In July 2025 the UAE announced a new advertiser permit for people who post promotional content on social media. It changed how brands, agencies and creators work together, because a brand that hires someone to advertise for it now has a reason to ask for proof of a permit.
This guide pulls together what four published sources report, points out where they disagree and turns it into a practical checklist. We are a marketing agency, not a law firm, so treat this as a starting point and confirm details with the official regulator or a legal adviser before you act.
What the advertiser permit is
The advertiser permit, which Gulf News says is also known as the 'Mu'lin' permit, is a licence for people who publish advertising content online. The National reports that it applies whether or not the person is paid for the content, and Khaleej Times says it covers ads shared on social media platforms, websites or apps.
Who needs it
- Influencers and content creators who post promotions for brands, products or services.
- Individuals working in digital advertising and content creation in the UAE, according to The National.
- Creators who are paid in free products or services rather than money, according to the Pinsent Masons commentary.
- Residents, citizens and visitors, according to Gulf News.
Pinsent Masons also notes that marketing agencies, PR firms and in-house marketing teams should check whether the rules affect how they work, because they produce or manage advertising that involves creators.
Who is exempt
- People promoting their own product or service, or one from a company they own, through their personal account, as reported by The National and Khaleej Times.
- Individuals under 18 taking part in educational, sporting, cultural or awareness activities, according to The National's report of the official announcement.
An important detail from Khaleej Times: a business owner who advertises only their own business does not need the permit, but if they hire someone else to advertise for them, that person must hold one.
Who issues it, and the name change
When the permit was announced in July 2025, the issuing body was the UAE Media Council, and Gulf News points applicants to the Council's website. Pinsent Masons later reported that the National Media Authority replaced the Council as the national media regulator in December 2025 and handles applications through its online portal. If you follow older articles, remember that the regulator's name may differ from what you see there.
Requirements to apply
- Applicants must be at least 18 years old, with exceptions at the regulator's discretion, according to Gulf News.
- A clean record on media content rules, according to Gulf News.
- A valid licence that allows digital or social media marketing, such as an electronic media or freelance licence, according to Gulf News, Khaleej Times and Pinsent Masons.
- Pinsent Masons also lists a police-cleared certificate of good conduct.
Cost and validity
Reports agree that the permit was free for the first three years for UAE citizens and residents. Khaleej Times says it is valid for one year and renewable, and that it is cancelled if not renewed within 30 days of expiry. Gulf News gives a one-year validity for citizens and residents and three months for visitors. Pinsent Masons reports an annual renewal fee of AED 1,000 from year four and AED 500 for a three-month visitor permit. Fees were reported differently across sources, so check the current figures.
Timeline: why dates vary
- 30 July 2025: the UAE Media Council announces the permit.
- Roughly three months later: the permit was described as becoming mandatory, according to The National and Khaleej Times.
- December 2025: Pinsent Masons reports that the National Media Authority takes over as regulator and extends the deadline.
- 31 January 2026: the date given by Pinsent Masons for the permit to be mandatory.
Because outlets reported different dates at different times, confirm the current status with the regulator rather than relying on any single article.
Rules for permit holders
- Display the permit number clearly on social media accounts and platforms.
- Publish advertisements only through accounts registered with the regulator and linked to the permit.
- Do not allow anyone else to advertise through your registered account.
- Follow media content standards and label sponsored content according to the regulator's guidelines.
- Verify that the advertiser is a legitimate company or individual, according to Gulf News.
- Obtain any approvals needed from other authorities before publishing. Pinsent Masons notes this may apply to sectors such as health, finance, real estate and education.
- Gulf News also lists an annual report of ads published and tax registration under UAE rules.
Visitors and foreign creators
The National reports that visitor advertiser permits are valid for three months and that visitors must apply through a licensed advertising or talent management agency authorised in the UAE. If you invite an international creator to promote your brand while they are in the country, plan time for this process.
Penalties
Sources are not consistent on penalties, which is a good reason to check the official text. The National mentions earlier influencer licensing rules with fines of up to AED 5,000 and says penalties vary by emirate, giving Abu Dhabi's AED 10,000 fine for operating without an emirate-specific permit as an example. Pinsent Masons reports fines of up to AED 10,000 for failing to register while posting social media content. Gulf News does not state penalties.
What brands and agencies should do
- Ask every creator for proof of a valid advertiser permit before you engage or pay them.
- Add a clause to your contract requiring the creator's permit number and compliance with UAE law.
- Keep copies of permits and check expiry dates.
- Check that your own official brand accounts and any employee brand ambassadors meet the rules.
- If you are an agency producing or managing advertising, check whether you need your own licence or registration.
- For regulated sectors, confirm whether extra approvals are needed before a campaign goes live.
- Label advertising clearly in line with current guidelines.
Common questions
Does my small business need a permit to post about itself?
According to the reports above, promoting only your own business through your own account does not require the permit. If you want someone else to promote you, they need it.
Does it matter if the creator was paid in free products?
Pinsent Masons says content made in exchange for free products or services is covered, so treat gifted collaborations the same way.
Where do I check the latest rules?
Use the official website of the national media regulator and the UAE government portal, or ask a legal adviser. News articles, including this one, can go out of date.
If you want help running influencer campaigns that follow the rules, our influencer marketing service includes creator vetting, briefs, contracts and tracking.
Sources and further reading
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