UAE introduces influencer permits – and it applies to content creators from around the world

Heads up! There’s influencer advertising news from the UAE with implications for marketeers and content creators worldwide. Read on to find out why UAE influencer permits are set to impact travel campaigns from 2026 onwards.

The Emirates are well known for their influencer ecosystem and, for a while now, have required UAE-based content creators to have a business license if they are making money from their platforms.

I took more of an interest in the content coming out of Dubai and Abu Dhabi while living in the Middle East and it was obvious that a lot of creators were getting around this requirement by simply not disclosing paid or gifted content.

Taking control of influencer advertising

The UAE Media Council noticed too and have acted to ‘build public trust, protect audiences and improve the quality of online media content’.

Now content creators need a permit whether they are being paid to advertise a brand or it’s a gifted exchange of goods or experiences for coverage.

But don’t live in the UAE, why should I care?

This doesn’t just apply to brands and influencers based in the UAE. Visiting content creators with brand deals to review a business, travel company or experience must get a temporary permit too.

The good news is that it is free and can be renewed once, if you fly in another time, but must be arranged through an agency registered with the UAE Media Council. This is the tricky part and something content creators need to raise early on when discussing collaborations.

So, heads up! This will have implications for marketing teams and content creators working on hospitality and travel campaigns for the UAE from 1 February 2026 onwards.

What do you think? Would rules like this make social media more transparent elsewhere?