The Short Version
If your café, salon, gym or shop pays a creator to post about you, or gives them a free meal or product in exchange for content, that creator now needs a UAE Media Council Advertiser Permit. The deadline to get one was January 31, 2026, and posting promotional content without approval can lead to fines of up to AED 10,000 (Communicate Online).
The Media Council has also asked companies to "engage only with people licensed by the council" (The National). In practice, this means checking a creator's permit should be part of every booking.
This guide summarises public reporting as of October 2026. It is not legal advice. Rules and fees change, so confirm the details on the UAE Media Council website or with a lawyer before relying on them.
What Is the Advertiser Permit?
The UAE Media Council announced the Advertiser Permit on July 30, 2025. It applies to anyone who publishes promotional content on social media, "whether paid for or not" (The National). The original three-month grace period was later extended, with a final deadline of January 31, 2026 (Gulf News).
Key points, as reported by Gulf News and The National:
| Residents and citizens | Visitors | |
|---|---|---|
| Cost | Free for the first 3 years, then AED 1,000 per year | AED 500 |
| Validity | 1 year, renewable | 3 months, renewable |
| Where to apply | uaemc.gov.ae with UAE Pass | Through the Media Council |
Permit holders must display their permit number clearly on their social media accounts.
Does It Apply to Gifted Collaborations?
Yes. This is the part many restaurants and boutiques miss. The rule covers promotional content regardless of payment, and reporting specifically lists "creators posting paid or gifted promotional content" (Communicate Online). A "free brunch for a Reel" arrangement counts.
Who Is Exempt?
According to the published rules (The National):
- You, promoting your own business on your own personal account
- Under-18s taking part in educational, athletic, cultural or awareness activities
Your staff or friends posting about your business in exchange for something are not covered by the owner exemption.
What Is the Risk for Your Business?
The fine of up to AED 10,000 applies to the person posting without a permit. Some authorities have also targeted businesses: The National notes that Abu Dhabi enforces fines of AED 10,000 for non-compliance (The National). Beyond fines, a campaign built on an unlicensed creator can be pulled, and your brand ends up associated with a compliance problem.
A Five-Step Checklist Before You Book a Creator
- Ask for the permit number before agreeing on anything. A professional creator will have it ready.
- Check that it is displayed on the account they will post from, as the rules require.
- Confirm it is valid for the posting dates. Resident permits last a year; visitor permits last three months.
- Put it in writing. Include the permit number in your brief or agreement, along with the deliverables and posting dates.
- Keep a record of the permit number and the content, in case you are ever asked.
On PostCollabs you can message a creator before you book. Ask for their permit number in that first message, so it is on record in the same thread as your brief.
Frequently Asked Questions
Do micro and nano influencers need a permit too? Yes. Follower count does not matter. The rule covers anyone publishing promotional content.
Can a creator post from an account without the permit number on it? The rules say advertisements may only be published through an account registered with the council, and that the permit holder cannot let others advertise through their registered account (The National).
Does my business need its own permit to run influencer campaigns? Owners promoting their own business on their own account are exempt from the Advertiser Permit. Your trade licence requirements are separate, so check those with your licensing authority.
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