Content creation, influencing and brand deals

Posting about products can earn money, free items and followers. It also brings legal duties: in the UAE, promoting products on social media generally needs a permit, and everywhere your audience deserves to know when something is an ad.

The UAE Advertiser Permit

• In July 2025 the UAE Media Council announced an Advertiser Permit for people who publish promotional content on social media.
• Reports from The National and the law firm Al Tamimi say the permit is needed whether the promotion is paid or unpaid, including gifted products.
• Al Tamimi reports that after a three-month grace period the permit became mandatory from late October 2025.
• As reported, the permit is free for the first three years for citizens and residents and is valid for one year at a time; visitors have a separate three-month permit.
• The permit number must be displayed on your social media accounts before you publish ads, according to Al Tamimi.
• Apply only through the official UAE Media Council website (uaemc.gov.ae), using UAE Pass, and ignore anyone offering to sell you a permit.

Age rules and exemptions

• Al Tamimi and Gulf News report that the minimum age is 18, with exceptions at the Council's discretion.
• Gulf News reports that 15 to 18 year olds may be considered under extra conditions, with the application made by a guardian and ads that suit their age.
• The National reports exemptions for under-18s taking part in educational, sports, cultural or awareness activities, and for people promoting their own product or service, or one owned by their own company, through a personal account.
• If you are under 18 and a brand offers you money or free products to post, stop and check the current rules with a parent or guardian before agreeing.

Disclosing ads honestly

• The US Federal Trade Commission says to disclose any financial, employment, personal or family relationship with a brand, and that free or discounted products count.
• Put the disclosure where people will see it: in the post or video itself, not only in your bio, buried in hashtags or behind a 'more' link.
• In videos, say it and show it on screen. In live streams, repeat it.
• Use clear words such as 'ad', 'sponsored' or 'thanks to [brand] for the free product'. Vague tags like 'sp' or 'collab' are not enough.
• Do not use a platform's built-in label as your only disclosure, do not review products you have not tried, and do not pretend to like something you do not.

Brand deals

• Get every deal in writing: what you will post, when, how many posts, how much you will be paid and when.
• Check who owns the content afterwards and whether the brand can use your face or name in its own ads, and for how long.
• Do not promote anything harmful, illegal or unsuitable for your audience. Gulf News reports that the UAE rules require ads to be clear and not misleading.
• Be wary of brands that ask you to pay for 'starter kits' or followers. Legitimate partners do not charge you to work with them.

Protecting yourself

• Never share your home address, school name, daily routine or real-time location in content.
• Turn off location tags and check backgrounds for street names, school uniforms or house numbers.
• Keep a parent or guardian involved in all business messages and payments.
• Your content stays online for years. Ask yourself whether you would be comfortable with a university admissions team or future employer seeing it.