In July 2025 the UAE Media Council announced the Advertiser Permit, a licence for anyone who publishes promotional content on social media, websites or apps, whether they are paid in cash, gifted products or not paid at all. After a grace period, it became mandatory, and creators were given until the end of January 2026 to register.
Most coverage has been written for influencers. This guide is for the other side of the deal: the clinic, restaurant, brand or developer that wants to work with creators and does not want a problem later.
Who needs the permit
- Influencers and content creators who promote other people's products or services, paid or unpaid.
- UAE citizens and residents, who apply directly to the Media Council and need a valid trade or freelancer licence.
- Visiting creators who are not UAE residents. They must register through a licensed advertising or talent management agency, and their permit is short term.
Who does not need it
A business promoting its own products or services on its own accounts does not need the permit. The same applies to an owner promoting a company they own. If your marketing team posts on your brand's Instagram, that is your own advertising. The moment you pay or gift someone else to post about you, that person needs the permit.
What to check before you pay a creator
- Ask for their permit number. Permit holders are required to display it on their accounts.
- Confirm the permit is current. Permits for residents are valid for one year and must be renewed.
- For visiting creators, confirm they are registered through a licensed UAE agency.
- Make sure the account posting your content is the one linked to their permit. Creators are not allowed to let others advertise through their registered account.
- Check that the content itself follows UAE media content standards and any approvals your sector needs, such as DHA or DOH rules for healthcare.
What the rules mean for your campaign
The permit adds a step to every booking, but it also makes the market more professional. Creators with permits are generally the ones treating this as a business, which usually means clearer pricing, proper disclosure and fewer surprises.
Penalties under the UAE media law are significant, and enforcement focuses on the person publishing, but a brand associated with non compliant content still carries the reputational risk. It is simply easier to check first.
How we handle it
When we run influencer marketing for clients, permit checks are part of shortlisting, before anyone is briefed. For UGC content that runs only on your brand's accounts, we confirm where the content will be published before filming, because that decides what applies.
Rules can change, so always confirm current requirements on the UAE Media Council's website.
Sources
Hafeeda works with Ads n' Codes on content, influencer and UGC campaigns for brands in the UAE.