UAE introduces new licencing regime for ‘finfluencers’

Resolution No. 10 of 2025, issued by the UAE’s Securities and Commodities Authority (SCA), establishing the Middle East’s first regulatory framework for finfluencers. The regime takes immediate effect, and marks a significant step in the supervision of digital financial content, according to fintech and financial regulation expert Marie Chowdhry of Pinsent Masons.

Under the new regime, anyone providing financial content, advice or promotional material within the UAE through traditional or modern media channels, including written or audio social media platforms, must

obtain a license from SCA. This includes content related to regulated financial products or services, investment analysis, financial recommendations or general investment advice. Importantly, licensed financial consultants and analysts already regulated by the SCA are excluded from this regime.

Chowdhry said: “This initiative is a progressive response to the growing influence of social media on investment behaviour. With many retail investors relying on online personalities for financial guidance, the SCA is stepping in to ensure that such content is credible, transparent, and accountable.”

“Introduced in coordination with nine other global financial regulators including those in the UK, Australia and Hong Kong, the UAE is positioning itself as a regional leader in digital finance regulation, trying to balance innovation with investor safety. It also reflects a broader global trend where regulators are increasingly scrutinising the role of online influencers in financial markets. In the UK, it has been reported that the FCA has already issued 50 warning alerts and sent seven ‘cease and desist’ letters. The message being sent to finfluencers seems to be pretty clear – they must only promote financial products to their audience where they are actually licensed to do so,” she said.

The SCA will waive registration, renewal and legal consultation fees for finfluencers in the UAE for the first three years of the regime, to encourage early adoption.

Lana Akkad, an expert in financial regulation at Pinsent Masons, said: “In light of these developments, we recommend that all financial services companies which partner with unlicensed influencers or affiliates for marketing on traditional or modern media channels review their promotional arrangements in order to ensure that their partners remain compliant with these new regulations.”

“While this regime does not apply to financial promotions conducted in a free zone and, accordingly, would not apply to any promotions or partnerships of free zone-licensed entities which are carried out within the relevant free zone, it would nevertheless be prudent for free zone financial entities to review their influencer partnerships and digital marketing strategies which have reach in the UAE to ensure compliance with these new regulations,” she said.

The introduction of the finfluencer license comes at a time when digital financial content is booming, and influencers wield significant power over retail investor behaviour. By establishing a clear governance framework, the UAE is positioning itself as a global leader in digital finance regulation.

This initiative is expected to have a ripple effect across the region, potentially inspiring similar regulatory frameworks in neighbouring countries, the experts said.