UAE Influencer Permit 2026: Requirements, Fees, Exemptions and Fines

Digital media has created new advertising opportunities. The influencer market is growing rapidly in the United Arab Emirates (UAE), and influencers often receive PR packages from brands in exchange for promotional content. This scenario has drawn attention to the legal framework for digital advertising in the UAE. The UAE Media Council introduced the Advertiser Permit in July 2025 for individuals publishing paid or unpaid promotional content, with the compliance deadline extended to 31 January 2026. The permit is currently administered under the National Media Authority Regulations. However, the Visitor Advertiser Permit costs AED 500 and is valid for 3 months, whereas UAE citizens and residents can receive the permit free of charge for the first three years.

In 2026, the advertising permit is regulated under Federal Decree-Law No. 55 of 2023 on Media Regulation. It is supported by Decision No. 3 of 2025, which regulates advertising content published by influencers and digital content creators. In addition, Cabinet Resolution No. 68 of 2024 ensures the practical implementation of the Media Regulation Law. Cabinet Resolution No. 42 of 2025 outlines the penalties and fines for individuals who violate media or advertising rules.

UAE-based influencers may have a situation where they may need the approval of a trade license and an advertiser permit. It depends on their role and the content that they are promoting in the region. UAE residents would need both a license and a permit if they are promoting third-party brands. Sponsored content by the visitor will use the agency route and needs a visitor permit in the UAE. If you are promoting your own business on your personal account, you must have a business license, but you are exempt from the advertiser permit. Individuals under 18 who create educational, sports, cultural or awareness-related content may qualify for an exemption from the Advertiser Permit, subject to applicable conditions. Influencers aged 15 to under 18 may undertake certain advertising activities where permitted under applicable UAE regulations. Age-based exceptions, guardian consent and relevant work permits must be assessed according to the circumstances.

The advertising content requires approval in the UAE, regardless of whether it is a paid or unpaid campaign. A permit for content is required if the following are captured in the social media post:

• Gifted-product reviews
• Event promotions
• Paid brand campaigns
• Affiliate promotions
• Unpaid brand endorsements

The UAE authorities have created a step-by-step guide on how to obtain the advertiser permit when required:

1. Identify the activity: Analyse the activity; if it is related to the promotion of gift products, events, brands, or leads to affiliate links or barter deals, then it needs an advertiser permit.
2. Exemption Status: Individuals advertising their own products or services, or those of a company they own, through their personal accounts are exempt from the Advertiser Permit. Other exemptions apply under specific conditions.
3. Ensure the right license: Before applying for the Advertiser Permit, ensure that your trade licence covers the relevant electronic advertising or commercial activity.
4. Prepare the documents: Before applying for a license or permit, you must ensure that all relevant documents have been prepared. It includes a passport, personal photo and commercial license.
5. Register your Social Media Accounts: For legal advertising, get your account registered with the authorities; otherwise, the published content might get removed.
6. Legal Compliance: Applicants must comply with UAE media content standards and the applicable permit conditions. They must also satisfy the requirements concerning good conduct, previous permit cancellations and outstanding financial obligations to the authority.
7. Submit documents to NMA: The National Media Authority (NMA) monitors the advertising content and social media accounts. Thus, an advertiser permit is obtained through NMA in the UAE.
8. Registered Account with Permit Number: Once your account has been registered, it is crucial to add the permit number to your registered accounts. Always ensure you follow the permit rules.

An advertiser permit provides you with legal authorisation to start doing promotions on your registered social media accounts. Responsibly, the individual should publish the permit number on their social media accounts. Those accounts shall not be managed or used by third parties. Also, while collaborating with new agencies or companies, always identify whether the advertiser is registered or fake. All content shall meet the criteria provided by NMA in the UAE. Violating a media law will lead to heavy financial fines, depending on the violation.

As an influencer, it is important to obtain the Advertiser Permit in the UAE. Let the legal team of ASK THE LAW, the online legal platform of Al Shaiba Advocates & Legal Consultants in Dubai, assist you with regulatory matters for advertising and influencer agreements. Let’s book your consultation before you work on the next campaign!