UAE National Media Authority: Role, Powers and Business Responsibilities
The UAE National Media Authority is the federal entity responsible for regulating, coordinating and developing the country’s media sector. Established under Federal Decree-Law No. 11 of 2025, the Authority replaced the UAE Media Council, the National Media Office and the Emirates News Agency in their respective functions, rights and obligations. It operates as a federal public authority affiliated with the UAE Cabinet.
The Authority’s mandate extends beyond traditional newspapers, television and radio. It includes digital media, electronic publishing, advertising, content creation and media activities conducted within UAE free zones. Its responsibilities include developing media policies and legislation, regulating and licensing media activities, establishing content standards, monitoring published and broadcast material and coordinating the UAE’s national media strategy.
The creation of the Authority has consolidated functions that were previously divided among several federal entities. Businesses operating in media, advertising, publishing and digital content must therefore understand its role and how its regulatory powers may affect their licences, permits, content and commercial activities.
This blog explains the structure and responsibilities of the National Media Authority, the activities that may require approval, the standards applicable to media and advertising content and the principal compliance considerations for businesses and content creators operating in the UAE.
Why Was the National Media Authority Established?
Before the creation of the National Media Authority, federal responsibilities for media regulation, national communications and official news distribution were divided among several entities. Federal Decree-Law No. 11 of 2025 consolidated these responsibilities within a single authority. The National Media Authority replaced:
The UAE Media Council
The National Media Office
The Emirates News Agency
The Authority assumed the relevant functions, rights, obligations, contracts, agreements and legislative references of the previous entities.
The purpose of this consolidation is to create a more coordinated national media framework. The Authority is responsible for aligning media policies across federal and local entities, strengthening the consistency of the UAE’s media discourse and supporting the development of the sector. Its role combines several functions that were previously managed separately:
Media regulation and licensing
Development of media policies and legislation
Establishment and supervision of content standards
Coordination of national media strategies and messaging
Monitoring of traditional and digital media content
Management of the UAE’s official news function through the Emirates News Agency
Development of professional media capabilities
Response planning for media crises and misleading information
For businesses, the consolidation creates a clearer federal point of reference for media regulation. It also means that organisations should update older internal policies, application procedures and compliance references that still name the UAE Media Council or another predecessor entity.
Existing licences, permits and agreements should be reviewed alongside current National Media Authority procedures. Businesses should not assume that an approval issued under the previous structure removes the need to comply with new standards, renewal requirements or updated administrative processes.
What Are the National Media Authority’s Main Responsibilities?
The National Media Authority’s mandate combines strategic coordination, regulatory oversight and sector development.
National Media Strategy and Coordination
The Authority proposes the UAE’s strategic media direction and national messaging. It also coordinates with federal and local media entities to align policies and strengthen the consistency of the country’s media communications.
Media Regulation and Licensing
The Authority develops and proposes policies, legislation, regulations and standards for the media sector. Its remit includes the organisation and licensing of media outlets and activities, including digital media, publishing and media businesses operating within free zones. Where Cabinet approval is required, the Authority is responsible for supervising the implementation of the approved regulations and standards.
Content Standards and Oversight
Working with the relevant authorities, the National Media Authority establishes standards for media content. It may monitor content printed, published, broadcast or otherwise distributed within the UAE, including content produced or circulated through free-zone entities. This responsibility is intended to support professional standards, credible reporting and compliance with the UAE’s legal and cultural framework.
Media Crises, Misinformation and Digital Threats
The Authority develops plans and mechanisms for responding to media-related crises. Its responsibilities also include supporting the early identification of misleading content, false information and other digital media threats that could affect public confidence or national interests.
Official News and WAM
The Emirates News Agency, WAM, forms part of the Authority’s wider mandate. The Authority is responsible for developing WAM as an official channel for publishing, distributing and translating approved UAE news. It may also expand international correspondent networks, maintain news archives and produce official media content for domestic and international audiences.
Media-Sector Development
The National Media Authority supports the continued development of the UAE media industry. This includes strengthening professional capabilities, encouraging innovation and providing training opportunities for Emirati media professionals.
