Compliance Risks for Athletes Under The UAE's Social Media Framework

As athletes increasingly monetise their personal brands through social media, the legal landscape governing that activity is evolving rapidly. This article introduces recent legislative developments in the UAE and examines administrative and compliance obligations facing athletes and their commercial partners. The two laws in focus are:   

1. Federal Decree by Law No. (55) of 2023 Regulating Media (the 2023 Media Law)^[1]; and
2. The expanded requirements introduced by Cabinet Resolution No. 42 of 2025 (the 2025 Cabinet Resolution)^[2].

The article examines how the framework applies to name, image and likeness (NIL) activity - including sponsored content, endorsements, and influencer partnerships.  It also explains the UAE's dual-pronged territorial approach, which captures media content both created and published within the country. Practitioners advising athletes who compete in, or travel through, the UAE will find practical guidance on the licensing requirements, content standards, and penalties that now apply.

Article Overview

• The 2023 Media Law and Its Application to Athletes
• Expanded Regulatory Framework under UAE Media Law
• Athletes as Digital Influencers: New Liabilities and Obligations
• Age Classification Standards
• Territorial Reach of the UAE’s Media Framework: Creating vs. Posting