Dubai and the UAE · Guide for creators, photographers and brands
“If it promotes something, it's an advert. In the UAE, adverts need a permit.”
Since 1 February 2026, anyone publishing promotional content in the UAE, paid or unpaid, on social media, websites or blogs, needs an Advertiser Permit from the UAE Media Council. For residents it's free for the first three years; visitors promoting content in the UAE need a temporary permit. Here's who needs one, what counts as promotion, and what brands and production teams should check before a campaign goes live.
Creator-style product content (Seacra, filmed by SwainUK)
01 · The rule
Who needs an Advertiser Permit
| You are | What you need |
|---|---|
| A UAE resident creator or influencer posting promotional content | An Advertiser Permit. Free for the first three years |
| A visitor promoting products or places while in the UAE | A temporary permit |
| Posting gifted or unpaid promotion | Still needs a permit. Payment isn't the test, promotion is |
| A brand hiring creators | Check every creator's permit before content goes live |
Publishing advertising content without a permit can lead to penalties under the UAE media law, and the amounts are significant. Check the current position with the UAE Media Council before you rely on any figure.
Sources: Gulf News, Advertiser Permit now mandatory · Middle East Briefing, permit from 1 February 2026 · The National, UAE social media advertiser permit.
02 · What counts
What counts as promotional content
Product shots and street interviews for a skincare brand, filmed by SwainUK in London. Published from the UAE, content like this would need a permit.
Product in hand
Showing, reviewing or recommending a product, whether you were paid, gifted it or bought it.
Places and services
Promoting a hotel, restaurant, clinic or venue, including "hosted" stays.
Discount codes and links
Affiliate links and codes make the commercial purpose obvious.
Brand street interviews and UGC
Content made for a brand's channels, even if it looks casual.
03 · For brands
What brands and production teams should check
1. Ask every creator for their Advertiser Permit number before you brief them.
2. For visiting creators, budget time for a temporary permit.
3. If you're filming in Dubai, the shoot itself may also need a filming permit. See the Dubai photoshoot permit guide.
4. Get release forms from everyone who appears. UAE privacy rules are strict.
5. Label the content as advertising in the way the platform requires.
04 · For photographers
Where photographers and filmmakers fit in
The permit is for whoever publishes the promotional content. If you shoot content for a brand that publishes it on its own channels, the brand's own media rules apply. If you post the campaign on your own account as a paid partnership or promotion, you're publishing it yourself. Posting your own portfolio work is a different situation from running paid promotion, but if in doubt, check with the Media Council or a UAE lawyer.
For more on making creator-style content that performs, see street interview videos for brands and skincare content that converts.
Watch
Creator-style content
FAQ
Common questions
Do influencers in the UAE need a licence?
Yes. Since 1 February 2026, anyone publishing promotional content in the UAE needs an Advertiser Permit from the UAE Media Council.
How much does the UAE Advertiser Permit cost?
For residents it's free for the first three years. Visitors promoting content in the UAE need a temporary permit.
Do I need a permit for gifted or unpaid posts?
The rule covers paid and unpaid promotion, so gifted product posts count too.
What happens if I post ads without a permit in the UAE?
Penalties under the UAE media law can be significant. Get the permit before you publish.
Written by Joshua Swain, who produces content for brands in Dubai and London. This is general information, not legal advice.