Businesses involved in media, advertising, publishing, digital content or related activities should distinguish between their commercial business licence and any separate media approval, permit or regulatory obligation that may apply to their work.
Which Businesses and Activities Fall Within the Authority’s Scope?
The National Media Authority’s mandate extends across traditional and digital media activities conducted in the UAE. Its regulatory scope is determined by the nature of the activity, not only by the location or legal form of the business.
Activities that may fall within its scope include:
Television and radio broadcasting
Newspapers, magazines and other publishing activities
Digital news platforms and electronic publishing
Advertising and promotional media activities
Media production and content distribution
Social media advertising and commercial content creation
Printing and the distribution of media publications
Book publishing and related publishing services
Cinematic and audiovisual media activities
Media activities conducted by companies established in free zones
A company’s trade licence does not necessarily replace the need for a media licence, permit or content-related approval. Depending on the activity, a business may require both commercial authorisation from its licensing authority and regulatory approval from the National Media Authority.
The Authority’s jurisdiction also extends to media content produced, published or distributed within the UAE, including content circulated through digital platforms and by entities operating in free zones. This does not mean that every individual using social media requires a media licence. The applicable requirements depend on factors such as whether the activity is commercial, regulated, monetised or carried out professionally. Businesses should assess the substance of their activities and not rely exclusively on the wording shown on their commercial licence.
Media Licences, Permits and Approvals
Media-related businesses may require more than one form of authorisation before beginning operations in the UAE. A commercial licence issued by a mainland or free-zone licensing authority establishes the legal entity and permits it to conduct the activities listed on that licence. However, certain media activities may also require a separate licence, permit, registration or content approval from the National Media Authority or another competent authority. Depending on the proposed activity, regulatory approval may be required for:
Operating a traditional or digital media establishment
Providing news or advertising services through an electronic platform
Conducting professional filming activities
Publishing or distributing printed material
Screening or circulating films and other artistic works
Circulating electronic video games
Operating podcasts or other regulated audio-content services
Providing advertising content through social media
Undertaking other regulated media or publishing activities
Some projects may require additional approvals from sector-specific or local authorities. This can apply, for example, to advertisements involving healthcare, financial services, real estate or other regulated industries. Businesses should therefore confirm three separate matters before commencing activity:
Whether the activity is included on the company’s commercial licence
Whether a media licence or permit is required
Whether the proposed content requires review, classification or approval
Approval should be obtained before carrying out the regulated activity. Holding a commercial licence alone should not be treated as confirmation that every media or advertising activity is authorised.
During the institutional transition to the National Media Authority, certain online services and guidance may continue to appear under the name of the former UAE Media Council. Businesses should rely on the current official procedures and confirm the applicable authority when submitting an application.
UAE Media Content Standards
Media organisations, publishers, advertisers and content creators operating in the UAE must comply with the country’s media content standards. These standards apply across print, broadcast, digital media, advertising, audiovisual material and other forms of regulated content. The principal requirements include:
Respecting Islamic beliefs, other religions and recognised faiths
Respecting the UAE’s sovereignty, symbols, institutions and national interests
Avoiding content that could harm the UAE’s foreign relations
Respecting the country’s cultural heritage, national identity and social values
Protecting national unity and social cohesion
Avoiding incitement to violence, hatred, discrimination or division
Respecting the UAE’s legal and economic systems, judiciary and security
Protecting personal privacy and matters relating to individuals’ private lives
Avoiding rumours, false information and misleading news
Respecting children’s rights and applicable age-classification requirements
Complying with intellectual property and trademark legislation
Businesses remain responsible for content issued under their name, whether it is produced internally or by an external agency, influencer, publisher or content creator. Before publication, organisations should verify factual claims, confirm that any required approvals have been obtained and ensure that advertising is clearly distinguishable from editorial or informational content.
Internal review procedures are particularly important for businesses that publish frequently, operate multiple social media accounts or outsource content production. A practical compliance process should identify who prepares the content, who verifies it and who holds final approval authority. Content that fails to meet the applicable standards may result in administrative penalties, suspension of activity, closure of the media establishment or cancellation of the relevant licence or permit.
