From October 2025, anyone posting promotional content on social media in the UAE must obtain a mandatory Advertiser Permit—commonly known as the Mu’lin permit. This rule applies to both residents and visitors and is aimed at professionalising the digital advertising sector and protecting consumer trust.
In a landmark move to strengthen advertising ethics and accountability in the digital sphere, the United Arab Emirates has unveiled updated regulations governing social media influencers and advertisers operating within the country. Announced by the UAE's Ministry of Economy and the National Media Office, the new rules aim to bring more transparency, consumer protection, and legal clarity to the booming online marketing and influencer ecosystem.
Who Is Affected?
The new rules apply to all individuals and companies engaged in advertising and promotional activities across social media platforms such as Instagram, TikTok, YouTube, Snapchat, Facebook, and other digital channels. This includes:
In short, whether you’re an independent content creator or a brand commissioning influencer campaigns, these guidelines are binding if you’re operating within the UAE or targeting the UAE audience.
Permit Now Mandatory for All Promotional Activities
A key highlight of the updated regulations is the requirement of an advertising license or influencer permit issued by the UAE’s regulatory authorities. Any individual or company involved in paid promotions or barter deals (receiving free products or services in exchange for content) must obtain this permit prior to launching any campaigns.
Failure to comply may result in fines, suspension of activities, or legal action.
According to the authorities, this permit system ensures that influencers operate under a legally accountable framework that safeguards the rights of both consumers and advertisers. It also helps distinguish between genuine content and paid promotions.
Clear Labelling of Paid Content
The regulations emphasize transparency and disclosure. All promotional content must clearly be marked as such. Influencers and advertisers must indicate, in an obvious manner, that the content is sponsored, paid for, or part of a commercial partnership. Hashtags such as #ad, #sponsored, or similar identifiers must be visibly placed.
Hidden advertising, misrepresentation, or failure to disclose a paid relationship could result in heavy penalties.
Content Responsibility Lies with Influencer and Advertiser
Both the content creator and the sponsoring company will be held equally responsible for any misleading, false, or harmful advertising. Content must not violate public morals, religious sentiments, or community values. Promotions for restricted items like tobacco, alcohol, or unapproved medical products are prohibited.
Moreover, content that includes false claims (e.g., "guaranteed weight loss" or "100% cure") will be closely scrutinized. Violators may face fines or risk losing their license.
Advertising Contracts Must Be Transparent and Legal
Another requirement under the new system is the need for written contracts between influencers and businesses. These contracts should clearly specify the terms of collaboration, payment, deliverables, usage rights, and duration of the campaign. Contracts must also be in compliance with UAE law and can be audited by regulatory authorities if needed.
Freelancers and influencers registered with free zones such as Dubai Media City or Fujairah Creative City must ensure their contracts align with the mainland UAE advertising rules as well.
Role of Advertising Agencies and Platforms
Agencies managing influencer marketing campaigns must now take full responsibility for ensuring their influencers are compliant. This includes verifying that influencers have proper permits, contracts, and are not breaching content guidelines.
Similarly, digital platforms hosting ads or influencer content could be asked to remove non-compliant content or face regulatory actions.
Penalties for Non-Compliance
Violations of the new guidelines can lead to:
The Ministry of Economy has encouraged citizens to report suspicious or misleading advertisements through the official UAE Consumer Protection channels.
Why These Rules Matter Now
With the exponential rise in influencer-driven marketing in the UAE and the wider region, regulatory authorities are stepping in to protect public interest and ensure the sector grows with integrity. The UAE has consistently ranked as one of the highest per capita consumers of social media, and with that influence comes responsibility.
This move also aligns the UAE’s influencer landscape with international advertising standards and supports its goal of becoming a global hub for ethical digital business practices.
Final Takeaway
If you’re a content creator, agency, or brand operating in the UAE, these new regulations are not just guidelines—they are enforceable rules. Securing proper permits, maintaining clear disclosures, and following content standards are now non-negotiable. As influencer marketing matures, the UAE is making it clear that professionalism and transparency must take center stage.
