The UAE advertiser permit: what brands must check before hiring influencers

Anyone who publishes promotional content on social media in the UAE now needs an advertiser permit from the UAE Media Council. That includes paid posts, gifted posts and unpaid promotion. Most guides explain how influencers get one.

This one is for the other side of the deal: the brands and marketing teams who hire them. What should you check before a creator posts in your name, and what belongs in the contract? Here is what we do on every influencer campaign we run.

What is the advertiser permit?

It is a permit issued by the UAE Media Council to individuals who publish advertising or media content through their social media accounts and other digital platforms. The aim is a cleaner advertising market. Audiences know when they are looking at an ad, and advertisers follow the UAE’s media content standards.

Who needs one?

Every individual who promotes another party’s product or service on social media, whether they are a UAE citizen, a resident or a visitor. It is not only about paid deals. A post in exchange for a gift or free product counts, and so does unpaid promotion.

For your brand, that means every influencer or content creator promoting you needs a valid permit, even if all they receive is product.

The permit types at a glance

Category	Valid for	Cost	How to apply
UAE citizens and residents	One year, renewable	Free for the first three years	UAE Media Council e-services
Visitors	Three months, renewable	Check with the approved agency	Through an advertising or talent agency approved by the Council

Applicants must:

• be at least 18;
• be of good conduct;
• hold a trade or freelance licence (citizens and residents);
• complete the Council’s training programme.

Six checks before you hire a creator

1. The permit number, valid for the whole campaign. Ask for the permit number in writing before you sign anything. Make sure it is valid for the full campaign, not just on the day you sign. If it expires mid-campaign, agree on the renewal up front.

2. The number shown on their account. Permit holders must display their permit number clearly on their accounts. If you can’t find it, ask before you go further.

3. Creators flying in. A creator visiting the UAE for your campaign or event needs a visitor permit, issued through an approved agency for a limited period. Check the agency, and check that the permit covers your posting dates.

4. The account owner posts. Permit holders may not let anyone else advertise through their accounts. If you are offered a post on an account run by someone other than the permit holder, that is outside the rules.

5. Approvals for your product. The permit covers the creator, not your product. Some products, such as certain health or financial ones, may need approval from other authorities before they are advertised. Check this before the brief is written.

6. The content itself. Every ad must meet the UAE’s media content standards: no misleading claims, and nothing that offends local values and culture. Review the words and the visuals before posting, not after.

What to put in the influencer contract

• Permit clause: the creator confirms they hold a valid permit, states the number, and keeps it valid for the length of the contract.
• Content approval: you see and approve the final post, including the wording and how it is marked as an ad.
• Edit and takedown: the creator edits or removes the post if you ask for regulatory reasons.
• Tax registration: the creator registers for tax where the law requires it.
• Reporting: what they send you after posting (numbers, screenshots) and by when.

This is our checklist, not a legal template. Your legal adviser should draft the final contract.

What happens if the rules are broken?

Penalties are set under the UAE’s media law. They can include removal of the content, fines, and suspension or cancellation of licences for repeat offences. Published reports still differ on the fine amounts and on who carries them, so check the UAE Media Council for the current official text.

Fines aside, the post carries your brand’s name. A post taken down, or a creator breaking the rules mid-campaign, costs your audience’s trust before it costs the creator anything.

How we run influencer campaigns at Talk The Walk

1. We choose creators whose audiences match yours.
2. We check their permits before any deal.
3. We write the brief and approve the content before it goes live.
4. We track results and report on them.

Our influencer work runs alongside social media, PR and advertising, so the message is the same everywhere.

That is how we launched Almentor in the UAE, Saudi Arabia and Egypt at once, with market entry strategy, social media, influencer marketing and PR. In the first year, the marketing delivered a positive return on investment.