Content creators in the UAE are adjusting to a more strictly governed environment as the country’s new media legislation takes effect. From sponsored posts to brand collaborations, influencers are now assessing how the broad changes may impact their day-to-day operations.
Although the law seeks to encourage ethical content production and accountable communication, it also brings in compulsory licensing and imposes significant penalties for non-compliance. Consequently, creators are seeking clarity on what exactly qualifies as “media activity” and how they can remain within the legal boundaries.
A number of influencers have voiced unease about inadvertently breaching the regulations, despite having good intentions.
“There’s a real concern about unknowingly doing something wrong,” said Mohammed Mussab, a UAE-based digital creator known for his partnerships with wellness brands.
Coming into force on 29 May, the updated media law introduces a comprehensive regulatory framework designed to uphold responsible content and preserve societal values. It applies not only to licensed media organisations but also to professional influencers and digital creators across the UAE, including those operating from free zones. The law clearly outlines requirements related to licensing, accuracy, and respectful communication.
In an effort to gain clarity, some creators have contacted the National Media Council for guidance. Emma Brain, a media coach and industry professional, was pleasantly surprised by the accessibility of the process.
She had intended to launch a website providing advice and product reviews aimed at individuals over 40, but was uncertain whether the new rules would apply to her platform.
