Influencer marketing rules in the UAE and Saudi Arabia

Why this matters to an agency

For years, influencer rules in the Gulf were loosely enforced. That has changed. Both the UAE and Saudi Arabia now have dedicated media regulators with specific rules for people who advertise on social media, and both have fined creators and the businesses that hired them. An agency that runs a campaign with an unlicensed creator is exposing its client, and itself, to that risk.

The UAE: the advertiser permit

The UAE Media Council regulates media and advertising under the federal media law. In 2025 it introduced an advertiser permit for people who publish paid or promotional content on social media, including content given in exchange for gifts or other benefits, not only cash. After a grace period that was extended to the end of January 2026, the permit has been required since 1 February 2026. The Council said it would be free for UAE citizens and residents for its first three years.

A creator's permit is personal and must be held by the person publishing. Some activities are exempt, such as promoting your own business on your own accounts, but a creator paid by a brand to post is squarely in scope.

Creators who are not UAE residents need a visitor advertiser permit, applied for through a licensed advertising or talent management agency. It is valid for three months and can be renewed once. If you are flying in a creator from London or Riyadh for a Dubai launch, sort this before they arrive.

The UAE: content standards

Advertising content in the UAE must follow the national media content standards. They include respecting the country's religious and national values and symbols, not insulting individuals or groups, not spreading false or misleading information, and protecting children. Some products, such as alcohol, tobacco, medicines, financial products and real estate, have their own advertising restrictions and may need specific approval.

Fines under the media law can be large, and they can be applied to the advertiser as well as the creator.

Saudi Arabia: the Mawthooq licence

In Saudi Arabia, the General Authority for Media Regulation (GAMR) licenses people who advertise on social media through a licence called Mawthooq. It has been required since 2022. The licence is issued for a fixed period, carries a fee, and has eligibility rules that differ for Saudi nationals and foreign residents. Check GAMR's site for the current fee and conditions before you budget.

Brands and agencies in Saudi Arabia are expected to work only with licensed advertisers. Asking to see a creator's Mawthooq licence, and checking it against the authority's records, should be a standard step in onboarding.

Saudi advertising must also follow the kingdom's media content rules, which cover similar ground to the UAE's: religion, public morals, accuracy, children and restricted products.

Disclosure in both countries

A paid post must be clearly identifiable as advertising. In practice, that means:

• Using the platform's paid partnership or branded content tool where it exists.
• A clear label such as "Ad" or "Paid partnership", in the language of the post, at the start of the caption or on screen, not hidden among hashtags.
• Disclosure on every piece of paid content, including stories, not only the feed post.
• Disclosing gifted products and paid trips as well as cash fees.

A checklist before a campaign goes live

• Confirm the creator holds the right permit or licence for each country the content is published in or aimed at, and note its expiry date.
• For a visiting creator, arrange the agency route before they travel.
• Check whether the product is in a restricted category that needs separate approval.
• Put permit, disclosure and content standard obligations in the influencer agreement.
• Review drafts for claims you can't substantiate, like "best" or "cheapest", and for health or financial promises.
• Keep a record of the approved content, the permit check and the disclosure used.

What to put in the contract

The influencer agreement template on this site includes a disclosure and permits clause: the creator confirms they hold the licence required where the content is published, will keep it valid through the campaign, will label paid content clearly and will follow the applicable content standards. Have a lawyer adapt it for the jurisdiction you contract in.