UAE influencer licence deadline looms

Social media content creators in the country will be required to hold an official ‘advertiser permit’ to post promotional content in the UAE from 31 January 2026 or risk campaign disruptions, reputational damage and even significant financial penalties.

The changes follow the rollout of updated media regulations aimed at professionalising the country’s booming influencer industry. The new rules require any influencer, content creator or digital marketer in the UAE that posts either ads or promotional material on social media, whether paid or unpaid, to be registered and licensed by 31 January. It is believed to be the first permit system of this kind adopted in the Middle East.

The new permit system was introduced under the Federal Decree-Law No. 55/2023 On the Regulation of Media and initially announced by the UAE Media Council in mid-2025 with an expected October 2025 deadline. This enforcement deadline was later extended to 31 January 2026 by the National Media Authority (NMA), which replaced the Media Council as national media regulator in December, to give content creators more time to comply.

From this date, an ‘advertiser permit’ will be mandatory for anyone in the UAE that creates promotional online content online, whether advertising or sponsored content or even if they do so in exchange for free products or services. In effect, the new regime brings social media advertising in line with traditional advertising laws in the country by requiring formal approvals and oversight. 

The changes are expected to raise advertising standards and accountability and put social media influencers and content creators in the UAE on a par with licenced professionals in the media sector. The changes follow the UAE establishing the Middle East’s first licensing regime for ‘finfluencers’ – financial influencers – in 2025 as influencers in the country hold increasingly more power over retail investor behaviour.

As well as affecting influencers and micro-influencers across platforms such as Instagram, TikTok, YouTube and Facebook, all other entities that pay for or facilitate promotional content – including marketing agencies, PR firms, brands that employ influencer marketing and in-house marketing teams at companies – will also be required to comply. Foreign influencers visiting the UAE for events or collaborations are also affected and will need to be licensed for any promotional content they post during their stay.

To obtain a permit, applicants must be at least 18 years old; have a valid UAE trade licence or freelancer licence that permits media or advertising activities; and hold a certificate of good conduct that has been cleared by the police.

The permit application is submitted through the NMA’s online portal where it will be reviewed and typically issued within a few working days once all documents are in order.

Notably, the permit will be free for the first three years for all UAE citizens and residents who register with the NMA before the 31 January deadline. Starting in year four, an annual renewal fee of AED 1,000 will apply.

For foreign influencers visiting the UAE, a shorter visitor advertiser permit can be obtained through a local licensed agency for AED 500 for a three-month term. This is renewable once for an additional three months. All permits must be renewed as required to remain valid for continuous advertising activities. 

Although the permit is free for UAE citizens and residents who successfully register before the enforcement deadline, those who fail to do so and post social media content are being warned that they could face fines of up to AED 10,000.

Commenting on the new permit requirements, Martin Hayward, a technology and media expert at Pinsent Masons, said: “The new influencer licensing regime in the UAE is a watershed moment for digital marketing. It brings much-needed clarity and accountability. Content creators now have a clear framework that legitimises their work, and brands know the partners they hire are vetted and responsible.”

The government says the legislation will help to better protect consumers from false or harmful advertising and bring greater transparency by making sponsored content and paid-for promotions more clearly identifiable via licensed accounts. The new system is also expected to boost the credibility of the UAE’s influencer industry, help it attract more investment and talent and enhance the country’s position as a global hub for high-quality digital content creation.

All registered influencers will be required to display their advertiser permit number clearly on their social media profiles and only registered accounts linked to the permit can be used for advertising posts. Influencers are prohibited from letting others use their accounts to advertise. Certain sectors, including health, finance, real estate and education, may also require additional approvals from relevant authorities before posting.

Sarah Khasawneh of Pinsent Masons said the new permit system would mark a “pivotal shift” in how influencer marketing is regulated across the UAE. “For clients in the legal, media, and corporate sectors, this is more than a compliance checkbox – it’s a strategic inflection point. Brands must now ensure that every influencer they engage is properly licensed or risk campaign disruptions, reputational damage, and significant financial penalties. For influencers, the permit offers legitimacy and a clearer path to professionalisation.”

Creators and companies are being urged to get their licences in order ahead of the looming enforcement deadline. Going forward, they must ensure that they label all sponsored content clearly in line with NMA guidelines.

Khasawneh said it would also be important for companies to carry out due diligence on influencer partners in light of the changes. “Before engaging or paying any influencer for a campaign, ask for proof of their advertiser permit. You might create an internal checklist or add a clause in influencer contracts requiring the influencer’s NMA permit number and compliance with the law.”

In-house marketing teams and legal counsel will also need to ensure their businesses’ official social media channels are also covered or that any employees acting as brand ambassadors are properly licensed if required. Marketing agencies that produce content or manage advertising may also need to secure their own licence or register with the authorities, added Khasawneh.

Hayward said the introduction of the advertiser permit formed part of a wider overhaul of media and advertising laws in the UAE and that further regulations and clarifications are expected from the NMA in the coming months.