Social Media Advertising and the Advertiser Permit
The UAE regulates advertising content published through social media and other modern digital platforms. Individuals who promote a brand, product, service, event or activity may require an Advertiser Permit, whether the promotion is provided for monetary compensation, gifts, free services or without compensation.
The framework applies to UAE citizens and residents, as well as visiting content creators producing advertising content from within the UAE. A permit is not generally required where:
A business owner promotes their own business, products or services through their personal account
An employee promotes matters relating to their employer, including its products, services, events or vacancies
An individual publishes purely editorial or informational content that does not constitute advertising
These exemptions do not remove the obligation to comply with UAE media content standards and other applicable legislation. Permit holders must use the social media accounts registered under their permit, disclose advertising relationships clearly and display their permit number as required. Additional approval may also be necessary where the advertisement concerns a regulated sector, such as healthcare, financial services or real estate.
Businesses engaging influencers or individual advertisers also have compliance responsibilities. They should:
Verify that the advertiser holds the required permit
Use a written agreement
Confirm which accounts will publish the content
Review the proposed advertisement before publication
Check whether additional sector-specific approval is required
Retain the agreement and campaign records
Avoid engaging unauthorised visiting advertisers
Responsibility does not rest exclusively with the content creator. A business commissioning, approving or benefiting from non-compliant advertising may also be exposed to regulatory action. The distinction between personal content, business promotion and third-party advertising should therefore be assessed before a campaign is launched.
Regulatory Supervision and Penalties
The National Media Authority’s role extends beyond issuing licences and permits. It may supervise and monitor regulated media activities and inspect individuals, establishments and media institutions to determine whether they are complying with the applicable legislation, licence conditions and media content standards. This oversight may apply to entities operating on the mainland and within UAE free zones.
Regulatory attention may arise from matters such as:
Conducting a media activity without the required licence or permit
Publishing content that breaches UAE media content standards
Advertising through an unpermitted individual or account
Failing to obtain approval for regulated content
Providing false or incomplete information in an application
Breaching age-classification or content-display requirements
Continuing an activity after a licence or permit has expired
Failing to comply with the conditions attached to an approval
The applicable response depends on the nature, severity and circumstances of the violation. Administrative measures may include warnings, financial penalties, administrative closure and cancellation of the relevant licence or permit. Under the current penalty framework, certain violations may attract fines of up to AED 2 million.
A media violation may also create wider consequences for a business, including reputational damage, disruption to advertising campaigns and exposure under consumer protection, cybercrime, intellectual property or sector-specific legislation.
Businesses should retain copies of their licences, permits, approvals, advertising agreements and published content. Maintaining a clear approval record can help demonstrate how compliance decisions were made if the activity is later reviewed.
Federal, Local and Free-Zone Responsibilities
The National Media Authority operates at the federal level, but it does not replace every local or free-zone authority involved in establishing and regulating a media business. The Authority is responsible for developing the national regulatory framework, coordinating media policies and establishing standards applicable across the UAE. Local competent authorities may implement aspects of this framework within their respective emirates, while mainland and free-zone licensing authorities remain responsible for issuing commercial licences within their jurisdiction. This creates several distinct layers of responsibility:
The commercial licensing authority approves the legal entity and its registered business activities
The National Media Authority oversees the federal media framework, regulatory standards and activities within its mandate
A local media authority may regulate or supervise activities conducted within a particular emirate
A sector-specific regulator may be involved where the content concerns a regulated industry
Other government bodies may need to approve particular locations, productions, publications or campaigns
Free-zone status does not exempt a media company from federal media legislation or national content standards. The National Media Authority’s mandate expressly extends to media entities and content operating within free zones. Before proceeding with a media activity, a business should identify:
Where the company is licensed
Where the activity will be carried out
Which media channels will be used
Whether the content will be distributed across the UAE
Whether the activity or content requires an additional federal, local or sector-specific approval
Understanding these regulatory layers at the beginning can prevent conflicting licence conditions, incomplete approvals and delays when launching a media project or advertising campaign.
