A new chapter begins for digital work in the UAE. Starting February 1, 2026, every influencer and content creator must hold an Advertiser Permit – officially called the Mu’lin permit – to operate legally. The rule comes straight from the UAE Media Council, now turning policy into practice. While some adapt quietly, others face shifts they did not expect. Rules shift, roles reshape, yet one thing stands clear: approval is no longer optional.
A fresh wave hits anyone online in the Emirates – big names with global reach or small voices backing a buddy’s coffee spot. When posts push products here, permission matters more than ever.
What is the New Advertiser Permit?
Got a message you want shared online? That counts as advertising if it’s meant to promote something. A special permission exists because of rules passed in 2023 – Federal Media Law No. 55 spells it out. Without approval, posting sponsored stuff on places such as Instagram or TikTok isn’t allowed. Platforms including YouTube and Snapchat fall under this too. The green light needed goes by another name: Advertiser Permit. It applies only when the goal is pushing products, services, or brands publicly.
This one stands apart from the usual E-Media trade license. Even though that license sets up your business legally, this particular permit gives clear permission – it lets you run ads. Not just registration, but actual approval to advertise.
Who Needs to Apply?
The scope is broader than many realize. You must obtain this permit if you are:
- UAE Citizens & Residents: Anyone living in the UAE who promotes products or services.
- Visiting Influencers: Even if you are just in the UAE for a week-long brand trip or a single event, you must hold a Visitor Advertiser Permit.
- Paid or Unpaid Creators: The law applies to traditional paid partnerships, affiliate links, gifted products, and even “free” shoutouts.
Key Requirements & Costs
The UAE government has made the transition easier for residents with some generous incentives:
| Category | Validity | Cost | Key Requirement |
| Residents/Citizens | 1 Year (Renewable) | Free for the first 3 years | Valid Trade License & Good Conduct Certificate |
| Visitors/Tourists | 3 Months | Approx. AED 500 | Must apply through a licensed UAE agency |
Note: For residents, the annual fee is expected to be roughly AED 1,000 after the initial three-year free period ends.
The “Zero Tolerance” Policy: Fines & Penalties
The grace period ended on January 31, 2026. Authorities are now actively monitoring digital content. If you are caught promoting without a permit, the penalties are steep:
- Fines: Ranging from AED 5,000 up to AED 1,000,000 for severe or repeat violations.
- Content Takedowns: Immediate removal of non-compliant posts.
- Account Suspension: Possible suspension of social media accounts or your commercial license.
What Are Your New Responsibilities?
Once you have your permit, the job isn’t over. You must:
- Display Your Number: Your unique permit number must be clearly visible on your social media profiles.
- Stick to Standards: Follow the 20 mandatory content standards, which include being transparent about ads and avoiding misleading claims.
- Specialized Approvals: Certain sectors like Healthcare, Finance, and Real Estate require additional prior approval before any ad goes live.
The “Exemption” Rule
Are you exempt? Only if you fall into these two narrow categories:
- Self-Promotion: If you are promoting your own registered business or products on your personal account.
- Specific Minors: Creators under 18 who focus strictly on educational, cultural, or sports awareness (with specific conditions).
Not choking innovation – this rule lifts standards across Dubai’s massive digital marketplace. Because each “AD” must now come with official approval, buyers gain trust. Real creators get space to connect seriously with worldwide companies.
A heavy penalty could follow if you skip registration. Visit the UAE Media Council online now – make sure your material follows the rules by signing up there.