UAE Advertiser Permit: Complete Guide for Creators & Brands

TL;DR (Quick Summary)

• The UAE now requires an Advertiser Permit for most promotional content posted online, even if it’s not paid.
• This applies to UAE-based creators, visiting influencers, and the brands that hire them.
• The deadline to comply is 31 January 2026, so January is the final window.
• Visiting creators must apply through an approved UAE agency pathway, not informally.
• Permit holders must display their permit number and follow strict publishing rules.

UAE Adveriser Permit

The UAE now requires individuals who publish promotional content online to obtain an Advertiser Permit. This applies to residents, citizens, and visitors who post advertising content on platforms like Instagram, TikTok, YouTube, Snapchat, websites, and apps. The key compliance deadline has been extended to 31 January 2026.

This change matters for two groups.

First, it matters for influencers and content creators, including freelancers and agencies. Second, it matters for businesses. Any company that hires creators or runs influencer marketing campaigns in the UAE should understand the requirements and ensure campaigns are compliant.

This guide explains what the Advertiser Permit is, who needs it, what the exemptions are, how visiting creators are handled, and what brands should do to avoid compliance risks.

You might be interested in reading more about

• Influencer License in Dubai
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A) What is the UAE Advertiser Permit?

The Advertiser Permit is a permit issued by the UAE Media Council to regulate advertising content published by individuals on digital platforms. It is designed to strengthen transparency in promotional content and reduce misleading advertising online.

The permit framework includes two main categories:

1. Advertiser Permit for UAE citizens and residents
2. Visitor Advertiser Permit for visiting content creators

Each type has different validity periods and application pathways.

B) Why Did the UAE Introduce this Requirement?

Influencer marketing has become a major channel for advertising. The UAE Media Council introduced the Advertiser Permit to ensure promotional content is published responsibly and meets approved media standards.

The goals include:

1. Protecting the public from misleading advertising content
2. Encouraging a high-quality and competitive digital advertising economy
3. Supporting investment and professional standards within content creation

This is not a temporary rule. It is part of a broader shift toward tighter digital advertising regulation.

C) Who Needs the Advertiser Permit?

You need the permit if you publish advertising content online in the UAE, including if you:

1. Post sponsored content
2. Publish brand collaborations
3. Promote a product or service as part of a campaign
4. Run affiliate promotions
5. Publish promotional content even if you are not paid for it

This rule applies across major platforms, including: Instagram, TikTok, YouTube, Snapchat, Facebook, websites, and apps.

A key point that many creators overlook is that the permit requirement applies not only to paid content. Several official and legal analyses confirm that it can apply regardless of whether the promotional content is published for a fee or free of charge.

D) Who is Exempt from the Permit?

The UAE Media Council has specified exemptions.

1) People promoting their own business: If you promote a product or service you own, or a company you own, through your personal account, you are exempt.

2) Certain minors under 18: Individuals under 18 who participate in educational, athletic, cultural, or awareness activities may be exempt, provided the activity aligns with UAE age classification rules.

E) What is the Deadline to Register?

The UAE Media Council extended the registration deadline to 31 January 2026. This extension was introduced after the permit framework was launched in mid-2025, giving creators and advertisers additional time to comply.

For businesses, the deadline should not be treated as a “wait until later” date. It should be treated as a final grace period. Once enforcement increases, unregistered promotional activity may create brand and campaign risk.

F) Permit Duration and Validity

The UAE Media Council specifies clear validity periods.

1) UAE citizens and residents

The Advertiser Permit is valid for one year and is renewable.

2) Visitors

The Visitor Advertiser Permit is valid for three months and is renewable. The official announcement states it can be renewed once for an additional three months.

Some industry reporting also notes that it can be extended up to six months total, with applicable extension fees depending on the pathway used.

G) Visiting Creators: What’s Different and Why it Matters

The UAE has introduced a structured pathway for non-resident content creators visiting the country for short-term promotional work.

A visiting creator must be registered through a licensed advertising agency or talent management agency authorised to operate in the UAE and approved by the UAE Media Council.

