Advertising in the Middle East follows the same ad platform policies as anywhere else, plus national rules on media content, influencer ads, discounts, personal data and restricted products. The rules differ by country and change often: the UAE replaced its media regulator in December 2025, and both the UAE and Saudi Arabia now require permits for influencer advertising. This guide summarises the advertising rules in the Middle East that global brands should check before they launch campaigns, with a focus on the UAE and Saudi Arabia. It is general information, not legal advice, so confirm the current rules with a legal adviser in each country.
Who Regulates Advertising in the UAE and Saudi Arabia
| Area | UAE | Saudi Arabia |
|---|---|---|
| Media content and advertising | National Media Authority, under Federal Decree-Law No. 55 of 2023 on the Regulation of Media | General Authority of Media Regulation (GAMR) |
| Influencer advertising | Advertiser Permit, required since the end of January 2026 | Mawthooq licence |
| Discounts and promotions | Check the rules of each emirate | Discount licence from the Ministry of Commerce |
| Personal data | The UAE's federal data protection law | Personal Data Protection Law (PDPL) |
Media Content Standards in the UAE
The UAE media law sets content standards that cover advertising as well as news and entertainment. Ads must respect the country's culture, identity and values, must not mislead, and must be clearly separate from editorial content. Penalty rules issued in 2025 allow fines of up to AED 1 million for content violations. Ads for health, finance, real estate and education may need extra approvals before they run.
Influencer Advertising Permits
Both countries require influencers to hold a permit before they publish paid content: the Advertiser Permit in the UAE and the Mawthooq licence in Saudi Arabia. The Saudi Ministry of Commerce has told businesses that every commercial advertisement featuring influencers must be licensed. Check each creator's permit before the campaign and add it to the contract, as our guide to influencer advertising permits in the Middle East explains.
Discount and Promotion Licences in Saudi Arabia
In Saudi Arabia, shops and online stores need a discount licence from the Ministry of Commerce before they advertise a sale, and online stores should show the licence on their website. Competitions and prize promotions also need a licence. Build the licence into the plan for seasonal campaigns, as our guides to White Friday and Saudi National Day and Founding Day explain.
Restricted Products and Sensitive Content
| Category | What to check |
|---|---|
| Alcohol | Banned in Saudi Arabia and Kuwait and restricted elsewhere. Check each ad platform's alcohol policy for each country. |
| Gambling | Banned or heavily restricted across the region, and restricted by ad platform policies. |
| Health products and medicines | Claims and ads may need approval from the national health authority. |
| Financial products | Ads may need approval, or must follow the rules of financial regulators. |
| Religion and national symbols | Treat with respect, and keep them out of humour and hard sales messages. |
Ad Platform Policies Still Apply
Google Ads, Meta, TikTok and Snapchat apply their own policies on top of local law. Some categories, such as gambling, financial services and healthcare, need certification or extra checks in certain countries, and an ad that runs in Europe can be rejected in Saudi Arabia. Read each platform's policy for every target country before you build the campaign. Our guides to Google Ads in the Middle East and TikTok Ads in the Middle East cover the setup.
Cultural Norms That Affect Approval and Results
- Choose modest clothing in visuals, and avoid suggestive images.
- Keep religious verses and symbols out of commercial ads.
- Check maps, borders, place names and flags carefully before you use them.
- Adjust tone and timing during Ramadan, as our Ramadan marketing guide explains.
- Have native speakers review Arabic copy and visuals. Our guide to common Arabic marketing mistakes shows what goes wrong without that review.
Data and Privacy Rules for Ads
Retargeting, lead forms and email sign-ups all use personal data. Saudi Arabia's PDPL and the UAE's data protection law set rules on consent and data use, so collect clear consent and keep records of it, as our guide to PDPL compliance for marketers explains.
Pre-Launch Checklist
- Check the platform policies for each product and country.
- Check whether your sector needs approval, such as health, finance, real estate or education.
- Confirm influencer permits and add them to contracts.
- Get discount or promotion licences in Saudi Arabia before you announce a sale.
- Have native speakers review Arabic copy and visuals for cultural fit.
- Check consent for retargeting and lead forms.
- Keep records of approvals, permits and licences for every campaign.
Conclusion
Advertising rules in the Middle East combine platform policies with national rules on media content, influencer permits, discounts, data and restricted products, and they change often. Check them for each country before every campaign. GOTOMENA plans and runs Arabic ad campaigns with these checks built in through our Arabic Google Ads and PPC services. To plan your campaigns, contact our team.