What Does the Transition Mean for Existing Businesses?
The establishment of the National Media Authority does not, by itself, mean that every existing media licence, permit or commercial registration must be replaced immediately. The new Authority assumed the functions, rights and obligations of the UAE Media Council, the National Media Office and the Emirates News Agency. References to those bodies in existing legislation, contracts, agreements and memoranda of understanding are also transferred to the new institutional framework.
Existing businesses should nevertheless review their regulatory position and confirm:
The validity and expiry date of each media licence or permit
The authority responsible for renewal, amendment or cancellation
Whether the official application portal or contact details have changed
The status of any pending application or approval
Whether registered company and social media account information remains accurate
Whether licence conditions continue to reflect the activities actually conducted
Whether internal documents still refer to a former authority
Whether new regulations or standards affect the business model
A change in the responsible government entity does not remove existing compliance obligations. Businesses should continue to observe the conditions attached to their approvals and follow current official renewal procedures. At the same time, companies should not submit duplicate applications or assume that a replacement approval is required without checking the latest instructions. The appropriate action will depend on the type of licence, permit or application involved.
Business Compliance Priorities
Media compliance should be integrated into the way a business plans, approves and records its activities. It should not be treated as a one-time requirement completed when the company is established. A structured review should include:
Comparing the company’s actual activities with those listed on its commercial licence
Identifying any separate media licences, permits or approvals required
Confirming which federal, local, free-zone and sector-specific authorities are involved
Recording renewal dates and conditions attached to each approval
Reviewing media and advertising content before publication
Verifying the permits of influencers and individual advertisers
Obtaining additional approval for advertisements involving regulated sectors
Maintaining written agreements with agencies, publishers and content creators
Preserving copies of approved content, supporting claims and regulatory correspondence
Establishing a process for correcting or withdrawing non-compliant content
Training employees responsible for marketing, communications and social media
Monitoring regulatory updates issued by the National Media Authority
Responsibility for media compliance should also be clearly assigned within the organisation. Where several teams or external providers are involved, the business should identify who has final authority to approve publication.
A valid commercial licence is only one part of the compliance framework. The business must also ensure that the activity, the individual publishing the content and the content itself satisfy the applicable requirements.
How NUR Advisors Group Can Help
Establishing or operating a media-related business in the UAE may involve several licensing and regulatory authorities. The correct process depends on the proposed activities, location, content model and channels through which the business will operate.
NUR Advisors Group can assist with:
Reviewing the proposed business model and activities
Identifying the commercial licences and external approvals that may be required
Coordinating company formation and licence applications
Supporting licence amendments, renewals and activity additions
Preparing and organising application documentation
Liaising with the relevant licensing and government authorities
Reviewing the operational steps required before commencing activity
Establishing a practical compliance and renewal calendar
Coordinating specialist legal advice where formal interpretation is required
Our role is to connect the corporate structure with the operational and regulatory requirements of the business. This helps ensure that the company is not only established correctly, but also prepared to conduct its intended activities within the applicable UAE framework.
For support with setting up or reviewing a media, advertising, publishing or content-related business in the UAE, contact NUR Advisors Group.
Disclaimer
The information contained in this article is provided by NUR Advisors Group for general informational purposes only. It does not constitute legal, tax, accounting, financial, immigration, employment or other professional advice and should not be relied upon as a substitute for advice tailored to your specific circumstances.
Although reasonable efforts are made to ensure that the information is accurate at the date of publication, laws, regulations, procedures, fees and government requirements may change without notice. NUR Advisors Group makes no representation or warranty regarding the completeness, accuracy or continued validity of the information and, to the fullest extent permitted by law, accepts no liability for any action taken or decision made in reliance upon it.
Readers should obtain advice from appropriately qualified professionals and confirm current requirements with the relevant government or regulatory authority before taking action. Links to external sources are provided for convenience and do not constitute endorsement or guarantee of their content.
