Table of Contents
Topic Summary
1. Significant Budget Reallocation Towards Influencer Marketing
Brands across the GCC have transitioned from viewing influencer marketing as an experimental tactic to a central component of their advertising strategies. This shift is reflected in the substantial reallocation of budgets to support sustained influencer partnerships rather than short-term campaigns.
2. Deepening and Long-Term Brand Partnerships
Influencer collaborations have evolved from transactional endorsements to strategic, long-term partnerships. Brands now prioritise building authentic relationships with influencers who align with their values, fostering greater trust and engagement with target audiences.
3. Influence on Consumer Purchasing Behaviour
Social media influencers in the GCC exert a direct and measurable impact on consumer purchasing decisions, rivaling the influence traditionally held by conventional advertising channels. Their content serves as a trusted source of product recommendations and brand narratives.
4. Rapid Growth of the Influencer Community in the GCC
As of 2025, the GCC region encompasses approximately 263,000 social media influencers and content creators, highlighting the expanding digital ecosystem. This growth underscores the increasing importance of influencers within the marketing mix of brands targeting Middle Eastern consumers.
5. Regulatory Developments in the UAE
In response to the burgeoning influencer economy, the UAE has implemented clearer regulations governing social media creators. These regulatory frameworks aim to enhance transparency, protect consumer interests, and establish professional standards within the influencer marketing industry.
Influencer marketing is no longer an experiment for brands. Budgets have shifted, partnerships have deepened, and social media now influences purchasing decisions as directly as traditional advertising once did. As of 2025, countries across the GCC, including Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates, are collectively home to an estimated 263,000 social media influencers and content creators.
In response, the UAE has introduced clearer social media creator regulations. As of February 1, anyone publishing advertising or promotional content on social media must hold a valid Advertiser Permit in the UAE. For creators who built careers on Instagram, TikTok, YouTube, blogs, or affiliate platforms, this marks a decisive moment: the UAE has formally moved influencer marketing from an informal ecosystem into a regulated commercial activity.
This article explains the rule in simple terms: what counts as advertising, who the influencer permit in Dubai applies to, how the system works, and how creators and brands can align with it moving forward.
Understanding the Advertiser Permit in the UAE
The UAE Advertiser Permit is an official authorisation issued by the UAE Media Council that allows individuals or entities to publish advertising or promotional content across social media platforms, websites, blogs, and other digital channels in the UAE.
It is issued under the UAE’s Federal Media Law No. 55 of 2023 and anchors influencer marketing within the same regulatory category as traditional advertising. In short, if content is commercial in nature, it is expected to follow advertising standards, regardless of whether it appears on a billboard or an Instagram feed.
The Type of Content Classified as Advertising Under the New Rules
The permit applies to any content created with promotional intent, including:
- Sponsored posts and brand collaborations
- Affiliate or referral promotions
- Gifted or barter-based partnerships
- Paid endorsements or testimonials
- Promotional content published on social media, blogs, or websites
The regulation is activity-based, not popularity-based. Follower count, reach, or platform size does not determine whether a permit is required. What matters is whether the content promotes a product, service, or brand as part of a commercial arrangement.
Personal posts, opinions, or non-commercial content generally fall outside the scope, but once promotion is involved, the content is treated as advertising.
Who the Advertiser Permit Applies To
The requirement applies broadly across the digital advertising ecosystem, including:
- Influencers and content creators
- Bloggers and digital publishers
- Individuals promoting brands or services online
- Agencies managing influencer campaigns
- Businesses advertising through creators
Organisations are also expected to verify that any advertiser or creator they work with holds a valid advertiser permit, helping ensure campaigns are aligned with UAE media standards from the outset.
It applies to:
- UAE citizens and residents
- Visiting or international influencers creating promotional content in the UAE
For visiting creators, the system includes a temporary visiting advertiser permit, ensuring campaigns involving international talent can still operate compliantly.
From Rollout to Routine: Understanding the Timeline
The Advertiser Permit was introduced with a clear rollout period to give creators, brands, and agencies time to prepare. The permit was required to be obtained by February 1, 2026, which marked the point at which the framework formally took effect and became the standard basis for advertising on social media in the UAE.
Before February 1st:
- The permit framework was being introduced and explained
- Creators were encouraged to apply and familiarise themselves with the rules
- Awareness, guidance, and onboarding took priority
From February 1st onwards:
- The UAE Advertiser Permit is now the expected baseline
- Promotional content is assessed within this established framework
- Brands and agencies will increasingly include permit checks in campaign planning
How the Permit Fits Into the Creator Economy
The permit formally recognises influencer marketing as advertising. That one shift changes the tone of the entire ecosystem. Creator content is no longer treated as informal promotion. It sits alongside traditional media, with clearer expectations and higher standards.
