UAE Expands Finfluencer Oversight as Licensed Influencers Reach 171 Under CMA Framework

The UAE is scaling its oversight of financial content creators, with 171 licensed finfluencers now operating under a formal regulatory framework, as authorities move to address risks linked to online investment promotion and misleading financial content.

The initiative, led by the Capital Market Authority, was highlighted during the International Week of Action, a global campaign targeting unauthorised financial advice, online scams, and misleading investment content.

According to the regulator, authorised influencers collectively reach over 24.6 million followers, reflecting the growing role of social media in shaping retail investment decisions. The number of licensed finfluencers has increased by more than 1,800% since the framework was introduced.

The licensing regime, made mandatory in May 2025, requires individuals producing content related to trading, investments, or financial advice to obtain regulatory approval before operating in the UAE. The framework sets requirements around disclosure standards, communication practices, and accountability, aiming to align financial content with investor protection rules.

As part of the programme, the CMA has also issued authorisation certificates to new participants through its Youth Financial Advisors initiative, expanding the pool of regulated digital financial communicators.

“Financial content today reaches audiences at a scale and speed that can directly influence investment decisions. Ensuring that this information is accurate, transparent, and responsibly communicated is essential to protecting investors,” said Waleed Saeed Al Awadhi, CEO of the CMA.

The regulator said the approach focuses not only on enforcement, but also on integrating licensed influencers into the financial ecosystem, positioning them as controlled distribution channels for financial information rather than unregulated sources of advice.

During the campaign period, licensed finfluencers are working with the CMA to promote financial literacy, risk awareness, and responsible investment behaviour, as regulators globally increase scrutiny on social media-driven investment activity.

The move reflects a broader shift toward formal regulation of financial influence online, as authorities seek to bring digital content within existing investor protection frameworks.