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The UAE Advertiser Permit in 2026: what brands and creators need to know

By Bil Baz · Published

Short answer. Anyone who publishes advertising on social media from the UAE, paid or unpaid, needs an Advertiser Permit. Enforcement began in February 2026, and brands and agencies must check a creator's permit before they hire them. UAE citizens and residents get the permit free for the first three years; visiting creators apply through an accredited agency for three months at a time.

At a glance

Legal basisFederal Decree-Law No. 55 of 2023 on Media Regulation; UAE Media Council Decision No. 3 of 2025; fines under Cabinet Resolution No. 42 of 2025
RegulatorThe UAE Media Council created the permit; the National Media Authority now administers and confirms the rules
Who needs itInfluencers, content creators and individual advertisers who publish promotional content, paid or in exchange for products, services or other benefits, with no follower-count threshold
Not advertisingPurely personal, non-commercial content; promoting your own registered business; some educational, cultural, sports or awareness content by minors
Who can hold itAn individual through a sole establishment or freelance licence with a media or advertising activity; companies with several shareholders cannot hold it
CostResidents and citizens: free for the first 3 years, then AED 1,000 a year. Visitors: AED 500 per 3-month permit
ValidityResidents: 1 year, renewable. Visitors: 3 months, renewable once (6 months at most)
How to applyResidents: the UAE Media Council / National Media Authority online portal. Visitors: through an accredited UAE advertising or talent agency
PenaltiesFrom about AED 5,000 to AED 10,000 for advertising without a permit, rising with repeat or serious breaches; content breaches up to AED 1,000,000

Sources differ on some details (the deadline is given as 31 January or 1 February 2026, and fine amounts vary by summary), so check the official portal before acting.

For creators: the checklist

  1. Hold a licence that qualifies: a sole-establishment or freelance licence that includes an electronic media, content creation or online advertising activity.
  2. Apply on the official portal and keep the permit number.
  3. Show the permit number on every social profile you advertise from, and advertise only from those registered accounts.
  4. Label every paid or gifted post as an advert, using the platform's paid-partnership tool as well.
  5. Some sectors (health, finance, real estate, education) may need extra approval from their own regulator before you advertise them.
  6. Renew on time: a permit that is not renewed lapses 30 days after it expires.

For brands and agencies: the checklist

  1. Ask every creator for their permit number before you brief them, and check it.
  2. Put the permit number and a labelling clause in the contract.
  3. Hiring a creator who is visiting the UAE? The application goes through an accredited agency, with a contract between the creator, the agency and your company.
  4. Your company cannot hold the permit on a creator's behalf; each individual applies for their own. A company whose licence includes media activities may need its own media licence.
  5. Keep proof of each check: brands and agencies can be held responsible for unlicensed advertising they commission.

About the author

Bil Baz is a Dubai-based Arabic and English creator and founder of BAZ (BazSocial.com). He holds UAE Advertiser Permit 3726029 and makes labelled brand campaigns for Gulf audiences. This guide is general information, not legal advice; for your own case, ask a UAE lawyer or the regulator.

Sources