In the UAE and Saudi Arabia, influencers need a government permit before they publish advertising or promotional content. The UAE calls it the Advertiser Permit, and it has been required since the end of January 2026. Saudi Arabia has the Mawthooq licence. Both countries also expect brands to work only with licensed creators. This guide explains influencer advertising permits in the Middle East and what a global brand should check before a sponsored post goes live. It is a marketing guide and does not replace legal advice. The rules change often, so confirm the details with the regulator or a legal adviser before each campaign.
Why Influencer Permits Matter for Global Brands
Influencer marketing is one of the main ways brands reach consumers in the Middle East, as our guide to the creator economy in the Arab world explains. Global brands often run these campaigns from their headquarters, through an international agency, or by inviting creators to a launch event in Dubai or Riyadh. In each case, the brand has to check the creator's permit. A post by an unlicensed creator can cause problems for the creator and for the brand that paid for it.
Influencer Permits by Country
UAE: The Advertiser Permit
The UAE Media Council announced the Advertiser Permit in July 2025, under Federal Decree-Law No. 55 of 2023 on the Regulation of Media. In December 2025 the National Media Authority (NMA) replaced the Media Council as the national media regulator, and the deadline to get the permit was extended to 31 January 2026.
These people need the permit:
- Anyone in the UAE who publishes advertising or promotional content on social media, websites or apps, whether the post is paid or unpaid. Posts in exchange for free products or services count too.
- Foreign influencers who visit the UAE and post promotional content during their stay. They need a visitor permit.
- Anyone a business hires to advertise for it. Business owners who promote only their own business do not need a permit.
Applicants must be at least 18, hold a UAE trade licence or freelancer licence that allows media or advertising activity, and have a certificate of good conduct. The permit is renewed every year. UAE citizens and residents who registered before 31 January 2026 get it free for the first three years, and an annual fee of AED 1,000 applies from the fourth year. The visitor permit costs AED 500 for three months, can be renewed once for another three months, and is issued through a licensed agency in the UAE.
Permit holders must show the permit number on their social media profiles, advertise only from the accounts linked to the permit, and label sponsored content clearly. Ads for health, finance, real estate and education may need extra approvals. Posting promotional content without a permit can lead to fines of up to AED 10,000.
Saudi Arabia: The Mawthooq Licence
Mawthooq (موثوق, meaning "trusted") is the Saudi licence for influencers who publish advertising content. It was launched in 2022 by the General Commission for Audiovisual Media (GCAM), which became the General Authority of Media Regulation (GAMR) in 2023. At launch, the licence cost about SAR 15,000 and was valid for three years. Check the current fee and conditions on the official Mawthooq platform before you plan a campaign.
In December 2024, the Saudi Ministry of Commerce told businesses that every commercial advertisement featuring influencers must be licensed. The rule covers influencers who live in Saudi Arabia and those who visit on a visit visa. The ministry warned businesses against promoting visiting celebrities who do not hold the licence. Foreign residents and investors who want the licence need a commercial registration and must own at least 50% of a registered advertising or marketing company.
Other Countries in the Region
Other countries in the region have their own media and advertising rules. Before a campaign in Kuwait, Qatar, Egypt or another market, ask a local agency or legal adviser what applies to influencer content.
Influencer Permit Rules Compared
| UAE | Saudi Arabia | |
|---|---|---|
| Name | Advertiser Permit | Mawthooq licence |
| Regulator | National Media Authority (NMA) | General Authority of Media Regulation (GAMR) |
| In force | Since 31 January 2026 | Launched in 2022, with stricter enforcement since December 2024 |
| Fee | Free for three years for residents who registered before 31 January 2026, then AED 1,000 a year | About SAR 15,000 for three years at launch |
| Visiting influencers | Visitor permit, AED 500 for three months, through a licensed UAE agency | Must hold the licence, and businesses are warned not to use unlicensed visitors |
| What brands must do | Check the permit before engaging or paying a creator | Work only with licensed influencers |
What Brands Must Check Before a Sponsored Post
- Ask every creator for their permit or licence number, and check that it is valid for the campaign dates.
- Check that the post will go out from the account linked to the permit. In the UAE, the permit number should be visible on the profile.
- For visiting creators, arrange the permit before they arrive. In the UAE, the visitor permit goes through a licensed local agency.
- Add the permit to the contract: the permit number, a promise to stay licensed during the campaign, and clear labelling of sponsored content.
- Check whether your sector needs extra approval. In the UAE, this can apply to health, finance, real estate and education.
- Review your own channels. Brand accounts, employee ambassadors and in-house creators may also be covered, depending on how they promote the brand.
- Keep records of permit numbers, contracts and approvals for every campaign.
How Permits Change Influencer Campaign Planning
Permits add steps to the campaign plan. Shortlist only licensed creators, so you do not lose time on creators who cannot post. Add time to the schedule for permit checks and sector approvals. Include permit and agency costs in the budget when you work with visiting creators, and put the permit check in the creative brief so everyone on the campaign sees it.
The rest of the plan stays the same: choose creators whose audience matches your target country, brief them in Arabic, and measure results with tracked links and discount codes. Our guide to influencer marketing for luxury brands in MENA covers creator selection in more detail.
Creator Content in Paid Social Ads
Brands often run creator content as paid ads, for example as partnership ads on Instagram and Facebook or as Spark Ads on TikTok. These ads appear with the creator's name, so ask your legal adviser how the permit rules apply to them in each country. Working only with licensed creators also lowers the risk for these ads.
Conclusion
Before any sponsored post in the UAE or Saudi Arabia, check the creator's permit, put it in the contract and keep a record. GOTOMENA plans and manages influencer campaigns in the Middle East as part of our Arabic social media marketing services, and runs the paid side through Arabic paid ads. To plan a campaign, contact our team.