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Influencer marketing rules in the UAE and Saudi Arabia: a 2026 guide for brands

The UAE Advertiser Permit became mandatory on 31 January 2026. Saudi Arabia requires Mawthooq for visiting creators too. What brands need to check before booking.

By the HighGround teamPublished

Short version. In the UAE, anyone promoting third-party products or services on social media needs an Advertiser Permit from the National Media Authority, mandatory since 31 January 2026. In Saudi Arabia, social media advertising requires a Mawthooq licence, including for visiting influencers since December 2024. In both countries sponsored content must be clearly marked. Brands should check licences before they book. This guide is general information, not legal advice.

United Arab Emirates

Who regulates it

A federal decree-law issued in December 2025 created the National Media Authority, which took over the work of the UAE Media Council, the National Media Office and the Emirates News Agency. Media activity, including advertising on social media, is governed by Federal Decree-Law No. 55 of 2023 and its implementing resolutions.

The Advertiser Permit

The Advertiser Permit was announced in July 2025 with a grace period that was later extended to 31 January 2026. Since then it has been mandatory for anyone promoting third-party products or services on social media, whether paid or unpaid, and whether they are a citizen, a resident or a visitor.

  • Exempt: people promoting their own business on their own account, and under-18s creating educational, cultural or sports content.
  • Who can hold it: individuals, through a sole establishment or freelance licence. Companies cannot hold the permit themselves.
  • Resident permit: valid for one year and renewable. Free for the first three years, then AED 1,000 a year.
  • Visitor permit: valid for three months, extendable once by three months, for AED 500, and arranged through a licensed UAE agency.

What it means for brands

Businesses are expected to check that the creators they work with hold a valid permit, and liability for non-compliant content can extend to the business that commissioned it. Sponsored content must be clearly labelled as advertising, and creators are expected to show their permit details on their profile. Penalties for violations are set out in Cabinet Resolution No. 42 of 2025. Reported fine ranges vary between sources, so take legal advice on specific situations.

Saudi Arabia

The Mawthooq licence

Mawthooq is the licence for people who advertise products, services or events offered in Saudi Arabia on social media. It applies to citizens, residents and foreign investors, with exemptions for self-promotion and government events. The media regulator, now the General Authority for Media Regulation, oversees it.

  • Ads may only be published through the licensed account.
  • Each advertising deal needs a written contract.
  • Content must clearly state that it is an advertisement, whether paid or unpaid.
  • The licence has been reported at SAR 15,000 for three years. Check the current fee with the regulator before relying on it.

Visiting influencers

Since December 2024, visiting influencers also need a licence to advertise in the Kingdom. Foreign applicants need a commercial registration and at least 50% ownership of a licensed advertising or marketing firm. Businesses have been warned not to promote visiting celebrities who are not licensed.

Egypt

Egypt does not have a dedicated influencer licence in force. Creators earning income must register for tax, and accounts with more than 5,000 followers fall under the media regulation law (Law 180 of 2018). Proposals to license content creators were submitted to parliament in 2026. We are not aware of any being passed at the time of writing.

A checklist before you book a creator

  1. Confirm which country the content targets and where the creator is based.
  2. Check the creator's UAE Advertiser Permit or Saudi Mawthooq licence, and note the number.
  3. Put the deliverables, dates, disclosure and usage rights in a written contract.
  4. Brief the creator on clear advertising labels for every post, story and video.
  5. For visiting creators, arrange the visitor permit or confirm licensing before they arrive.
  6. Keep records of the licence check and the contract.

We run these checks on every influencer campaign we manage.

Sources

Written by the HighGround team

HighGround is a UAE marketing agency whose team has built campaigns with Epic Games, Riot Games, Activision Blizzard, Logitech, Ubisoft, NVIDIA, TikTok and The Dubai Mall. It runs social media, influencer, content and event work for retail, lifestyle and gaming brands across the Middle East and North Africa. About HighGround

FAQ

Quick answers

Does a brand need a licence to post on its own account in the UAE?

No. Promoting your own business on your own account is exempt from the Advertiser Permit. The permit applies to people promoting third-party products or services.

Can a foreign influencer promote a brand in the UAE?

Yes, with a visitor Advertiser Permit. It is valid for three months, extendable once by three months, costs AED 500 and is arranged through a licensed UAE agency.

Does Mawthooq apply to influencers outside Saudi Arabia?

Since December 2024, visiting influencers who advertise in the Kingdom also need a licence, and businesses are warned not to promote unlicensed visiting celebrities.

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