The United Arab Emirates will implement a comprehensive age rating system for media content, aimed at shielding children and adolescents from inappropriate material, the UAE Media Council announced on Thursday.
The initiative, which comes amid a surge in digital content consumption, is part of a broader framework launched to regulate and develop the media sector. While the council has not yet specified a timeline for the rollout, officials emphasise its critical importance in a fast-evolving digital landscape.
Speaking at the launch, Maitha Al Suwaidi, CEO of Strategy and Media Policies Sector at the UAE Media Council, said the new age classification system builds on existing regulations covering films, video games, comics, and printed material. The expansion will now encompass a broader spectrum of digital and on-demand content.
“This system is crucial given the rise in digital content consumption,” Al Suwaidi said. “It is designed to safeguard young audiences while creating a more robust and responsible media environment.”
The system forms a central part of the UAE’s recently introduced Media Regulation Law, hailed as the first comprehensive media legislation in over four decades. Mohammed Al Shehhi, Secretary-General of the UAE Media Council, described the law as a transformative milestone that lays a solid foundation for a future-proof media sector.
Developed over two years through collaboration with federal and local agencies, media organisations, creators, and international experts, the new regulatory framework is designed to be dynamic and adaptable to technological changes, including developments in artificial intelligence, gaming, and digital broadcasting.
A new resolution regulating social media advertising by individuals, aimed at enhancing transparency, building public trust, and improving the quality of digital content.
Three-year permit fee exemptions for social media content creators, offering tangible support to the creator economy.
A local content empowerment policy that prioritises Emirati talent and projects, encouraging media that reflects national identity and culture.
Fee exemptions for select media services, aimed at supporting local producers, writers, and creatives.
Al Suwaidi stressed that empowering national content is a cornerstone of the new strategy. “We aim to create an enabling environment that nurtures creativity, supports local production, and positions the UAE as a competitive media hub regionally and globally.”
The UAE Media Council says the initiative aligns with national goals to make the media sector a vital contributor to the economy, supporting GDP growth, attracting investment, and stimulating innovation.
By introducing streamlined procedures, strategic partnerships, and incentivised exemptions, the system aims to unlock the full potential of the media landscape while ensuring content safety and cultural integrity.
“This is not just a regulatory shift,” said Al Shehhi, “it’s a strategic transformation that positions media as a key pillar in the UAE’s sustainable development.”
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