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Influencer licence 2026: Dubai, Saudi Arabia, Egypt, Maghreb
UAE advertiser permit, Saudi Mawthooq licence, rules in Egypt and the Maghreb: what influencers and brands need to check before posting.
The Gulf has opted for licensing: in the UAE and Saudi Arabia, posting advertising content on social media requires prior authorisation. In Egypt and the Maghreb, no law in force creates an influencer-specific licence; media, advertising and consumer law apply instead.
United Arab Emirates: the Advertiser Permit
Legal basis
Federal Decree-Law No. 55 of 2023 Concerning Media Regulation, dated 2 October 2023, has been in force since 1 December 2023 (Art. 31). It empowers the Media Council to issue permits to natural persons who provide advertising or media content on social media (Art. 12). Every advertiser must state explicitly and clearly, in all advertising material, that it is an advertisement (Art. 20).
The Advertiser Permit
Announced on 30 July 2025, it became mandatory when the three-month grace period ended, in late October 2025.
It covers anyone posting promotional content on social media, paid or unpaid.
It is free for the first three years. According to Al Tamimi, it is valid for one year and renewable.
Conditions reported by Al Tamimi: aged 18 or over, a valid trade or freelance licence, no previous breach of content rules.
The permit number is displayed on the accounts. Ads go through an account registered with and linked to the permit, and no one else may use it.
Exemptions: promoting one's own products or company through a personal account; minors in educational, sports, cultural or awareness activities.
Non-resident creators: a three-month visitor permit, obtained through a licensed advertising or talent agency.
Penalties
The Decree-Law provides for a warning, a fine of AED 1,000 to AED 1,000,000, doubled for repeat offences up to AED 2,000,000, closure for up to six months and licence cancellation (Art. 23). Al Tamimi reports fines starting at AED 20,000 for a first permit-related offence.
Saudi Arabia: the Mawthooq licence
The Mawthooq (موثوق, "trusted") licence is issued by the General Authority for Media Regulation (GAMR). It allows an individual to provide advertising content on social media.
Fee: SAR 15,000. Validity: three years. Processing time: 30 days (GAMR portal).
Ads may only be published through an account registered with the Authority and linked to the licence.
The holder complies with content and age-classification rules and removes an ad immediately if the Authority asks.
According to Saudipedia, advertising must be clearly labelled, paid or not, and a written contract must exist before the content is published.
In December 2024, the Ministry of Commerce told businesses not to run promotions with visiting celebrities who do not hold the licence. According to Gulf News, foreign residents must own at least 50% of a registered advertising agency.
Egypt: Article 19 of Law No. 180 of 2018
Law No. 180 of 2018 regulating the press and media makes any personal website, blog or account with 5,000 or more followers subject to the content rules of its Article 19. The Supreme Council for Media Regulation may suspend or block the account for a breach, subject to appeal before the administrative courts.
The law does not create an influencer licence and does not deal with ad disclosure. Advertising falls under Consumer Protection Law No. 181 of 2018: an "advertiser" is anyone who promotes a good or service, personally or through others, by any means including digital (Art. 1). Any misleading conduct about a product's nature, price, origin or characteristics is prohibited (Art. 9).
Maghreb: no specific regime
Tunisia
There is no influencer licence. Consumer Protection Law No. 92-117 of 7 December 1992, whose Article 13 bans misleading advertising, and Law No. 98-40 of 2 June 1998 on sales techniques and commercial advertising apply. Bill No. 42/2024 on marketing via websites and social networks was still in committee at the Assembly of the Representatives of the People in June 2026.
Morocco
No licence. Consumer Protection Law No. 31-08 bans false or misleading advertising (Art. 21) and requires any advertising received through a public communication service to be clearly identifiable and to name the advertiser (Art. 23). In May 2026, the Minister of Economy and Finance confirmed that influencer income is subject to ordinary income tax.
Algeria
No licence. Since April 2021, the CNRC classification includes the activity "Social media influencers" (code 617040), allowing registration in the commercial register. E-Commerce Law No. 18-05 of 10 May 2018 regulates electronic advertising and bans the online sale of certain products, including alcohol, tobacco and pharmaceuticals.
The brand–influencer contract
Across the region, the contract remains the main tool. Useful clauses:
Identity and status: name, tax status, permit or licence number where required (UAE, Saudi Arabia), accounts concerned.
Deliverables: number and format of posts, platforms, schedule, how long content stays online.
Ad disclosure: required wording, visible placement from the start of the content.
Approval: brand review, approval deadline, right to request a correction or removal.
Payment: amount, currency, benefits in kind, schedule, tax treatment.
Intellectual property and image: licence for the brand to reuse content, duration and territories.
Exclusivity, termination and liability: competing brands, serious misconduct, removal ordered by an authority, governing law and jurisdiction.
Frequently asked questions
Do I need a licence to be an influencer in Dubai?
Yes, to post promotional content in the UAE: the Media Council's Advertiser Permit has been mandatory since late October 2025, subject to exemptions. Some emirates, such as Abu Dhabi, also apply their own rules.
How much does the Mawthooq licence cost?
SAR 15,000 for three years, according to the GAMR portal, with a 30-day processing time.
Does an Egyptian influencer need a licence?
Law No. 180 of 2018 does not provide for a licence for personal accounts. It subjects accounts with 5,000 or more followers to the content rules of Article 19 and to the Supreme Council's power to suspend them.
Is there an influencer law in the Maghreb?
Not as of October 2026. Tunisia is examining a bill on digital marketing; Morocco and Algeria apply their general advertising, consumer and tax law.
How E-Tafakna can help
E-Tafakna offers contract templates and country guides, including an influencer agreement that can be adapted to each market. For Tunisian contracts, E-Tafakna issues TunTrust electronic signature certificates as a delegated registration authority.
Sources
UAE: Federal Decree-Law No. 55 of 2023 Concerning Media Regulation, 2 October 2023, Arts. 12, 20, 23 and 31 (uaelegislation.gov.ae)
UAE: Al Tamimi & Company, "UAE Introduces Mandatory Advertiser Permit for Content Creators", December 2025 (tamimi.com)
UAE: The National, launch of the Advertiser Permit, 30 July 2025 (thenationalnews.com)
Saudi Arabia: GAMR, licensing service for advertising content on social media platforms, Mawthooq (gamr.gov.sa)
Saudi Arabia: Saudipedia, "What is the Mawthooq license" (saudipedia.com); Gulf News, 2 December 2024 (gulfnews.com)
Egypt: Law No. 180 of 2018 regulating the press and media, Art. 19 (analysis: masaar.net); Consumer Protection Law No. 181 of 2018, Arts. 1 and 9 (alberonsy.com)
Tunisia: Law No. 92-117 of 7 December 1992, Art. 13; Law No. 98-40 of 2 June 1998; Business News, 2 June 2026, Bill No. 42/2024 (businessnews.com.tn)
Morocco: Law No. 31-08 on consumer protection, Dahir No. 1-11-03 of 18 February 2011, Arts. 21 and 23 (adala.justice.gov.ma); Hespress, 12 May 2026 (fr.hespress.com)
Algeria: CNRC classification, code 617040 (analysis: legal-doctrine.com, 2022); E-Commerce Law No. 18-05 of 10 May 2018 (LPA-CGR avocats note)
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Influencer licence 2026: Dubai, Saudi Arabia, Egypt, Maghreb
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