Influencer marketing in the UAE is now a regulated activity, and brands share responsibility for getting it right. The framework sits under Federal Decree-Law No. 55 of 2023 on media regulation and its executive regulations, overseen by the UAE Media Council. In July 2025 the Council introduced the advertiser permit for individuals who promote products and services on social media. This guide summarises what the rules say, who they apply to and the practical checks brands should build into every creator campaign. It reflects publicly available guidance at the time of writing and is not legal advice; for specific cases, check with the Media Council or a qualified lawyer.
1. What is the UAE advertiser permit?
The advertiser permit is a licence issued by the UAE Media Council to individuals who publish advertising content on social media. According to the Council's announcement, reported by The National and analysed by the law firm Al Tamimi & Company, the key points are:
- It applies to anyone publishing promotional content on social media, whether they receive cash, products or nothing at all.
- The permit is valid for one year and renewable, and it is free for the first three years.
- Permit holders must display their permit number on the relevant social media accounts.
- Advertising may only be published through accounts registered with the Council and linked to the permit holder.
- A three-month transition period followed the July 2025 announcement, after which the permit became mandatory.
2. Visiting creators and the visitor permit
Non-resident influencers who want to publish advertising content in or about the UAE need a visitor advertiser permit. It is valid for three months and can be renewed, and the application must be made through a licensed advertising or talent management agency approved to operate in the UAE. For brands planning launches, events or tourism campaigns with international creators, this step needs to be planned weeks in advance, alongside contracts and travel.
3. Who is exempt?
The published guidance sets out limited exemptions. A permit is generally not required for:
- Individuals promoting their own products, services or company on their own accounts.
- People under 18 taking part in educational, sporting, cultural or awareness activities.
The exemption for promoting your own business is narrow. If a founder starts promoting partner brands, or an employee is paid to promote products beyond their role, the position may change. When in doubt, treat the creator as needing a permit and confirm with the Council.
4. Content standards: disclosure and what ads must avoid
The permit is only part of the picture. Advertising content in the UAE must also meet national media content standards. Key requirements highlighted by legal commentators include:
- Clear disclosure. Content must make it explicit that it is promotional, and any commercial relationship should be clear to the audience.
- No misleading claims. Avoid false or exaggerated claims, unsupported superlatives and disparaging competitors.
- Prohibited products. Advertising of products such as alcohol, tobacco and narcotics is not permitted.
- Respect for national values. Content must respect the UAE's culture, identity and values, and age-appropriate standards.
- Regulated sectors. Health, medical, financial and similar products may need approvals from the relevant authority before they are advertised.
Violations of the media law can lead to fines and other penalties for those responsible, and enforcement has become more visible since the new framework took effect.
5. What brands should check before every campaign
| Check | What to ask for |
|---|---|
| Permit status | Valid advertiser or visitor permit number, and its expiry date |
| Account registration | Confirmation that the posting account is the one linked to the permit |
| Disclosure | Agreed wording and placement of the advertising label in every post and story |
| Claims | Script and captions reviewed for accuracy, with evidence for any product claims |
| Sector approvals | Any approval required for health, financial or other regulated products |
| Records | Contract, brief, approvals and live links kept on file |
Build these checks into your brief and contract templates rather than handling them case by case. Ask creators to confirm permit validity at the start of each campaign, and plan renewals for long-term ambassadors.
6. How the rules are changing influencer strategy
Regulation has made UAE influencer marketing more professional. In our experience, brands are moving from many one-off paid posts towards fewer, longer partnerships with creators who are compliant, consistent and genuinely relevant. Micro-creators with engaged local audiences remain valuable, but every one of them now needs the same checks as a celebrity. Bilingual content also matters: Arabic-speaking creators often reach audiences that English-only campaigns miss.
A specialist influencer marketing agency in Dubai can manage permit checks, contracts, disclosure and reporting as part of the campaign. Influencer activity also works best when it is connected to your wider social media management, with creator content reused in paid ads where the contract allows. If you are reviewing your whole marketing mix in light of the new rules, a digital marketing consultancy session can help you set policies and approval processes.
7. A simple compliance workflow for marketing teams
- Shortlist creators on audience fit, then request permit numbers before any negotiation.
- Add permit, disclosure and approval clauses to the contract and brief.
- Review scripts, captions and claims before filming, not after publishing.
- Check live posts within a day for the advertising label, tags and links.
- Archive the contract, approvals, permit details and post links with the campaign report.
Assign one owner for this workflow, whether in-house or at your agency, so that nothing depends on memory during busy launch periods.
Next step
Planning a creator campaign in the UAE? Message us on WhatsApp at +971 55 570 4233 or ask for a free growth audit. We will review your plan for compliance and effectiveness, and suggest creators who fit your audience. You can also browse all our marketing services.