If your business works with influencers or content creators in the UAE, or if you post sponsored content yourself, the rules have changed. The UAE Media Council now requires anyone who publishes advertising content on social media to hold an Advertiser Permit. After a grace period, the deadline to get one was 31 January 2026, and posting promotional content without approval can lead to fines.
Here’s what businesses, marketers and creators need to know, in plain language.
What is the UAE Advertiser Permit?
The Advertiser Permit is a licence issued by the UAE Media Council for individuals who publish advertisements on social media, websites or apps. It applies to paid and unpaid promotions, including gifted products, sponsorships and brand partnerships. The requirement was announced on 30 July 2025, and the compliance deadline was later set at 31 January 2026.
Who needs the permit?
- Influencers doing sponsorships or brand collaborations
- Content creators posting paid or gifted promotional content
- Freelancers promoting other people’s products or services
- Anyone hired by a business to advertise on its behalf
- Visitors to the UAE who want to advertise (through a separate visitor permit)
Who doesn’t need it?
- Business owners promoting their own business or products through their personal accounts
- Under-18s taking part in educational, cultural, sports or awareness activities, within the Council’s age guidelines
Important for businesses: if you hire someone else, such as an influencer, creator or freelancer, to promote your brand, that person needs a valid permit.
Key facts at a glance
| Item | Details |
|---|---|
| Issued by | UAE Media Council |
| Cost | Free for the first three years for UAE citizens and residents |
| Validity (citizens and residents) | One year, renewable |
| Visitors | Visitor Advertiser Permit through a licensed advertising or talent agency, valid for three months |
| Deadline | 31 January 2026 |
| Penalty | Reported fines of up to AED 10,000 for promotional content without approval (penalties may vary) |
| Where to apply | The UAE Media Council’s website |
What permit holders must do
- Display the permit number clearly on their social media accounts
- Advertise only from the registered account linked to the permit
- Not let anyone else advertise through their registered account
- Renew on time, because reports indicate a permit not renewed within 30 days of expiry is cancelled
What this means for UAE businesses running influencer campaigns
Brands share the reputational risk when a creator breaks the rules. Before your next campaign:
- Check permits before you sign. Ask every creator for their Advertiser Permit number and confirm it’s displayed on their profile.
- Put it in the contract. Make holding a valid permit a contractual requirement for the whole campaign period.
- Use licensed agencies for visiting creators. Overseas influencers need a visitor permit through a licensed UAE agency.
- Keep content honest. Clearly label sponsored posts, avoid misleading claims and follow UAE media content standards.
- Keep records. Save permit details, contracts and approved content for each campaign.
- Consider your own channels. As a business owner promoting your own business, you’re exempt, so investing in your brand’s own content and paid ads is fully within the rules.
Frequently asked questions
Do I need a permit to promote my own business on Instagram or TikTok?
No. Business owners promoting their own products or services, or those of a company they own, through their personal accounts are exempt.
Does gifted content count as advertising?
Yes. Promotions count whether or not money changes hands, so posts in exchange for free products or services require a permit.
Can a visiting influencer post sponsored content while in the UAE?
Only with a Visitor Advertiser Permit obtained through a licensed UAE advertising or talent management agency.
Is the permit free?
It’s free for the first three years for UAE citizens and residents. Fees after that haven’t been widely published, so check the Media Council’s website for the latest information.
Run compliant social media campaigns with G&G
Our social media marketing team in Abu Dhabi plans campaigns that grow your brand within UAE rules, from organic content and paid social ads to vetted creator partnerships. Get in touch or call +971 50 398 7265.
This article is for general information only and is not legal advice. Regulations can change, so always confirm current requirements with the UAE Media Council.
Sources: The National; Khaleej Times; Communicate Online.
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