Influencer and creator marketing is a major channel in the UAE. Regulators have tightened rules over the years, and in 2025 the UAE Media Council announced a new UAE advertiser permit for people who advertise on social media. Brands that hire creators, run user-generated content programmes or ask employees to promote products need to understand these rules.
This guide summarises the main points as reported at announcement and explains practical steps for brands. Regulations can change and details may be clarified over time, so always check the latest guidance from the UAE Media Council and seek legal advice for your situation.
UAE advertiser permit: what was announced
According to reporting at the time of announcement in mid-2025:
- The UAE Media Council introduced an advertiser permit for people publishing promotional content on social media, whether paid or not.
- The permit was described as free for an initial period.
- Permit holders must display their permit number on their accounts.
- Advertising must be published through registered accounts linked to the permit.
- A visitor advertiser permit was introduced for non-residents, to be arranged through licensed advertising or talent agencies.
- A transition period was given before the requirement took effect.
Who needs the permit
| Situation | Likely requirement |
|---|---|
| Creator paid to promote a brand | Permit needed |
| Creator promoting a brand for free products | Permit likely needed, since payment is not the test |
| Individual promoting their own product or company on a personal account | Reported as exempt |
| Brand's own corporate account | Not addressed directly in the summaries reviewed; check guidance |
| Visiting creators | Visitor permit through licensed agencies |
| Minors in educational, sporting or cultural activities | Reported exemption |
Exemptions and definitions matter; confirm them with official guidance.
Influencer licence history in the UAE
Before the 2025 announcement, influencers earning money from social media promotion were already required to hold a licence in the UAE, and some emirates, such as Abu Dhabi, have had emirate-specific requirements. The new framework builds on that history. Brands should consider both federal and emirate-level requirements.
Social media advertising law in the UAE: content standards
Beyond permits, UAE media and advertising rules set content standards, including respect for religious and national values, accuracy of claims and clear identification of advertising. Sector rules also apply: healthcare, financial services and real estate advertising have specific requirements. See healthcare marketing in the UAE and Trakheesi permit.
Influencer campaign compliance in the UAE: a brand checklist
- Confirm whether each creator needs a permit and verify it.
- Include permit and disclosure obligations in contracts.
- Brief creators on accurate claims and prohibited content.
- Require clear disclosure that content is advertising.
- Review content before publishing for regulated products.
- Keep records of permits, contracts and approvals.
- Monitor posts after publishing.
Employee and customer advocacy
Brands increasingly ask employees or customers to share content. Consider whether such posts count as advertising under the rules and seek advice before running structured advocacy programmes, especially if incentives are involved.
Agencies and talent management
Licensed advertising and talent agencies can help manage permits, especially for visiting creators. When choosing an agency, ask about its licensing, how it verifies creators and how it handles compliance in briefs and contracts.
Impact on marketing plans
The permit requirement may reduce the pool of available creators in the short term and add administrative steps. Plan earlier, build longer-term relationships with compliant creators and consider brand-owned content and paid social as complementary channels. See Meta ads UAE and Snapchat ads UAE.
Disclosure best practice
Clear disclosure protects both brand and creator. Ask creators to use clear labels such as "Ad" or the platform's paid partnership tools, mention the relationship early in videos and avoid hiding disclosures in long hashtag lists. Disclosure builds trust with audiences, who increasingly expect honesty about paid promotions.
Measuring creator campaigns
Use unique links, discount codes or landing pages for each creator to measure clicks, leads and sales. Compare creators on cost per result and audience fit, not follower count alone. Smaller creators with engaged, relevant audiences and valid permits often outperform larger accounts for niche products.
Practical workflow for brands
A simple internal workflow keeps campaigns compliant without slowing them down:
- Marketing shortlists creators based on audience fit and past content.
- Each creator provides permit details, which are recorded in a shared tracker.
- Contracts include permit, disclosure, content standards and approval steps.
- Briefs include accurate product claims and prohibited statements.
- Drafts are reviewed, especially for regulated products.
- Published posts are checked for disclosure and permit display.
- Results are tracked with unique links or codes.
Assign one person to own the tracker and renewals so permits do not lapse mid-campaign.
Frequently misunderstood points
- "Unpaid posts are exempt." Reported rules focus on promotion, not payment.
- "Only big influencers need permits." Requirements are not based on follower count alone.
- "Brand pages need permits like creators." Clarify with official guidance; rules focus on individuals advertising.
- "Visitors can post freely during short trips." A visitor permit route was introduced.
Get help with compliant social campaigns
Projectify Lab plans social media campaigns for UAE brands with compliant creator workflows, disclosure and measurement, working alongside your legal advisers. See our social media marketing service, our SEO for Dubai businesses page or book a call.
