visiting the country also need special permits if they wish to promote brands while on Saudi soil.
Meanwhile, Indonesia has focused on taxation, with its government now requiring influencers to declare income from online activity. Tax authorities have even started using social media posts as evidence to catch unregistered influencers.
In Australia, while a licence isn’t necessary, the Australian Competition and Consumer Commission (ACCC) has been actively enforcing advertising transparency. Influencers must disclose any form of paid promotion, and just like in the UK, they’re expected to register as a business or sole trader for tax purposes.
France has introduced some of Europe’s strictest influencer regulations. In 2023, the country banned influencers from promoting certain products, including cosmetic surgery, nicotine, and gambling, without prior approval. All paid posts must be disclosed, and content creators must register their commercial activities. Violators could face fines up to €300,000 and two years in prison.
India is also cracking down. The Ministry of Consumer Affairs now requires influencers to disclose paid partnerships clearly using tags like #ad or #sponsored. Non-disclosure can lead to fines up to ₹50 lakh (around £50,000). Creators also need to comply with GST regulations if their income exceeds specific thresholds.
What’s happening in the UAE is part of a much larger movement. Countries around the world are waking up to the power of online influence and the economic and cultural impact that comes with it. Whether through taxation, disclosure enforcement, or licensing requirements, governments are reshaping the landscape of content creation into something far more formal and regulated.
For influencers, that means more paperwork but also more recognition. The era of casual, unregulated influencing is coming to an end. In its place is a new professional class of digital entrepreneurs, expected to follow laws, pay taxes, and uphold content standards. Whether you're posting beauty tutorials, comedy sketches, or business advice, the message is clear: influence is a business now, and it must be treated like one, everywhere.
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