Since 1 February 2026, anyone in the UAE who promotes products or services on social media needs an Advertiser Permit from the UAE Media Council, whether the promotion is paid or not. Companies promoting their own business on their own accounts do not. The grey areas are staff, collaborations and regulated sectors such as real estate, and that is where most brands get caught out.
What is the UAE Advertiser Permit?
The Advertiser Permit is a licence from the UAE Media Council for individuals who advertise on social media, websites and apps. It sits under the UAE's media law and replaced the earlier influencer licensing rules. The permit is valid for one year, must be renewed each year, and is free for its first three years (Khaleej Times).
To apply, you need a business licence that allows digital media or social media marketing activity.
Who needs an Advertiser Permit?
You need the permit if you are an individual promoting a product, service or brand you do not own. That includes:
- Paid posts and sponsored content.
- Gifted collaborations, where you keep the product.
- Affiliate links and discount codes that earn you commission.
- Unpaid promotion of another business, if it is advertising in nature.
Guidance on the rules treats any brand mention that carries a commercial benefit for either side as advertising. When in doubt, treat it as advertising.
Do companies need an Advertiser Permit?
No, not to promote their own business on their own accounts. A company advertising its own products or services is exempt (Bayut). The same applies to owners promoting a business they own on their personal accounts.
Companies still have three responsibilities:
- A valid trade licence that covers what they advertise.
- Checking the creators they hire. Brands and agencies should confirm that any creator or influencer they pay or gift holds a valid permit before the content goes live.
- Following content standards: no misleading claims, no fake reviews, consent from anyone featured, and respect for UAE values.
What about staff posting about the company?
This is the least clear area, because the exemption covers people promoting a business they own, not their employer.
| Situation | Permit likely needed? |
|---|---|
| Owner or co-founder promoting their own company | No |
| Staff resharing a company post, unpaid, with nothing added | Grey area, lower risk |
| Staff added as a collaborator so the post appears on their account | Likely yes |
| Staff featuring the company on their own professional or business account | Likely yes |
| Any extra pay, bonus, commission, code or gift linked to the post | Yes |
A practical approach: keep offers, prices and calls to action on the company account, let staff share brand content such as team and events without sales messages, and confirm with the Media Council if staff content is central to your marketing.
What extra rules apply to real estate?
In Dubai, every property advertisement needs a Dubai Land Department advertising permit through the Trakheesi system, on social media as well as portals, and the permit number and QR code must appear on the ad. The listing also needs the owner's approval, and brokers shown must hold a valid RERA broker card. "Just Sold" posts need a permit too (Gulf News).
These rules apply on top of the Advertiser Permit. A brokerage posting a listing on its own account is exempt from the Advertiser Permit but still needs the Trakheesi permit. Other emirates have their own real estate regulators. If you are planning property content, our guide to social media vs SEO and GEO for Dubai businesses covers where each channel fits.
What are the fines?
Penalties are set by Cabinet Resolution No. 42 of 2025. Reported fines include AED 10,000 for a first offence of advertising without a licence and AED 40,000 for a repeat, and AED 5,000 to AED 1,000,000 for content breaches depending on severity (Gulf News). Permits can also be suspended or cancelled.
What should brands do now?
- List everyone who promotes your brand: creators, ambassadors, affiliates and staff.
- Ask each external creator for their permit number before the next campaign, and keep a record.
- Move offers and calls to action to your company accounts.
- In real estate, check every listing post carries its Trakheesi permit and QR code.
- Review your setup every few months, because guidance on these rules is still developing.
This article is general guidance, not legal advice. For your specific situation, confirm with the UAE Media Council or a UAE media lawyer.