UAE’s new media law: How influencers, content creators navigate changing regulations

From brand partnerships to sponsored posts, content creators are now navigating a more tightly regulated landscape as the UAE’s new media law comes into effect. Influencers and digital creators are taking a closer look at how the sweeping regulations could reshape the way they work.

While the law is designed to promote ethical content and responsible communication, it also introduces new licensing requirements and hefty fines for violations. As a result, creators are raising questions about what constitutes “media activity” and how they can be compliant.

Some influencers have expressed concerns about accidentally breaking the rules, even with the best intentions.

“There’s a fear of unknowingly violating something,” said Mohammed Mussab, a UAE-based content creator who often collaborated with wellness brands. “Even with a licence, you’re not always sure what’s allowed and what could get flagged.”

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The new media law, which came into effect on May 29, introduced a wide-ranging regulatory framework aimed at fostering responsible content and protecting social values. It applies to licensed media outlets, influencers, and digital creators operating professionally in the UAE — even those based in free zones. It sets clear rules around licensing, fact-checking, and respectful communication.

To better understand the law, some content creators have reached out to the National Media Council for clarification. Emma Brain, a media professional and coach, was pleasantly surprised by how accessible the process was.

She had planned to launch a website offering guidance and reviews for people over 40, but she wasn’t sure if the new regulations would apply to her.

“They (National Media Council) explained that my website was totally fine, but since I intended to review products, they advised me to get a marketing management licence through the Dubai Department of Economy and Tourism (DET), which cost about Dh1,000. Once I got that, they even offered a free media licence for three years,” she said.

Emma was relieved at how quickly the process went. “I got the DET licence approved in minutes. The media licence will take 10-15 days, but already covered for what I need. It’s a weight off my shoulders.”

Emma encouraged others to reach out directly to authorities if they hae doubts. “They were so helpful. Don’t guess. Just ask. It’s better to be safe and know exactly what to do,” she said.

Others in the industry see the new rules as an opportunity to improve internal process, which they say is a step in the right direction.

“It already changed the way we sign contracts and run campaigns,” said Wissam Mustafa, head of communications at a local production firm. “We’re now updating our internal processes, and to be honest, we welcome this shift.”

He said the law brings much-needed clarity to an increasingly complex industry. “In a world where content is evolving so fast, sometimes even in unpredictable ways, having clear and specified regulations is actually what we need. It helps everyone take the work seriously.”

However, legal experts caution. that the implementation of the law might still face some challenges.

“The intention is to bring structure and accountability, but there are grey areas,” said Layla Zahir, a Dubai-based legal expert “We expect more clarification over time, especially around definitions of media activity and cross-platform content.”