UAE advertiser permit: what brands, agencies and influencers need to know
Paid influencer posts, creator partnerships and brand content on social media now sit under a licensing rule in the UAE. If your campaign uses creators, this is what to check before you brief anyone.
Short answer
Anyone who creates advertising content on social media in the UAE needs an Advertiser Permit from the UAE Media Council, whether they are paid or not. People who only promote their own products or their own company on a personal account are exempt. Gulf News reported that the permit became mandatory from 1 February 2026.
What the Advertiser Permit is
The Advertiser Permit is issued by the UAE Media Council under the federal media law framework (Federal Media Law No. 55 of 2023 and Cabinet Resolution No. 42 of 2025). It covers advertising content on social media platforms, websites, blogs and other digital channels. Gulf News reported that the permit became mandatory from 1 February 2026.
The permit is separate from the permits a brand needs for a promotion or an event. A prize draw still needs approval from the Department of Economy and Tourism, and a stand in a mall still needs the mall's approval. See our guides to the promotion permit in Dubai and event permits.
Who needs it and who is exempt
The rule applies to individuals who create advertising content on social media in the UAE, whether or not they are paid. UAE citizens and residents also need a trade licence to practise electronic media. Applicants must be at least 18, with exceptions at the Council's discretion.
Two groups are exempt, according to the Council's rules as reported by Gulf News and The National: individuals promoting their own products or services, or those of a company they own, through personal accounts; and people under 18 who post educational, sports, cultural or awareness content.
Validity and cost
As reported in September 2025, a permit for citizens and residents lasts one year and can be renewed. It was free for the first three years, with renewal from year four listed at Dh1,000 a year. A visitor permit lasts three months and was listed at Dh500, with the same fee on renewal. Fees and terms can change, so check the Council's portal before you plan a budget around them.
Visitors can be covered through an advertising or talent management agency accredited by the Council, which matters if you fly a creator in for a launch.
How to apply
- Go to the UAE Media Council website, uaemc.gov.ae, and open the Media Licensing section.
- Search for Advertiser Permit and sign in with UAE Pass, or enter personal details and an Emirates ID copy.
- Attach the required documents, such as the trade licence or personal documents.
- Wait for the review. Gulf News reports that applications are reviewed within three working days of a complete submission, and that an application with no decision after 15 working days is deemed rejected.
What permit holders must do
- Display the permit number on their social media accounts.
- Publish advertising only through accounts registered with the Council and linked to the permit, and not let others advertise through their account.
- Check that the advertiser is real, and not a fake company, a pseudonym or linked to fraudulent bank accounts.
- Get prior approval from the relevant authority for specialised advertising. Gulf News lists real estate, healthcare, finance, education and food as examples.
Food is the one that matters most for FMCG brands. Build approval time into the plan if creator content makes claims about a food product.
What brands and agencies should check
The sources we reviewed address creators and agencies that represent them. They do not set out a separate duty for the brand that hires a creator, so confirm that point with the Council or a UAE lawyer for your case. As a practical routine, we suggest:
- Ask every creator for their permit number before you sign, and note it in the contract.
- Check the permit on the creator's account, since holders must display it.
- For visiting creators, work through an accredited agency.
- Keep the approvals for regulated categories in the same folder as the creative.
- Put the creator's posting dates in the campaign calendar, next to the store and mall dates.
Penalties
Reports on fines differ. Gulf News has reported fines ranging from Dh10,000 to Dh1 million depending on the severity and repetition of the breach, while other outlets quote different figures. We would not rely on any single number. Ask the Council for the current penalty schedule, and treat compliance as part of the campaign budget.
Arsh Marketing produces social media, video and photo content through its sister company Steer Media, and coordinates it with activations. See digital marketing, video and photo or send us the brief. This is a general guide, not legal advice.
Questions
Do I need an Advertiser Permit to post about my own business in the UAE?
No. Individuals who promote their own products or services, or those of a company they own, through personal accounts are exempt.
Is the UAE Advertiser Permit free?
As reported in September 2025, it was free for the first three years for citizens and residents, with renewal from year four listed at Dh1,000 a year. Visitor permits were listed at Dh500 for three months. Check the Media Council for current fees.
How long does the Advertiser Permit take to issue?
Gulf News reports that applications are reviewed within three working days of a complete submission, and that an application with no decision after 15 working days is deemed rejected.
Do brands need a permit to hire influencers in the UAE?
The sources we reviewed address creators and the agencies that represent them, not a separate duty for the hiring brand. Brands should ask creators for their permit number and confirm their own position with the UAE Media Council.
