Compliance Corner

Dubai-based Reps who promote PlanNet Marketing and earn commissions through social media or other online channels should hold a DET E-Trader licence (Professional category), selecting a marketing activity such as "Marketing Services via Social Media." Reps do NOT need an e-commerce trading licence, and they should NOT apply for any travel, ticketing, or “eticket” activity — Reps do not sell travel. The licence costs approximately AED 1,370 per year and is typically issued the same day through a 10-minute online application. 

1. WHICH LICENCE, EXACTLY?

The correct instrument is the E-Trader licence (also called the DED Trader or DET Trader licence) issued by the Dubai Department of Economy and Tourism (DET). It is a low-cost, sole-proprietor permit created specifically for individuals doing business from home through social media and online channels — no office, no employees, no company formation required.

Because most Reps are expatriate residents, they will apply under the Professional category (services). Expats cannot use the E-Trader licence to trade physical goods — but that does not matter here, because a Rep’s activity is a service: marketing and promotion for commission. UAE and GCC national Reps may select either category; the professional marketing activity remains the right fit.

Eligibility requirements: (i) residence in Dubai with a valid UAE residence visa; (ii) a valid Emirates ID; (iii) age 21 or older; and (iv) a Makani number (the location code for the Rep’s Dubai residence). Reps on employer-sponsored employment visas may be asked for a No Objection Certificate (NOC) from their employer, depending on visa terms.

2. WHICH ACTIVITY TO SELECT (AND WHICH TO AVOID)

When applying, the portal requires the Rep to select a business activity from DET’s approved E-Trader list. Guidance:

• SELECT: “Marketing Services via Social Media” — DET describes this activity as covering those who help businesses promote and market their products and services via social media applications. This matches what a Rep does. Related professional activities (e.g., “E-Marketing” or “Marketing Management”) may be added; the portal permits up to 10 related activities. Search “marketing” in the activity picker — the portal’s current list controls the exact activity names.

• AVOID: E-commerce / online goods trading activities. Expat Reps are not eligible for goods-trading activities under this licence, and Reps do not buy or sell products in any event.

• AVOID: Any travel, travel agency, ticketing, or “e-ticket” activity. Travel is a separately regulated tourism activity in Dubai (requiring tourism-authority approvals) and is not available under the E-Trader licence. More importantly, Reps do not sell travel or tickets — Reps market memberships and the PlanNet business opportunity. Selecting a travel activity would misdescribe the Rep’s business and create unnecessary regulatory exposure.

3. STEP-BY-STEP: HOW A REP OBTAINS THE LICENCE

1. Confirm eligibility. Dubai residence visa, Emirates ID, age 21+, and Makani number for the residence. If employed in the UAE, check whether the employer requires an NOC.

2. Go to the Invest in Dubai portal (app.invest.dubai.ae) and log in with UAE Pass / Emirates ID. (In-person help is available at DET/Tasheel service centres for anyone who prefers assistance.)

3. Start a new E-Trader licence application and select the activity: “Marketing Services via Social Media” (plus related marketing activities if desired).

4. Register a trade name. A simple name following DET naming rules; a small reservation fee may apply.

5. Enter business details including residential address, Makani number, and the social media accounts used for the business.

6. Upload documents: Emirates ID, residence visa, and photo; NOC if applicable.

7. Pay the fee. Approximately AED 1,070 (licence, including knowledge/innovation fees) plus AED 300 mandatory Dubai Chamber membership — roughly AED 1,370 total. The payment voucher must be paid within 24 hours or the application may lapse.

8. Receive the licence digitally — often within minutes, and generally no more than a few business days. Renew annually at approximately the same cost.

4. REPS WHO ARE ALREADY ACTIVE BUT UNLICENSED

Reps who are already enrolled and promoting in Dubai without a licence should simply complete the application above now — the process is the cure. Until the licence issues, the conservative course is to pause active promotion (posting, prospecting, enrolling) rather than continue unlicensed marketing activity. Given same-day issuance, the practical interruption should be minimal.

5. IMPORTANT LIMITS AND NOTES

• Dubai only. The E-Trader licence covers Dubai. Reps residing in other emirates need that emirate’s equivalent home-business permit (e.g., Abu Dhabi “Tajer,” Sharjah “Eitimad”). Reps should license where they reside.

• Individual licence. One licence per person, in the Rep’s own name. It does not permit hiring employees, sponsoring visas, or opening a shop.

• Stay inside the activity. Reps should describe their business consistently with the licensed marketing activity and should not represent that they sell travel, tickets, or goods.

• Keep it current. The licence renews annually; operating on an expired licence is treated as unlicensed trading.

• Taxes. VAT registration is only required if a Rep’s taxable turnover exceeds AED 375,000 per year — well above typical Rep earnings, but Reps approaching that level should seek advice.