The UAE is taking a decisive step toward reshaping its fast-growing creator economy, making the Advertiser (Mu’lin) Permit mandatory for content creators, influencers and advertisers operating across social media platforms. Following a deadline extension announced by the UAE Media Council, individuals and entities engaged in promotional content now have until January 31, 2026, to comply with the new requirement.
The regulation applies broadly, covering anyone who promotes, reviews or endorses products and services online, whether through paid campaigns, brand partnerships or even unpaid collaborations. In an era where digital influence is increasingly shaping consumer behaviour, the move signals a shift toward greater accountability and transparency within the UAE’s advertising landscape.
Valid for one year and renewable annually, the Advertiser Permit is being introduced with a notable incentive: it will be issued free of charge for the first three years. The initiative reflects the government’s intent to support creators during the transition, while laying the foundation for a more structured and professional digital media environment.
For influencers and content creators, the permit represents more than a compliance requirement. It formalises their role as commercial communicators and offers clarity around who is authorised to advertise in the UAE’s digital space. For brands and agencies, it creates a clearer framework for partnerships, helping ensure that marketing campaigns are conducted responsibly and in line with national media standards.
The UAE Media Council has positioned the policy as part of a broader effort to regulate emerging industries without stifling innovation. As the creator economy continues to expand—spanning fashion, food, technology, travel and beyond—the new licensing system aims to protect consumers while supporting sustainable growth for digital professionals.
With the deadline set, creators and advertisers are being encouraged to act early, familiarising themselves with the requirements and securing their permits well ahead of time. The message is clear: the UAE is welcoming the creator economy, but with structure, credibility and long-term vision at its core.
The Mu’lin Permit—often called the UAE social media advertising permit—is not limited to full-time influencers. It applies to anyone creating promotional content in the UAE, whether you’re a citizen, resident, visitor, or brand partner. Here’s a detailed look:
Residents and Citizens of the UAE: If you are at least eighteen years old and reside in the United Arab Emirates, you must obtain a Mu’lin Permit to post sponsored or promotional content on YouTube, Instagram, TikTok, or X (formerly Twitter). Although the UAE Media Council may make an exception in certain circumstances, most creators are required to obtain this permit to comply with UAE advertiser permit laws.
Visitors and Tourists: Even if you’re only in the UAE for a short time, the rules apply. Content creators visiting the country who plan to post paid promotions, collaborations, or ads must obtain a Visitor Advertiser Permit. This ensures that all influencer marketing, whether temporary or long-term, remains within the legal and ethical framework set by the UAE Media Council.
The UAE Media Council takes unlicensed promotions seriously, and violations can affect not just your marketing but also your business credibility. Here’s what you need to know:
Hefty Fines: Running ads without approval can result in substantial fines—often much higher than the cost of getting the permit itself. For businesses, this means paying out of pocket unnecessarily, while individuals risk legal trouble.
Content Restriction: Unpermitted content may be taken down, blocked, or restricted by platforms and authorities. This could stop your campaigns mid-way, wasting both time and money you’ve invested in promotions.
Reputation Damage: UAE audiences are aware of the rules governing advertising. Promoting without a permit can harm your credibility and dependability, two qualities that are essential for creating a powerful brand presence.
Influencers and Bloggers: Whether you’re a well-known influencer, micro-influencer, or niche blogger, the requirement is the same: if you post sponsored, gifted, or promotional content, you need the Mu’lin Permit.
It doesn’t matter if you’re paid in money, free products, or experiences—any promotional activity falls under the UAE influencer license requirements.