The rule in short
According to reporting by Middle East Briefing and Gulf News, influencers and anyone advertising online from within the UAE must hold a valid Advertiser Permit issued by the UAE Media Council, mandatory from 1 February 2026. The framework sits under Federal Media Law No. 55 of 2023, with penalties set out in Cabinet Resolution No. 42 of 2025.
For brands, the practical effect is simple. If you pay a creator, or give them products or services in exchange for promotion, you should expect them to hold a permit, and you should check it. Working with an unlicensed creator puts the campaign, and your reputation, at risk.
Who it covers
Social and content · Dubai
Who needs a permit (as reported)
| Who | Covered? | Notes |
|---|---|---|
| Influencers and content creators | Yes | No follower threshold reported |
| Individual advertisers and companies publishing promotional content | Yes | Includes paid and unpaid promotion |
| Marketing, PR and talent agencies | Yes | Agencies also handle visiting creators |
| Visiting creators in the UAE | Yes | Through licensed UAE agencies; three-month permit |
| People promoting their own registered business or products | Reported as exempt | Through personal accounts |
| Purely personal, non-commercial content | Exempt | No promotion involved |
| Minors (educational, cultural, sports, awareness content) | Reported as exempt | Subject to safeguards |
How creators apply
Gulf News reports that applications go through the UAE Media Council website, under its media licensing services, using UAE Pass. Applicants attach personal or commercial documents, and residents and citizens need a trade licence to practise electronic media. Applications are reviewed within three working days once documents are complete. Knowing this helps when a creator tells you their permit is "in progress": you can ask when they applied and what's outstanding.
Cost and validity
For UAE citizens and residents, the permit was reported as free for the first three years and valid for one year, renewable annually, with a renewal fee of AED 1,000 a year from the fourth year. Visiting creators receive a three-month permit, reported at AED 500 and renewable once.
Obligations that affect your campaign
- Creators are expected to display their permit number clearly on their social accounts.
- Ads should be published only through accounts registered with the Council and linked to the permit.
- Ads must be clear and must not contain false or misleading product information.
- Specialised ads, such as real estate, healthcare, finance, education and food, are reported to need prior approval.
What brands should check
Social and content · Dubai
Before you pay a creator
Ask for the permit
Get the permit number and check it matches the account that will post.
Write it into the contract
Make a valid permit a condition, with the right to pause payment if it lapses.
Agree disclosure
Sponsored content should be clearly identifiable as advertising.
Check sector rules
Healthcare, real estate and finance have extra approvals. See marketing a clinic in Dubai.
Agree usage rights
If you want to reuse the content in your own ads, put it in writing. See UGC for UAE brands.
Choosing the right creator
A valid permit is the minimum, not the reason to hire someone. Before shortlisting, I look at whether the creator's audience is actually in the UAE and matches your customers, whether their comments look like real conversations, and whether their recent sponsored posts feel natural or forced. Ask for audience location and age data from their account insights. A smaller creator whose followers are your customers is usually a better bet than a large account with a scattered audience.
Contract clauses I include
- The creator holds a valid Advertiser Permit for the full campaign period and will notify you if that changes.
- Claims in the content must be approved by you before publishing.
- Clear disclosure of the commercial relationship on every post.
- Usage rights: channels, duration and countries.
- What happens if content is removed by a platform or a regulator.
Penalties
Reported fines range from AED 5,000 to AED 10,000 for operating without a licence, and much higher for content violations. Confirm current amounts with the UAE Media Council.
If you're new to working with creators, start small: one or two creators, a clear brief, and a way to track results such as a unique code or landing page. For the ad side, see Meta ads in the UAE.