The UAE has a new media regulator. Here is what it means for your brand

Many brand guidelines, influencer contracts and agency briefs in the UAE still mention the UAE Media Council. That body no longer exists. A Federal Decree-Law announced on 18 December 2025 created the National Media Authority, a federal authority that reports to the Cabinet, and gave it everything that previously belonged to the UAE Media Council, the National Media Office and the Emirates News Agency, WAM.

The people in charge

On 6 January 2026, the UAE President appointed Abdulla bin Mohammed bin Butti Al Hamed as chairman, having previously led both the Media Council and the National Media Office, with Mohammed Saeed Al Shehhi as vice chairman. In other words, the faces are familiar even if the name is new.

Its remit

• Proposing licensing rules for all media outlets and activities, digital media and publishing included.
• Setting content standards and monitoring what is published, printed or broadcast, in free zones as well as on the mainland.
• Accrediting media professionals.

The rules it applies

Advertising falls under the UAE media law, Federal Decree-Law No. 55 of 2023. Since 29 May 2025, a penalties regime set by Cabinet Resolution No. 42 of 2025 has been in force. It includes 20 mandatory content standards, advertising among them, with fines of up to one million dirhams, or two million for repeat cases. More routine breaches, such as operating without a licence or breaking advertising rules, are reported to carry fines between 5,000 and 40,000 dirhams.

Promoting brands online

Since 1 February 2026, anyone promoting products or services on social media in the UAE, whether paid or not, has needed an Advertiser Permit. Citizens and residents get it free for the first three years, renewed annually, and visitors can obtain a three-month permit through a licensed UAE agency. Promoting your own business on your own account, and educational content by under-18s, are exempt. Reported fines for promoting without a permit are 10,000 dirhams, and 40,000 for a second offence.

A recent reminder

On 29 September 2026, the authority said that creating AI images or videos of national symbols or public figures requires prior official approval, and that using AI to mislead, defame or attack social values is a violation. A similar warning was issued by the Media Council in September 2025, so this is a restatement under the new name, arriving just before National Day.

What to update now

• Change any reference to the UAE Media Council in your contracts and guidelines.
• Ask every creator you hire for their Advertiser Permit number and expiry date, and keep a record.
• Write the AI rule into creative briefs.
• Make clear labelling of paid content non-negotiable.
• If your business publishes its own media, such as a podcast or magazine, check whether it needs a licence.

Not sure your campaigns and creator partnerships are set up correctly under the new rules? ALXO can review them with you. Get in touch.