Hiring Influencers in the UAE? Check the Advertiser Permit First

If you are hiring influencers in the UAE, the first thing to check is no longer follower count or engagement rate. It is whether the creator holds a valid Advertiser Permit from the UAE Media Council. Since 1 February 2026, individuals who publish advertising content on social media in the UAE need this permit, and businesses are expected to work only with permit holders.

This article is general information, not legal advice. For your specific situation, check with the UAE Media Council or a UAE-qualified lawyer.

What is the UAE Advertiser Permit?

The Advertiser Permit is a licence that individuals must hold before publishing advertising content on social media in the UAE. According to law firm Al Tamimi & Company, it was introduced by the UAE Media Council under Decision No. (3) of 2025 and Federal Decree-Law No. (55) of 2023 on Media Regulation, and it applies to citizens, residents and visitors.

Two points surprise many business owners:

• It covers unpaid promotion too. The National, reporting the Council’s announcement, said the permit is needed whether the content is paid for or not. Gifted products and barter deals are not a way around it.
• The permit is tied to the account. The National, citing state news agency WAM, reported that ads may only be published through an account registered with the Council and linked to the permit holder, and that holders may not let anyone else advertise through that account.

Who needs the permit, and who is exempt?

Anyone promoting a product, service or event on social media in the UAE generally needs the permit, with a few exemptions. As reported by The National, quoting WAM, the rule does not apply to an individual who promotes their own product or service, or a company they own, through their personal account. It also exempts people under 18 doing educational, athletic, cultural or awareness activities.

Confirm the current wording with the Council before relying on an exemption.

Can my company get an Advertiser Permit?

No, a company cannot hold the Advertiser Permit in its own name. Al Tamimi reports that the National Media Authority has confirmed the permit is only issued where the trade licence is held by a single individual, such as a sole establishment or a freelancer licence. A company with multiple shareholders, or with a corporate shareholder, is not eligible.

That has two practical effects:

1. You cannot cover your creators under your company. A company cannot apply on behalf of the individuals it works with. Each creator needs their own permit.
2. Your company may need a different licence. Al Tamimi notes that a company publishing advertising content on social media may need a media licence from the Council if its trade licence includes media-related activities, to be checked case by case.

What about visiting influencers?

Visiting creators can get a permit, but only through an approved agency. According to Al Tamimi and The National, non-resident creators must register through an advertising or talent management agency that is licensed and approved by the UAE Media Council, and the agency applies on their behalf.

Al Tamimi says a Visiting Advertiser Permit is valid for three months and can be extended once, to a maximum of six months. If you fly in a creator for a launch, build the permit into your timeline.

How much does the permit cost?

The permit is free for the first three years, according to Council officials quoted by The National. Al Tamimi adds that after those three years, renewal is subject to a fee of AED 1,000 per year for citizen and resident permits, and that the visiting permit carries a fee of AED 500 for issuance and for renewal. Citizen and resident permits are valid for one year and are renewable.

What happens if the rules are broken?

Penalties apply under Cabinet Resolution No. (42) of 2025, according to Gulf News, which reported a fine of AED 10,000 for a first offence of operating without a licence, with higher amounts for repeat and more serious violations. The risk is not only the creator’s. Al Tamimi advises that liability for non-compliant advertising content can extend to the business that commissioned it, and Gulf News reports that organisations must verify that any advertiser they work with holds a valid permit.

What should a business owner check before hiring influencers in the UAE?

Treat the permit like a supplier’s trade licence: check it before you sign. A simple checklist:

• Ask for the permit number and confirm it is clearly shown on the creator’s social media profile, as the rules require.
• Confirm the account. The post should go out from the account registered against that permit.
• Check the dates. The permit should be valid for the whole campaign.
• For visitors, ask which approved agency is handling their permit and get confirmation before booking travel.
• Write it into the contract. Include a clause that the creator holds a valid permit for the campaign period and will follow the Council’s content standards.
• Check sensitive categories. Gulf News reports that some specialised ads need prior approval. If you are in a regulated sector such as real estate, health or finance, confirm this before content is produced. Our guide to digital marketing for real estate agents in the UAE covers other parts of that market.
• Review your own licence for media activities if your company publishes ads itself.

A permit tells you a creator is allowed to advertise, not that they fit your audience, so still check audience location and past brand work. If you are weighing in-house content against outside help, our comparison of in-house teams versus a social media agency in the UAE may help.

How Azizi Media can help

Azizi Media serves businesses in India, the UAE and the US with influencer marketing alongside social media and performance marketing. If you want a second pair of eyes on an upcoming campaign, start with a free audit through our contact page.

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