This is important for:

1. Brand trips
2. Tourism promotions
3. Event campaigns
4. International influencer collaborations
5. Creator partnerships where the creator is flown into the UAE for content work

Process improvement for visiting creator permits

The UAE Media Council has also signed agreements with national companies to streamline the process and allow approved entities to apply on behalf of visiting creators.

For businesses, this means international campaigns should be structured properly through the correct authorised entity instead of being arranged informally.

H) Key Compliance Rules After Obtaining the Permit

The permit is not only a registration step. It also comes with compliance responsibilities.

1) Permit number must be displayed

The permit number must be clearly displayed on the creator’s relevant social media accounts and platforms.

2) No third-party use of the registered account

Permit holders are not allowed to let another person or party advertise through their registered accounts.

3) Regulatory approvals may still be required

Where required by law, creators and advertisers must obtain approvals from relevant authorities before publishing specific categories of advertisements. This is particularly relevant to regulated industries such as healthcare, finance, education, and real estate.

I) What Businesses Must Do Before Running Influencer Campaigns

Most competitor blogs focus on influencers. However, businesses are also exposed to compliance risk if campaigns are run incorrectly.

Businesses should introduce a simple internal compliance process before launching campaigns in the UAE.

1) Verify the creator’s permit:

Before signing a campaign or paying a creator, the business should request the permit number and confirm it matches the creator’s active account.

2) Ensure visiting creators are registered properly:

If a creator is visiting the UAE, the business should confirm that the creator is registered through an approved advertising or talent agency pathway.

3) Include compliance clauses in contracts

Campaign contracts should confirm:

• The creator holds a valid permit
• The creator will display the permit number
• Content will not violate any regulated advertising standards
• The creator will comply with UAE media standards

4) Be careful with regulated sectors

If your business operates in a regulated sector, do not assume the Advertiser Permit alone is sufficient. Other approvals may still be required depending on the campaign content and sector.

J) What Happens If Creators or Brands Do Not Comply?

The UAE Media Council has made it clear that the permit is mandatory for individuals publishing advertising content, and compliance requirements apply. While specific penalties vary depending on the violation and enforcement approach, the practical risks may include:

1. Campaign takedowns
2. Restrictions on future advertising activity
3. Fines or enforcement actions
4. Reputational risk for both creators and brands

Even if enforcement actions are targeted at the creator, brands can still face campaign disruption and reputational damage. That is why businesses should treat this as a commercial risk issue, not only a creator compliance issue.

K) Practical Checklist for Creators and Businesses

For content creators

1. Confirm whether your activity qualifies as advertising content
2. Register for the Advertiser Permit before the deadline
3. Display your permit number clearly on relevant platforms
4. Use only the accounts registered under your permit
5. Do not allow third parties to advertise through your account

For brands and agencies

1. Verify the creator permits before launching campaigns
2. Use approved registration pathways for visiting creators
3. Ensure contracts include compliance obligations
4. Validate sector approvals where required
5. Maintain campaign documentation and payment proof

Conclusion

The UAE’s Advertiser Permit is now part of the compliance checklist for influencer marketing.

If you publish promotional content online in the UAE, you should assume the permit applies unless you clearly fall under an exemption. This includes UAE residents and visiting creators, and it can apply whether a campaign is paid or unpaid.

For creators, the risk is straightforward. Advertising content published without the proper permit can lead to restrictions, campaign removal, or enforcement action depending on the violation.

For businesses, the risk is bigger than a fine. It can disrupt your campaign, delay approvals, and expose your brand to reputational issues. It also creates problems when you are working with visiting creators, where the correct agency pathway is mandatory.

The safest approach is to treat the Advertiser Permit the same way you treat trade licensing or visa compliance in the UAE. Do not leave it until the last minute. Verify permit status before campaigns go live. Make sure contracts reflect the correct compliance obligations. And avoid publishing content that could fall into regulated categories without the right approvals.

How EZONE Can Help with the Permit

As one of the top business setup services providers in Dubai, EZONE supports businesses, agencies, and creators who want to stay compliant while operating in the UAE by assisting in processing their advertiser permit and freelance permit.

FAQ’s about the UAE Advertiser Permit