What’s On/Influencer
Using AI to create images of UAE leaders or national symbols? Get approval first
The UAE's National Media Authority has said AI-generated images or videos of public figures and national symbols need prior official approval. With National Day approaching, here is what brands and creators should know.
Every year, the run-up to UAE National Day brings a wave of patriotic content from brands and creators. This year there is a new rule to keep in mind. On 29 September 2026 the National Media Authority said that using artificial intelligence to generate images or videos of national symbols or public figures requires prior official approval.
According to Gulf Today, the point was made by Saeed Al Eter, head of the UAE Government Media Office, at a Government Communication Network meeting where a guide to AI for government communicators was launched. No penalties were mentioned.
What falls under it
Two subjects were named. National symbols, such as the flag and the emblem, and public figures, which plainly includes the country's leadership. The rule concerns creating them with AI. Filming and photographing real events is a separate matter.
Generative tools make it tempting to produce a stylised scene of a leader or a national landmark in seconds. Under this statement, that now needs approval before it is published.
A new regulator
Many articles still refer to the UAE Media Council, but it has been replaced. A Federal Decree-Law dated 18 December 2025 created the National Media Authority, which took over the work of the UAE Media Council, the National Media Office and WAM. Any contract or guideline that names the old body is worth updating.
The Advertiser Permit at a glance
- Mandatory since 1 February 2026, after the deadline was extended to 31 January.
- Required for paid and unpaid promotion by citizens, residents and visitors.
- Free for residents for its first three years, with a one-year validity for residents and a three-month permit for visitors, applied for through licensed UAE agencies.
- Not needed for promoting your own business on your own account, or for under-18s creating educational, cultural, sports or awareness content.
Sources quote different fines. Gulf News gives a range of 5,000 to 1,000,000 dirhams, while Communicate reported up to 10,000 dirhams for missing the permit deadline. Higher figures shared online lack an official source.
Steps for brands
- Review your National Day ideas now. Anything relying on AI imagery of the flag, emblem or leaders needs approval or a rethink, and approval takes time.
- Prefer real photography and video for patriotic content, with the rights cleared.
- Write the rule into creator briefs and contracts.
- Check every UAE creator you work with has a current Advertiser Permit, and keep a record of it.
- Arrange visitor permits through a licensed agency before a visiting creator films.
- Label paid content clearly every time.
In Saudi Arabia, creators need a Mawthooq licence, in force since October 2022, and foreign creators must work through licensed Saudi entities. We found no change to it in September or October 2026.
Planning National Day content or an influencer campaign in the UAE? ALXO can help you create it properly and within the rules. Speak to our team.