In practice, the framework is designed to:
- Lift the overall standard of sponsored content
- Safeguard audiences from unclear or exaggerated promotions
- Promote more transparent, high-quality brand partnerships
- Create space for local creative talent to grow within a regulated market
You’ll see this play out in everyday creator work:
- A beauty creator is clear about what’s sponsored
- A fitness influencer avoids promoting unverified supplements
- A tech reviewer discloses partnerships without hesitation
For creators, this brings structure. Less guessing. More confidence.
For brands, it brings clarity. Cleaner contracts. Consistent campaigns.
For audiences, it builds trust.
How to Apply for a UAE Advertiser Permit
The application process depends on whether the creator is a UAE resident or a visitor.
For UAE Residents and Citizens
Applicants generally must:
- Apply via the UAE Media Council Website
- Be 18 years or older
- Have a clean media compliance record
- Hold an appropriate electronic media license or business license, where required
The permit is typically issued annually and can be renewed free for the first three years.
Through Meydan Free Zone, creators can obtain a business license with activities such as media, marketing, or content creation through a fully digital setup, including options like the Fawri license, which enables company formation in under 60 minutes.
For Visiting or International Influencers
Creators visiting the UAE for campaigns can apply for a Visiting Advertiser Permit through a UAE-based advertising, media, or talent management agency accredited by the UAE Media Council.
- Valid for up to three months (renewable once, with up to six months of compliant activity in the UAE)
- Can be extended depending on campaign duration
- Allows visiting creators to participate in brand campaigns legally
Exemptions to the Rule
An advertiser permit is not required for:
- Personal accounts promoting only their own products or services
- Minors under 18 producing content related to education, culture, sport, or awareness (subject to classification rules)
What Permit Holders Are Required to Do
Once issued, the UAE Advertiser Permit comes with clear operational expectations.
Permit holders must:
- Comply with UAE advertising and content standards
- Clearly display their permit number on their social media profiles
- Publish advertisements only through registered accounts linked to the permit
- Verify advertisers and avoid promoting fraudulent or fictitious entities
These requirements are designed to build trust across the ecosystem for audiences, brands, and creators alike.
Fines and Penalties Under the Advertiser Permit Framework
The deadline to obtain a UAE Advertiser Permit has passed, and the permit is now the standard requirement for publishing advertising or promotional content on social media in the UAE. As a result, promotional content published without a valid permit is subject to fines.
The introduction of the UAE Advertiser Permit marks a clear turning point for influencer marketing in the UAE. What was once informal is now recognised for what it truly is: a meaningful advertising channel operating within a defined framework.
It’s important to be clear: publishing promotional content without a valid permit can now lead to fines. But this shift isn’t about restricting creativity or slowing the creator economy down. It’s about setting shared standards that protect audiences, give brands confidence, and help creators operate with certainty.
For those building influence professionally, the direction is simple. Get aligned, stay compliant, and keep creating. With clearer rules in place, the UAE’s creator ecosystem is better positioned to grow, responsibly, sustainably, and with confidence.
Frequently Asked Questions
1. Is an advertiser permit mandatory for influencers in the UAE?
Yes. February 1, 2026, was the deadline to obtain an advertiser permit. From this date onwards, anyone publishing advertising or promotional content on social media in the UAE is required to hold a valid permit issued by the UAE Media Council. Influencers who promote ads without a permit after this deadline may be subject to fines, in line with the UAE’s advertising regulation.
2. What type of content requires an advertiser permit?
Any content created with promotional intent requires a permit. This includes sponsored posts, brand collaborations, affiliate or referral links, gifted partnerships, paid endorsements, and other commercial promotions published on social media, blogs, or websites.
3. Do visiting or international influencers need an advertiser permit?
Yes. Visiting or international influencers creating promotional content in the UAE must obtain a Visiting Advertiser Permit through a UAE-based advertising, media, or talent management agency accredited by the UAE Media Council.
4. Are there any exemptions to the Advertiser Permit requirement?
Yes. Personal accounts promoting only their own products or services are exempt. Minors under 18 may also be exempt when producing content related to education, culture, sport, or awareness, subject to classification rules.
5. What happens if promotional content is published without a permit?
Publishing advertising or promotional content without a valid advertiser permit may result in fines. Penalties vary depending on the violation and can include financial fines, daily penalties for expired permits, or higher fines for serious or repeated breaches.
