Platformance: UAE Advertiser Permit is a critical step toward cleaner, smarter advertising

Platformance has welcomed the UAE Media Council’s Advertiser Permit as a strategic advancement in the country’s digital economy. The new requirement, which mandates a permit for individuals who share promotional content on social platforms, introduces structure to one of the region’s fastest growing industries: creator monetisation

More than a compliance tool, the Advertiser Permit provides the foundation for a cleaner, more effective digital advertising ecosystem. For Platformance, which supports over 11,000 creators across the region through its technology platforms, the permit sets a clear standard for how content should be commercialised, approved, and distributed.

“We support any action that raises the bar for digital advertising in this country. The Advertiser Permit creates a safer, more transparent environment, not just for brands and creators, but for audiences. It removes bad actors, cuts down ad fraud, and puts stricter controls in place for how attention is bought and sold. That is the future of credible growth.”

What the permit unlocks

The policy introduces more than regulatory formality. We believe it marks a transition point in how the region defines media quality and value.

• It filters out low quality content, as creators must now operate with clear intent and registration
• It removes ambiguity around payment, platform integrity, and creator client responsibilities
• It reduces ad fraud and false claims by tying promotional activity to verified identities and legal approval
• It upgrades content standards by focusing the market on creators who are serious, accountable, and commercially ready

This shift allows regulated sectors such as finance, healthcare, and government to collaborate with creators under a protected and auditable framework, opening up new opportunity for the creator economy, while ensuring public safety and trust.

A global trend, led differently

Countries including France, Italy, and Saudi Arabia have introduced regulatory structures to govern influencer activity. The UK and US operate under strict disclosure rules supported by enforcement authorities. Each model has contributed to stronger outcomes for creators and brands alike.

The UAE takes this a step further by issuing a permit. Rather than encouraging best practice through soft policy, it builds the infrastructure to make it mandatory. This positions the UAE as a proactive leader in formalising digital monetisation.